How to find and keep your ideal customers

When May Pike founded her gourmet marshmallow business Cloud Theory in 2018, a few striking photos were all she needed to stop the scroll. “They were so unique and beautiful that they stood out instantly,” she says. But over time, the social media business model began to shift. “The space became saturated with stunning desserts and handcrafted treats so visuals alone weren’t enough,” explains May.

Faced with a crowded feed, she realised she needed to go deeper so Cloud Theory started focusing on video content featuring May speaking directly to her audience. The result? She discovered that while customers might come for the pretty pictures, they stay for someone they can trust.

Get to know your customers

In a world where competition is loud and the fight for attention is constant, business owners need to find fresh ways to cut through. That requires more than posting, says Lauren Begley, founder of Propel Digital. It needs a solid marketing approach.

“There’s an art to getting your marketing strategy right,” she says. “Business owners are busy so it’s about balancing frequency with the right channels. One of the biggest mistakes we see is business owners sitting on their hands because they’re afraid to mess up or they simply don’t know where to begin.”

From email marketing to Instagram ads, the options can feel overwhelming. The best first step? Stop guessing and start talking. “Survey your current customer base,” suggests Begley. “Ask them why they chose you and what problems they are trying to solve. Then, find out where they actually hang out online. Do they want an email in their inbox or are they scrolling TikTok?”

Get clear on your message

Once you know where to show up, you need to nail the “what”. As May learnt from those early social media trials, “it’s not just about who has the best product, it’s about who tells their story the loudest and most consistently. The business that communicates clearly and frequently is the one that gets noticed.”

To sharpen your message, Begley recommends two moves. First, play detective with your competition. “By looking at their services, prices and customer reviews, you can spot the gaps they’ve overlooked,” she says. “If customers are complaining about something a competitor lacks, make that the hero of your own marketing.”

Then, get honest with your data. Begley stresses that no matter how new you are to digital marketing, it’s always worth the look back. “The data will tell you if your approach is working; if it’s falling flat, you have the permission to pivot,” she says.

Embrace automation and stay consistent

If you really want to hit your stride, your next challenge is to stop doing everything manually. Options like automated email sequences or social media scheduling can take pressure off your to-do list and ensure you don’t go dark on your audience.

“It takes effort to set up automated systems properly but once you do, you’ll have a clear roadmap that keeps your strategy consistent,” says May. “It removes the constant feeling of having to reinvent the wheel every single morning.”

Marketing isn’t a set-and-forget task but getting the engine running is a big part of the battle. From there, you can tweak as you go. “Remember, things shift,” says Begley. “Never stop analysing the results and tweaking your plan as needed.”

For May, adopting a more agile approach and actually listening to her community completely changed the trajectory of her business. Cloud Theory started as a small operation at Adelaide farmers’ markets; today, May’s marshmallows are stocked in Woolworths and Costco stores. She puts most of her success down to a simple mantra: keep showing up. “It’s your job to drive awareness and get your product off shelves. The way to do that is by repeating your message clearly, over and over again.”

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Published: 14 July 2026