By Nikki Dunbar, founder Nix Collective.

We know the temptation to seek quick fixes in an attempt to get immediate results can be strong, as can the desire to do anything and everything to generate leads and sales.

But if you’re in it for the long haul and looking to make a genuine impact, it’s all about patience and strategic planning, way before you even consider a marketing strategy or campaign.

Let’s turn our focus to laying down the foundations, which provides the framework that you can build effective strategies on. By investing in these initial elements up front, you’ll be better equipped to attract and retain customers, differentiate yourself from competitors, and ultimately drive lead generation and growth.

First, understand your products and services, establish the USPs and consider the feasibility in achieving these, especially if you want to shout about things like lead times or price points – make sure they are realistic and you can actually execute them. Then define your audience to allow you to tailor your messaging to resonate with them effectively.

Following this, look at your brand and ensure you have a strong identity to communicate who you are, what you stand for, and why you’re the best choice for your customers. Make sure this filters through all of your marketing.

Your website should always be up-to-date, user-friendly, and search engine optimised – it will often be the first point of contact for potential customers, and you want to convert visitors to customers, not drive them away in frustration! In addition to your online presence, consider creating materials such as brochures, flyers, or data sheets. These tangible assets provide valuable information that customers can take away to consider and share with their customers too.

Now, about those marketing campaigns. Once the foundations are in place, resist the urge to rush in with a shotgun approach. Instead, take the time to carefully consider which products, services, and specific audience sector will be part of this initial campaign.

Additionally, it is crucial to allow sufficient time for your campaigns to run and produce results – at least three months! Changing direction mid-campaign can disrupt momentum, confuse your audience and dilute your message. While there is sometimes the need to tweak messaging for different channels, the overarching campaign should always remain.

Although spending weeks or months building your foundations may initially seem like a significant investment of time, it’s far from wasted. In reality, laying these foundations ensures that your subsequent campaigns have the strongest possible support network for success. So, rather than viewing it as a delay, see it as a strategic move that maximises the potential for impactful results.

Once at the three month mark – and not before – analyse the performance and, if needed, consider switching up strategies. Just remember, it’s essential to maintain consistency for the long-term, as true results typically take six to twelve months to materialise.