Before You Spend Money on Marketing: What Every Business Should Do First

A common mistake made by businesses is assuming marketing is the first step to growth. But if you haven’t clarified your strategy and positioning, marketing can quickly become a money pit.

Oxygen8 Business Consultant Ann Gibbard explains the key steps to take before launching any campaigns – so your efforts are aligned, targeted, and effective.

Marketing Without Strategy = Wasted Budget

Before investing in ads, content, or design, take a step back and answer these key questions:

Where do you want your business to be in 3 to 5 years?
What are your company’s values and brand promise?
Who exactly are your best customers – and how do they make buying decisions?
What makes you different from your competitors? (Your USP or point of difference)
Are there other businesses like yours in the same market – and how will you stand out?

Understanding Your Point of Difference

Too many businesses jump straight into marketing without identifying why a customer should choose them over others.

Your point of difference might include:

A smoother customer experience
Faster turnaround times
Eco-friendly or ethical business practices
Simpler processes or clearer communication
A stronger guarantee or aftercare programme

These aren’t just add-ons – they’re signals that help customers choose you. Think of them as the foundation for all your marketing decisions.

Start Here: Where Do You Already Win?

Not sure what makes you different? Try reflecting on:

What customers regularly compliment you on
What your competitors do poorly that you handle well
What part of your service clients trust the most

Even if you’re not the cheapest or fastest, your reliability, integrity, or consistency could be your edge.

Client Story: Curtain Clinic

“I used to run on instinct. Now I have structure, financial clarity, and a plan for what’s next. It’s been life-changing – for me and the business.”
– Curtain Clinic

Angela Jones ran Curtain Clinic for nearly 30 years on instinct and day-to-day problem-solving. With guidance from Oxygen8 consultant Sanj, she shifted to a structured business strategy with clear financial goals. Angela now has monthly accountability check-ins, lower expenses, and stronger profits – all while preparing the business for future succession.

Marketing With Intention

When you’re clear on who your ideal customers are, what they value, and why they choose you – your marketing becomes sharper and more effective.

You’ll know:

What to say
Where to say it
Who to say it to

The result? More impact with less spend.

Meet the Consultant: Angus Cooper

Angus Cooper is a business advisor who works closely with SME owners to improve performance, increase profitability, and build long-term value — whether the goal is to grow, restructure, or prepare for a succession or a future exit.

With experience in corporate leadership and SME turnarounds, Angus combines strategic insight with practical know-how. Over the past decade, he’s helped owner-led SME businesses across multiple sectors improve profitability, sharpen direction, and prepare for succession or sale.

Final Thoughts

The most effective marketing starts with clarity. Before you launch another campaign, take time to define your positioning, message, and strategy.

If you need help identifying your USP and aligning your marketing efforts, Oxygen8 can support you.