How much can digital marketing impact your business?
Peter Tu
One of the most common questions we hear is "how much can digital marketing actually impact my business?" The honest answer: it depends. Results range from minimal to transformative depending on several key factors.
The Impact Spectrum
Digital marketing effectiveness isn't uniform. Six factors influence how much impact you can expect:
1. Type of business - Some business models are naturally better suited to digital
2. Scale of delivery - Local, national, or online operations each have different potential
3. Business maturity - Established demand vs building awareness from scratch
4. Product or service quality - Marketing amplifies what you have, good or bad
5. Operational capacity - Can you handle increased demand?
6. Marketing goals - Leads, sales, awareness, or loyalty all require different approaches
Matching Goals to Channels
Different business goals align with different digital marketing channels:
| Goal | Recommended Channels |
|---|---|
| Phone calls | Local SEO, Google Ads |
| Store visits | Google Maps, organic rankings |
| Free trials | Lead forms, email, retargeting |
| Lead generation | Typeform, Meta Lead Ads, LinkedIn |
| Bookings | Booking flows, automation |
| Purchases | CRO, Search, Social ads |
Growth Strategies at Every Stage
Stage 1: Free Growth
Before spending anything, exhaust these options:
- Network outreach and referrals
- Social media posting (organic)
- Competitor research
- Cold outreach
Stage 2: Foundations Without Paid Spend
Build your infrastructure before advertising:
- Technical SEO improvements
- Website usability enhancements
- Content strategy development
- Lead magnets (eBooks, calculators, guides)
- Email automation setup
- CRM implementation
- Google Business Profile optimisation
- Referral systems
- Performance tracking
Stage 3: Paid Digital Growth
Once foundations are solid, scale with paid:
- Google Ads (Search, Shopping, Display)
- Meta/Instagram advertising
- LinkedIn campaigns (B2B)
- TikTok campaigns
- YouTube video ads
- Affiliate and influencer marketing
Critical Questions Before Investing
Before committing budget, honestly evaluate:
1. Does advertising align with your business model? - Not every business benefits equally from digital advertising
2. Does your website serve customer needs? - Traffic to a poor website is wasted
3. What actions should visitors take? - Clear conversion paths are essential
4. Do digital channels generate actual demand? - Is your audience searching online?
5. What's your customer lifetime value? - This determines how much you can spend to acquire
6. What's the realistic ROI potential? - Be honest about expected returns
The Bottom Line
We focus our resources on businesses where measurable growth is achievable. Not every business is ready for digital marketing investment, and that's okay.
Readiness and alignment are essential prerequisites for success. Get the foundations right, answer the hard questions honestly, and you'll be in a much better position to see real impact from your digital marketing efforts.
Peter Tu
Digital Growth Marketer / Founder
Digital growth marketer and founder with 12+ years of experience managing over $100 million in ad spend. I started by building my own ecommerce business, which shaped my approach to efficient growth, then went on to help established brands scale through performance channels. My focus is data-led strategy and honest advice about what will actually work for each brand.