If you follow my posts and articles, you’ve likely seen me talk about tactics — stronger ad performance, better follow-up, and creative ways we’ve used content to move the needle.

But here’s an important distinction:
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Those results didn’t come from tactics alone.
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They worked because we had the strategy behind them.
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Two Hard Lessons That Changed Everything​

Not long ago, a client I’d worked with before asked me to generate leads for a new project.

We’d had great results in the past, so I said yes.

But this time, it was a different division. Different team. Different systems.
Leads came in… the team were thrilled... but months later only a handful of sales.

There was no follow-up structure. No visibility on where people were in the pipeline.
We had to stop and go back to square one.

Another smart, capable client who had a solid practice from networks and referrals didn’t want to build any social proof on his website or create any content for his company's social media presence. No content, no visibility, no effort to warm up the market.

So we ran ads anyway.
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The leads came in — but they were expensive and hard to convert.
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There was no ecosystem of trust to support the sale.

 The Shift to Strategy-First

I’ve learned the hard way that tactics without structure just create more noise — or worse, more cleanup.

Now, every project starts with strategy.

We define the audience.
Craft the message that resonates.
Shape the offer so it’s easy to say yes to.
And then — only then — do we turn on the tactics.
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That’s the system I now call The Actual Impact Method.

 Strategy Creates the Conditions for Tactics to Work

The case studies I share might focus on one win — a campaign, a follow-up fix, a positioning tweak.
But what made those things work was everything we did before that moment.

That’s the difference between random activity and actual growth.

If you’re profitable but stuck — if growth feels harder than it should — chances are you don’t need more tactics.
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You need a strategic plan.

Content Creation: Nurturing Engagement and Long-Term Value.

Content creation is pivotal in establishing brand authority, nurturing engagement, and fostering long-term relationships with your audience. Valuable content positions you as an industry expert, builds trust, and creates a loyal customer base.

Through engaging articles, informative videos, and insightful podcasts, you establish yourself as a trusted authority, attract organic search engine visibility, and foster a community of loyal supporters.

Striking the Balance: Leveraging the Best of Both Worlds.

The key to maximising profit growth is striking the right balance between paid ads and content creation. While paid ads deliver immediate results, content creation establishes a foundation for long-term success.

By integrating the two, you can leverage the strengths of each to drive profits. Invest in targeted ads to quickly reach your desired audience, generate leads, and boost conversions.

Pair paid ads with valuable content that nurtures engagement, builds brand loyalty, and fosters ongoing relationships. Continually optimise your paid ad campaigns and content strategy based on data-driven insights to refine and amplify your results.

Conclusion:

Finding the perfect balance between paid ads and content creation is crucial for sustainable profit growth. By evaluating your business objectives, industry dynamics, and target audience, you can fine-tune your approach. At Actual Impact Consulting, we understand the importance of this balance and are here to support you in achieving remarkable success.

If you have any questions or need tailored guidance, please don't hesitate to reach out. We're dedicated to helping you navigate the ever-changing landscape of digital marketing and drive your profit growth.


Author: Patrick Loke
E: [email protected]

Could you be missing out on valuable opportunities because your small business can’t afford a swanky PR agency? Organizations of any size can benefit from public relations, and there are many techniques that you can use on your own.
 
You probably already engage in public relations activities as you go about your customer service, social media updates and other daily tasks. Becoming more intentional could make you more successful in communicating strategically, building a positive reputation, and increasing your sales.
 
While PR requires time and effort, the payoff can be significant because it’s usually less expensive than paid advertising and regarded more favourably. Excellent customer experiences lead to glowing online reviews that are becoming increasingly important in modern business.
 
General Principles for Public Relations for Small Businesses 
Public relations is how you shape your image and build relationships between your business and the public. That usually includes customers, employers, and investors, as well as other audiences that matter to you.
 
Keep these relationship-building strategies in mind: 

1. Tell your story. Put a friendly human face on your business. Demonstrate what makes you special and unique. Forge an emotional connection by being sincere and authentic. Ask your loyal customers what they love about you. Your message will sound even more persuasive coming from them.
   
   
2. Stay informed. Keep up with what’s going on in your field. Network with others, attend conferences and read industry publications and local news.
   
   
3. Be helpful. PR is more successful when you concentrate on what you can do for others. Try to give customers and prospects what they need instead of thinking only about promoting your interests.
   
   
4. Do your homework. Use websites like Anwer The Public and forums to research the questions people ask online about your industry. The research will help you to identify their needs and customize your PR content.
   
   
5. Read reviews. Check out the reviews on competitors social pages and websites. Note the experiences and outcomes that people love and that they hate. You can then craft communications that speak to the desires and dislikes of your market.
   
   
6. Follow through. Lasting relationships depend on trust. Be prepared to deliver what you promise and ensure that you have data to support your claims.
   
   
7. Spot trends. You can learn from PR experts even if you don’t have the budget to hire them. Pay attention to what other businesses are doing well and adapt some of their initiatives to reach your own goals.

 
Specific Strategies for Public Relations for Small Businesses 
You have plenty of options, so find the mix that works for your business. You may get your greatest return from traditional media, digital platforms, or live interactions.
 
Try these techniques: 

1. Take advantage of the proliferation of content creators. Greater visibility is one of the rewards of PR, especially if you receive favourable treatment from respected sources. Pitch your story and do interviews. There may be hundreds of bloggers and podcasters who would love to interview you if you reach out and offer valuable insights for their audience. You can often re-publish this content on your own channels too.
   
   
2. Share your expertise. Put your knowledge and experience to work. In addition to providing content for news stories, you can publish your materials, book speaking engagements, and participate in online forums.
   
   
3. Monitor your mentions. Keep track of what others are saying about you. Sign up for Google Alerts or other notification services. Respond promptly to criticism and thank others for their feedback.
   
   
4. Give back. Support your local community and worthy causes. Donate money and encourage your employees to volunteer. Sponsor a fun run or local clean up initiative.
   
   
5. Create resources. Develop an accessible archive of high-quality content. That way, you’ll be prepared to make a positive impression when potential customers search for information.
   
   
6. Consider outsourcing. While there are many things you can handle yourself, if you want to ramp up your exposure, you may explore professional PR services too. The investment could be worthwhile once you have found a winning message that resonates with your audience or if you want to launch a major new campaign.

 
You can communicate effectively and build mutually supportive relationships with a DIY approach to public relations. Strategic outreach will help your small business to stand out and succeed.