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The five goals of marketing activity

By Chris Talintyre

You will find talking to a group of small business owners that many say marketing is for big companies that can use AI or whatever the latest trend is.

But some will follow the herd and jump on the latest hack or tactic they came across on social media.

Standing on the sideline, it feels like watching a group of five-year-olds playing football.

Remember that the function of marketing is to increase revenue. If you cannot demonstrate a return on investment: it is an activity that has failed.

Each marketing activation must achieve at least one of these things:

  1. Increase average order value.
  2. Increase the number of orders.
  3. Increase the number of trialists.
  4. Increase the number of paying customers.
  5. Increase the customer lifetime value.

What is critical for the business owner is not the method chosen but the journey the marketing helps clients take to arrive at one or more of the five results described above.

Using a marketing consultant is like having an experienced football coach on the sideline who can help your team move the ball away from the competitors and into the goal.

The consultant will advise you on how to get meaningful results for your organisation, work on incremental strategy improvements or deliver activations.

The Premier League starts again this week. Are you ready to energise your marketing?

Chris Talintyre | UK Business Advisors (

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