Start with the business constraint
Is growth being held back by weak demand, poor conversion, slow follow-up or unclear positioning? Name the constraint before assigning a channel budget.
Map the journey
Define how a buyer discovers you, evaluates the offer, enquires and becomes a customer. Assign a clear purpose to each touchpoint.
Choose a focused set of channels
Use search where intent already exists, paid media where precise targeting helps, and content where a buyer needs education. Avoid activity that has no role in the journey.
Measure decisions, not noise
Track qualified enquiries, sales progression and acquisition costs when reliable attribution is available. Review lead quality alongside volume.
Continue the research
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