“In a busy marketplace, not standing out is the same as being invisible.” – Seth Godin
Marketing can feel overwhelming for many SMEs in the IT channel, especially when budgets are tight and competition is fierce. The good news is that effective marketing is less about money and more about smart, consistent actions.
Below is a practical summary of the five articles from my recent Marketing on a Budget series with the key ideas you can apply immediately.
Marketing on a budget without overspending
While 40% of small businesses cut marketing first during budget reviews, 73% of those who maintained or increased spend outperformed their competitors. Marketing on a small budget isn’t about spending less. It’s about spending wisely. Position before promotion: if you’re not absolutely clear on who your ideal customer is and why you’re different, no budget will save you. Track Customer Acquisition Cost (CAC) and Customer Lifetime Value (CLTV) by channel. If CLTV exceeds CAC, you’re building a business.
Targeted marketing channels that maximise ROI
Most wasted spend comes from using the right message in the wrong channel. The goal isn’t to be everywhere, but in the right places consistently. Most businesses perform best with two to four well-chosen channels executed excellently. For IT resellers, prioritise LinkedIn for B2B, local tactics (Google Business Profile, partnerships), referral programmes (typically 70% to 90% lower CAC), and email marketing (highest ROI of any digital channel).
Content and SEO strategies that attract customers
Your competitors aren’t always better. They’re winning because they’re being found. Organic marketing compounds over time. Unlike ads that stop when you stop paying, good content keeps attracting customers month after month. Your website is your best salesperson, working 24/7. Content that works includes problem-solving articles, case studies, comparison guides, and FAQs. One strong article becomes a LinkedIn post, email snippet, social graphics, video script, and sales tool. Consistency over volume wins.
Marketing to sales conversion
Marketing that doesn’t lead to sales is noise. Marketing and sales aren’t two functions, but two halves of the same customer journey. When they work in isolation, customers fall between the cracks. Align around shared goals and metrics. A basic CRM is your organisational memory – and essential. Simple three-email sequences (value, proof, action) maintain relationships without overwhelming your team. Remember: retention is where conversion reaps its biggest reward. It’s far more cost-effective to sell again to someone who already trusts you.
Your website as a 24/7 sales engine
Your website isn’t just another marketing channel. It’s the hub connecting them all. Every campaign eventually points here. You must own your domain, hosting, intellectual property, and credentials. The three Cs of website success are control (own your assets), clarity (communicate clearly within five seconds), and consistency (align across every touchpoint). Essential standards include load time under three seconds, mobile optimisation, SSL certificate, and fresh content.
Your action plan
Clarify your positioning before spending another rand. Choose two to four high-fit channels and execute excellently. Build organic assets that compound over time. Align marketing and sales around shared goals. Optimise your website as the hub connecting everything.
Budget allocation: 65% to proven channels, 25% to brand building, 10% to experiments. Measure, review quarterly, cut what doesn’t work, and double down on what does.
The lessons I learnt in my decades of channel leadership roles, consistent brand building delivered the highest ROI. You don’t win by outspending competitors. You win by out-positioning, out-communicating, and out-lasting them.
If you’re serious about scaling your business, start by making marketing a board-level conversation. Not next year. Now.