May 2025 - one x

If your marketing strategy feels scattered, you’re not alone. Many businesses dive in without a clear plan — then wonder why results are slow or inconsistent.

At one x, a full-service marketing agency in Canberra, we help Australian brands take the guesswork out of marketing. With the right strategy, you can cut through the noise, build stronger customer relationships, and drive long-term growth.

This guide walks you through the key marketing strategy steps every business should follow—plus tips to boost customer loyalty, improve CX, and get more value from your marketing efforts.

Why You Need a Marketing Strategy

A well-defined marketing strategy framework ensures you’re not just “doing marketing”—you’re doing it with purpose. It helps you:

Stay consistent across channels
Reach the right people at the right time
Improve your customer experience
Grow without wasting time or budget

Ultimately, your marketing strategy will set the tone for the roadmap for long-term business marketing success.

Step 1: Define Your Goals

Start with clear, measurable goals. What do you want marketing to achieve—more leads, sales, retention?

Use the SMART method: Specific. Measurable. Achievable. Relevant. Time-bound.

Example goals:

Grow email list by 1,000 in 3 months
Improve customer retention by 15%
Increase traffic by 30% in 6 months

Set goals before jumping into tactics. It makes everything else sharper.

Step 2: Know Your Audience

Don’t market to “everyone.” Know exactly who you’re trying to reach.

Build clear customer personas that include:

Demographics and behaviours
Key challenges and goals
Where they hang out online
How they prefer to engage with brands

The better you know your audience, the easier it is to improve CX, drive loyalty, and make your message stick.

Step 3: Research the Competition

Who else is targeting your audience? What are they doing well — and where are the gaps?

Check out:

Their messaging and offers
How they position themselves
What channels they use
What customers are saying in reviews

Use that insight to sharpen your edge and avoid blending in.

Step 4: Build Your Strategy Framework

Now pull everything together into a clear, practical plan. Your marketing strategy framework should include:

Brand positioning and tone
Channels you’ll use (SEO, social, email, paid ads)
Content plan
Customer journey mapping
Retention and CX strategies

This becomes your team’s guide to consistent, focused execution.

Step 5: Pick the Right Channels

Choose platforms based on where your audience spends time — and what aligns with your goals.

Common channels include:

Search (SEO & Google Ads) – for high-intent traffic
Social media – for brand building and engagement
Email – for nurturing and retention
Content marketing – for education and trust

Don’t try to do everything. Focus on what works best for your business.

Step 6: Prioritise Customer Experience (CX)

Marketing gets them in. Customer experience keeps them coming back.

Make it easy for customers to:

Find information
Get help when needed
Buy or sign up
Stay connected post-purchase

Use tools like:

Live chat or AI chatbots
Personalised email flows
Feedback surveys
Loyalty programs

Good CX = better customer retention and referrals.

Step 7: Plan Your Content

Content drives everything — from visibility to conversion.

Create a plan that includes:

Blog posts
How-to guides or ebooks
Case studies
Videos and short-form content
Email newsletters

Make it relevant, helpful, and aligned with your customer’s needs.

At one x, we help businesses craft high-performing content plans tailored to their goals and audience.

Step 8: Track Performance

What gets measured gets better. Track your most important KPIs so you know what’s working.

Key metrics:

Website traffic and bounce rate
Conversion rate
Customer acquisition cost (CAC)
Lifetime value (LTV)
Email open and click rates

Use the data to refine and improve. Strategy isn’t one-and-done—it’s ongoing.

Step 9: Don’t Forget Retention

New leads are great. But keeping customers is cheaper — and more profitable.

Ways to drive customer loyalty:

Personalised email follow-ups
VIP offers or discounts
Great support experiences
Loyalty rewards or early access perks
Collect and act on feedback

Strong retention = stronger business.

Step 10: Work with Experts

The best marketing strategies are tailored, tested, and tightly executed. That’s where we come in.

At one x, we help businesses across Australia design and run strategies that drive real growth. Whether you’re starting out or scaling up, we make sure your marketing works harder—without costing more.

Quick Wins: Marketing Success Tips

Here are some fast tips to improve your results:

Keep your brand voice consistent
Use customer reviews in your content
A/B test landing pages and emails
Build automations to save time
Make sure your website is fast and mobile-friendly

Ready to Build a Smarter Strategy?

If your marketing isn’t bringing in the right customers—or any customers at all—it’s time to rethink your strategy.

At one x, we partner with Australian businesses to create smart, scalable strategies built for growth. From small business marketing strategies to complex digital rollouts, we’ve got the tools and team to help you succeed.

👉 Book a FREE Consult with our customer experience experts at one x today.
Let’s turn your goals into a real, results-driven plan.

Related Articles:

The hyper-competitive digital world does not afford businesses to throw money at marketing campaigns and hope they work. If you’re not actively tracking and analysing your marketing performance, you’re flying blind—and wasting precious budget.

Yet with so many marketing metrics, analytics dashboards, and “industry best practices” floating around, how do you know what’s actually worth measuring?

That’s exactly what we’re breaking down today.

As Canberra’s trusted full-scale digital marketing agency, One X is pulling back the curtain on marketing performance tracking. We’ll help you zero in on what truly matters, show you how to track it properly, and ultimately, make smarter marketing decisions that drive measurable ROI.

Let’s demystify it!

Why Marketing Performance Tracking Matters

Marketing without measurement is just guesswork. When done right, marketing performance tracking gives you a clear, data-backed understanding of what’s working, what’s not, and where to optimise. Whether you’re running Google Ads, email campaigns, social media, or SEO, every dollar should have a purpose—and a measurable outcome.

