If you’ve ever felt like you’re ‘ticking off marketing’ with a social media post, quick email blast, or sale, you’re in good company. Small business owners are the masters of action—always moving, always juggling. The problem is, marketing activity alone doesn’t equal marketing strategy. 

It’s a common trap: we equate busyness with effectiveness. Posting often, handing out discounts, or throwing money at ads doesn’t guarantee you’ll grow the business the way you want to. That’s because those are tactics. And while tactics are important, they only work when they’re anchored in a bigger plan—your strategy. 

If you're a small business owner in Christchurch or anywhere across New Zealand, you’ve probably felt the pressure to focus your marketing efforts on social media. It makes sense—social media is everywhere. It’s engaging, immediate, and seems to be where the action is. In fact, I’ve often found that the first question clients ask me is, “Can you help us with our Instagram strategy?”

But here’s the thing: social media is just one piece of the puzzle. While it’s an important tool in any marketing strategy, relying solely on social media won’t bring the sustainable growth your business needs to thrive.