Why businesses buy the wrong services
Most businesses buy marketing services based on what they have heard about, not what their customers actually use to find them.
A local accounting firm invests in Instagram because it is popular. Their clients never found them there — they found them on Google.
A DTC clothing brand runs Google Search ads because they heard ads work. Their customers are on Instagram, not typing product queries into Google.
The channel and the customer have to match. When they do not, the money is wasted and the business concludes that marketing does not work.
It worked. Just not for that customer, on that channel.
The channel and the customer have to match. When they do not, the money is wasted and the business concludes marketing does not work.
Not sure which channels fit your business?
We look at how your customers find and buy — and tell you exactly which channels to fund first. Free, 45 minutes.
Book a free audit →How to figure out which channels you need
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1. How do your customers find you right now?
Ask your last 10 customers: “How did you find us?” Google search → you need SEO and Google Ads. Word of mouth → you need referral programmes and reviews. Social media → you need social content and Meta Ads. Someone recommended us → you need an email list and retention marketing. This single question tells you which channel is already working without you and deserves investment.
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2. Do your customers search before they buy?
If someone can Google what you sell and find relevant results — you need to be in those results (per Think With Google’s search behaviour research). Local businesses (“dentist near me”): Local SEO + Google Ads non-optional. E-commerce (“best running shoes for flat feet”): Google Shopping + SEO. B2B (“project management software for agencies”): Content marketing + SEO. If nobody is searching for what you sell — skip SEO for now and use paid ads to create demand. SEO, PPC, or social: which first →
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3. Is your product visual?
Food, fashion, beauty, fitness, home goods, travel — categories where a photo or video of the product can make someone want it. If yes: Instagram, TikTok, Meta Ads, Pinterest. If no: social media is a supporting channel at best, not a primary acquisition channel. A B2B software company should not be prioritising TikTok. A bakery should not be prioritising LinkedIn. Match the medium to the message.
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4. Are you selling to businesses?
B2B requires different channels entirely. Your buyers are on LinkedIn, reading industry newsletters, and Googling specific problem queries (per HubSpot’s B2B marketing data). B2B channels: LinkedIn Ads, content marketing targeting search queries, email outreach, industry partnerships. B2B does not work well on Instagram, TikTok, Google Shopping. The exception: B2B with visual products (architecture, furniture, fashion wholesale) can use Instagram effectively.
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5. How fast do you need results?
This determines whether you start with paid or organic. Need customers in 30 days → paid ads first, full stop. Have 6+ months of runway → invest in both simultaneously. Very tight budget → Google Business Profile + local SEO first (free), then smallest viable paid ad budget. Paid ads vs organic →