Benefits of performance tracking include:

Smarter budgeting and resource allocation
Better understanding of customer behaviour
Higher ROI through informed decision-making
Easier reporting and accountability
Faster pivoting when campaigns aren’t delivering

Without tracking, you can’t improve. And without improvement, you can’t compete.

The Problem: Most Marketers Are Measuring the Wrong Things

One of the biggest mistakes brands make is tracking too many metrics—or worse, tracking the wrong ones. It’s easy to get caught up in vanity metrics like impressions, followers, or page views. While these may look good in a report, they rarely translate into actual business outcomes.

The key is to focus on actionable metrics tied to your business goals. That’s where the right Key Performance Indicators (KPIs) come into play.

What Are KPIs in Marketing?

Key Performance Indicators (KPIs) in marketing are the measurable values that indicate how effectively your campaigns are achieving specific objectives.

But not all KPIs are created equal. Your marketing KPIs should align with your business goals—whether that’s lead generation, sales, engagement, brand awareness, or customer retention.

Examples of high-impact marketing KPIs:

Cost Per Lead (CPL)
Conversion Rate
Customer Acquisition Cost (CAC)
Return on Ad Spend (ROAS)
Website Goal Completions
Email Open & Click-Through Rates
Lead-to-Customer Ratio

Let’s look at how to track these effectively.

How to Track Marketing Performance (The Smart Way)

Here’s a step-by-step approach to building a performance tracking framework that works:

1. Set Clear Campaign Objectives

Before you launch any campaign, ask: What does success look like?

Be specific. “Increase brand awareness” is vague. Instead, try:

“Grow Instagram engagement by 30% over 3 months”
“Generate 50 qualified leads through paid ads this month”

Clarity drives better measurement.

2. Choose KPIs That Align With Your Goals

If your goal is lead generation, don’t obsess over likes or impressions. Track:

Leads generated
CPL
Conversion rates on landing pages

If you’re focused on ecommerce sales, track:

Sales volume
Revenue per channel
ROAS

3. Use the Right Tools

Invest in reliable marketing analytics tools to centralise your data. Popular platforms include:

Google Analytics 4 (GA4) – Web and app analytics
HubSpot – CRM and marketing performance dashboards
SEMrush / Ahrefs – SEO and content metrics
Meta Business Suite / Google Ads Manager – Paid campaign analytics
Looker Studio (formerly Data Studio) – Custom reporting dashboards

At one x, we build integrated dashboards for clients, combining multiple data sources for a complete performance snapshot.

4. Implement Conversion Tracking

Set up tracking pixels and goals across your website and ads. Examples:

Google Tag Manager for event tracking
Facebook Pixel for retargeting and conversions
Custom thank-you pages for form submissions

Tracking user behaviour and conversions is the backbone of any good marketing analytics strategy.

5. Monitor, Report & Optimise Regularly

Don’t set and forget your campaigns. Analyse data weekly, compare to benchmarks, and iterate quickly.

Use A/B testing, tweak ad copy, adjust bidding strategies, refine targeting—everything should be data-driven.

Top Marketing Metrics You SHOULD Be Tracking

Let’s break down the metrics that actually matter depending on your marketing goals.

💡 For Lead Generation

Cost per Lead (CPL)
Landing page conversion rate
Lead quality score
Lead-to-sale conversion rate

💡 For Brand Awareness

Reach
Share of voice
Branded search volume
Social mentions / sentiment

💡 For Sales & Revenue

Customer Acquisition Cost (CAC)
Average Order Value (AOV)
Sales revenue per channel
ROAS (Return on Ad Spend)

💡 For Engagement

Time on site
Pages per session
Email click-through rate (CTR)
Social media engagement rate

Focus on outcome-driven metrics over surface-level ones. A thousand page views mean nothing if no one converts.

Top Marketing Metrics You SHOULD Be Tracking

Real-World Example: How one x Tracks Campaign Success

Let’s say an Australian real estate agency partners with one x for a lead generation campaign targeting first time-home buyers.

Here’s how we’d approach it:

Goal: Generate 100 qualified leads in 30 days via Facebook and Google Ads
KPIs:

Total leads submitted via landing page
CPL (target = under $50)
Click-through rate (CTR) on ads
Landing page bounce rate
Call bookings from email nurture flows

Tools:

Google Analytics 4
Meta Ads Manager
Custom one x performance dashboard
HubSpot CRM for lead tracking

By monitoring performance daily, we can optimise creative, shift budget across platforms, and tweak messaging to ensure we hit targets.

The result? Higher-quality leads, a lower CPL, and a campaign that actually delivers ROI.

Common Tracking Mistakes to Avoid

Even experienced marketers fall into these traps:

❌ Measuring everything – Not every metric is worth your time. Focus on outcomes.
❌ Ignoring attribution – Know which touchpoint actually drove the conversion.
❌ Not setting benchmarks – How do you know what “good” looks like?
❌ Poor tracking setup – Broken pixels or missing goals = inaccurate data.
❌ Focusing only on short-term results – Some strategies (like SEO) take time.

If you’re unsure whether your tracking setup is accurate, book a free consult with our experts—we’ll audit your current systems.

Elevate Your Marketing With Better Data

Marketing success doesn’t come from guesswork—it comes from data-backed decisions, clear goals, and constant optimisation.

At one x, we help Australian brands decode their marketing performance so they can start growing with confidence.

Whether you’re a small business looking for clarity or a national brand needing full-scale marketing support, we’re ready to help you track what matters—and act on it.

Take the Next Step in Your Brand Experience Journey

Want your brand to truly stand out and connect in today’s digital world? At one x, our branding strategists craft distinctive, results-driven brand experiences tailored for Australian businesses.

Book a FREE Consult today and see how a strategic brand experience can spark real business growth.