Local Leaders | Southern Highlands Chamber of Commerce and Industry: Marketing an essential tool for growth

With the proliferation of social media and content marketing strategies such as e-newsletters, relying on word-of-mouth to attract new clients may no longer be enough.

Not only are prospective clients time-poor, they are being inundated with information about services and products from rival businesses. Marketing should not be seen as another expense, but an essential tool for growth.

EXPERT TIPS: Steve Horton is the president of the Southern Highlands Chamber of Commerce.

EXPERT TIPS: Steve Horton is the president of the Southern Highlands Chamber of Commerce.


You need a point of difference and a brand that is known for something. Competitive analysis is an integral part of any marketing plan. Remember brand consistency also extends to how enquiries and phone calls are handled, personal presentation, business location and set up. 

Increase your profile 

Being seen and heard is a sure-fire way to build credibility with a specialist audience and becoming a recognised leader in the field. 

Strategic partnerships

One of the quickest ways to grow a business is through strategic partnerships or alliances. In the time it takes to have one conversation with a customer you could have one with a partnership that has 100 prospects.  

Understand your customers

Knowing who your customers are, their life stages, wants and needs underlies every effective strategy. You should be able to segment your customer base to provide content that will lead them to taking the next step with you as a business. And when it comes to attracting new business, remember there is no one-size-fits-all approach. 


Develop a 12-month marketing plan with multiple touch points, which is reviewed every six months. Planning over a 12-month period allows business owners and employees to identify when they need to step back from working in the business to put effort into growing the business.

I invite you to practice these skills at one of our 6 Degrees of Separation event. For more information check out our web page at www.shchamber.com.au or call 0477012151.


Discuss "Marketing not just an added extra"

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