If you’re launching a new product or service, especially one that’s complex or asks people to think or behave differently, you’re essentially in the game of behaviour change. And behaviour change doesn’t come from SEO or paid ads. It comes from engagement.

I’ve worked with a few start-ups over the years, and I’m constantly meeting new ones. They often share a similar journey. At some point, someone tells them they need to “fix their SEO.” While this advice isn’t necessarily wrong, it’s rarely the most important piece of work to tackle first.

At an early stage, your challenge isn’t that people can’t find you. It’s that they’re not looking for you at all.

If people do know you, they’ll know your brand name. So unless you have some very serious SEO issues, it’s likely they ‘ll be able to find you without much trouble. What you really need to do is build awareness for your offering, while overcoming barriers and getting some sales through the door.

Think about your last client. Did they come from a random Google search? Probably not. More likely, they came through a referral, a conversation, or an event. That’s an important signal.

Amplify the approaches that work.

Instead of over-investing in SEO and ads too soon, put your resources into what actually moves things forward: conversations, communities, and in-person experiences. Create moments where people can engage and learn about what you’re building.

That’s where momentum happens.

And it’s exactly why we specialise in strategic engagement and PR / event services — because the solutions that move people don’t just inform, they create cultural shifts.

We’re your agency for future shapers.

‍

📌 This was Issue 36 of The Forward — our regular communication for conscious-minded business leaders.

Don't miss an issue — get insights and ideas like this straight to your inbox by joining our mailing list.