Foundations All Businesses Need Before Starting Paid Advertising

Marketing Foundation

If you’ve just started a new business or have been in business for a while and are thinking about starting paid advertising, to ensure you maximise the results for your ad spend, we recommend having a strong marketing foundation in place. We will discuss key components including choosing the appropriate platform/s, developing a brand identity, strategy and assets, building your target audience, consistency and presence, organic advertising methods, advertising budgets, methods and analysis.

Determine Which Platforms Are Best For Your Objectives

Marketing Foundation

After solidifying your product offering and competitive advantage, we recommend determining which platform/s your target audience spends the most time on before moving on to the next steps. Your type of business and the demographics of your target audience will inform your choice of platform including Facebook, Instagram, LinkedIn, Pinterest, YouTube, TikTok and Twitter. For example, if you are a clothing brand targeted at women between the ages of 25 and 45, you could focus on Facebook, Instagram and Pinterest. While these women may have a presence on all aforementioned platforms, you want to present them with your content on a platform on which they would be in a potential buying mode.

Develop a Brand Identity, Strategy and Gather Assets

Marketing Foundation

Once you have determined your platform/s to focus on, utilising your business’ branding, it’s important to develop a brand identity, strategy and gather or create assets. For your brand identity, you could create a style guide for your social posts, including your brand words, messaging, call to actions, emojis, length of posts, predominant colours and so on. Your strategy can be centred around your desired amount of posts per week, the type of content you will share, if you will show behind the scenes of your business and processes and whether a particular staff member or members will be the face of the brand.

Having high quality assets to share on social media and on your website is important. While we also recommend sharing a real-life look into your business with authentic real-time behind the scenes videos, we always recommend all content to be professional and in line with the business’ overall branding and message. If you are just getting started and aren’t sure what wording or messaging your target audience would resonate with, it’s a great idea to learn more about them by reading their reviews, comments and user generated posts for competitors and adjust for your own business and branding.

Build Your Target Audience

Marketing Foundation

Now that you have your branding, strategy and assets prepared, it’s time to get posting and start to build your audience. An important note here is that building your platforms should be seen as a long-term strategy. The size of your audience isn’t important, it’s better to have quality followers that engage and are buyers, this will assist with social proof. When attracting a target audience, a great way to build authenticity and trust is by providing them with solutions to their problems and valuable information that improves their lives.

If you as a business can provide value on your social media platforms and websites, viewers and followers are more likely to look to you as an authority in the industry and want to be a customer of yours over your competitors. Once you start to build a solid audience, you will be able to analyse the interest in your products or services and ask for feedback which is invaluable in product and service development and marketing.

Ensure You Have a Consistent and Solid Presence

With the ever-growing amount of businesses online, it can be easy to become discouraged if you feel like your posts are getting lost in your follower’s timelines. To build results that add to your bottom line, we recommend being active on social media consistently, daily posts and stories if possible, and regularly updating your website. This will show your audience that your business is progressing and there’s always something new for them to discover when they visit your platforms. Posting consistently, and even at the same time each day or week, is a great way to keep your business top of mind. Not all of your posts will attract a large amount of engagement, however we implore you to focus on the results overall and stay patient, especially in the beginning.

Marketing Foundation

For example, if you’re a gym and are looking to increase your memberships, every Friday afternoon you could go live or post a video showing viewers around your facilities, introducing new trainers, show a preview of classes that are available and the like. That way, once potential customers contact you, they already have an understanding of your business and have been provided with insight into the specifics of the products and services that you offer.

Utilise Organic Methods of Advertising Your Business

Marketing Foundation

Essential marketing foundations before starting paid advertising include other organic methods of advertising including the use of keywords, landing pages, e-mail marketing, call to actions in social media posts and blog posts or articles. Long-tail keywords will help you rank on Google and be found by potential customers that are already searching for your product or service. Then you can set up specific landing pages on your website that include customised messages for particular types of customers and products/services to improve your conversion rates.

Landing pages are also a great way to build your e-mail marketing lists with the ability to send newsletters for free for the first few thousand subscribers depending on your chosen platform. Blog posts with shoppable links or consultation booking links and call to actions in social media posts are a great way to help navigate your potential customers to a purchase. You’d be surprised how many businesses don’t provide clear instructions on how to purchase, so if you can, it will make your customer’s more likely to buy from you.

Begin Your Paid Advertising Journey

Marketing Foundation

Once you’ve grown an audience, feel confident in your branding, strategy and messaging, and have products or services which have received a positive response, it’s a great time to start creatively testing advertising methods. Try different call to action phrases, images and messaging to determine which best resonate with your target audience and convert. The most popular forms of advertising are Facebook and Instagram Ads, along with Google Ads, however, choose the platform which best suits your business and goals.

We recommend focusing on one form of advertising and mastering that, as long as it’s effective, before expanding into other forms. When you come across a combination that converts well, increase the spend to leverage its success. We recommend ensuring you have your Facebook Pixel and Google Analytics set up on your website so that you have the option to start retargeting ads with all of the necessary data. These will also help you keep an eye on your analytics and results so you can make adjustments for even better results.

If you are looking for a marketing partner to assist you with implementing your marketing foundation and then your paid advertising strategy, feel free to get in touch with us at, we’d be more than happy to chat to you about how we can help your business grow.

(02) 8006 4212

Newtown, NSW