The Marketing Iceberg
Why Surface-Level Tactics Could Be Sinking Your Strategy
We work alongside Kiwi businesses day in, day out. And when they talk marketing, the conversation often sounds like this:
“We need a new logo.”
“Can you run some Google ads?”
“Should we be on Facebook or Insta?”
“A catchy tagline might help.”
They’re not wrong — but they’re only the tip of the marketing iceberg.
The problem with only focusing on what’s visible is that you miss the foundational work beneath it — the strategy, structure, and systems that set up Kiwi businesses for long-term growth.
Under the Surface:
Where Real Marketing Happens
What most business owners don’t realise is that the parts of marketing that actually drive results aren’t flashy — they’re the planning, testing, and behind-the-scenes systems that make everything else work.
Not the punchline. The process.
Here are just a few of those essential building blocks:
Buyer Persona Development
Identifying who your ideal customers are — what they care about, what problems they face, and what influences their buying decisions.Data Analysis & Attribution
Looking at the numbers to see what’s working (and what’s not) — so you don’t waste time and money on actions that don’t generate results.Customer Journey Mapping
Understanding the steps people take before they buy — so you can guide them from “just looking” to “ready to buy.”Lead Nurturing
Staying in touch with potential customers over time — with helpful content or follow-ups — so they remember you when it matters.Community Building
Creating loyal customers who don’t just buy from you — they tell others about you and keep coming back.
How We Help:
Deep Marketing Strategy That Works
At Right Hand Man, we help Kiwi small and medium businesses refocus on what drives results. And that starts by getting back to solid marketing fundamentals.
It’s not about buzzwords or chasing trends. It’s about helping you build marketing that’s clear, structured, and actually works. Here’s how…
Brand Positioning
If you can’t clearly explain why someone should choose your business over the competition, you’ve got a positioning problem. And that shows up everywhere: your website, sales conversations, content, and pricing. We help you sharpen your message, define what makes your offer unique, and carve out your niche. Good positioning = stronger strategy.
Strategic Marketing Plans
Most business marketing is ad-hoc. We help you zoom out and get a clear plan in place — one that ties your business goals to your marketing actions. With the right plan, you stop reacting and start making deliberate moves that support long-term growth.
Buyer Personas & Journey Mapping
Too many businesses market to “everyone.” That’s marketing to no one. We help you map who your ideal customers really are — and then create messages and offers that meet them where they’re at, whether they’re discovering you for the first time or ready to make a decision.
Your marketing feels scattered or stuck at surface level?
We offer a no-pressure, 30-minute strategy session to help you identify what’s working, what’s not, and what to focus on next.