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Brand vs. Performance Marketing: The 60/40 Split You Probably Misunderstand

You’ve heard the mantra: “If you can’t measure it, don’t do it.”
Cool. So where does that leave brand marketing? On the bench?
Wrong.

In the age of click-through rates and daily ROAS reports, it’s tempting to funnel every dollar into performance marketing. After all, it’s tangible. It delivers. It converts (when it’s behaving).

But here’s the rub: performance without brand is like dating for years and never introducing yourself. You might get results short-term, but long-term? You’re a ghost.

The Gold-Standard Research (a.k.a. The Big Deal Study You Should Know About)

The kings of marketing effectiveness, Les Binet and Peter Field, conducted a little study you may have heard of (or, let’s be real, skimmed on LinkedIn). After analysing 15 years of data, they concluded the ideal budget split is:

🔹 60% Brand Marketing
🔸 40% Performance Marketing

This ratio consistently delivered the most effective results for both long-term growth and short-term sales activation.

But here’s the kicker…

That 60:40 split isn’t a fixed law of nature.
It’s a strategic compass that flexes depending on:

Your industry
Your company size
Your growth stage

So… What’s the Difference Again?

Performance Marketing
🔹 Immediate ROI
🔹 Highly measurable
🔹 Think: Google Ads, Meta retargeting, email flows
🔹 Feels like: “Buy now!” “Download free!” “Claim your spot!”

Brand Marketing
🔸 Builds awareness & emotional connection
🔸 Harder to track, easier to ignore…until it works
🔸 Think: storytelling, visuals, consistency, vibe
🔸 Feels like: “This brand gets me.”

Both matter. One fuels trust, the other fuels traction.

Wait, Should You Really Spend More on Brand?

Yes. But let’s reframe this…

You don’t invest in brand because you’re bored of spreadsheets.
You invest in brand so your performance channels don’t have to work so hard.

Performance marketing is the sprint.
Brand marketing builds the track.

In Binet & Field’s own words:

“Brand builds preference and reduces price sensitivity. Activation converts that preference into short-term sales.”

Rely only on performance? You’ll plateau.
Build brand alongside? You’ll scale sustainably.

So What’s Right for You?

New startup?
Flip the ratio. You might need 60% performance to get traction. But don’t ditch brand entirely, set foundations early. You are still going to need it. You don’t become the next big thing without solid brand marketing.

Established brand with solid market presence?
Swing the pendulum toward brand. Let your paid ads close the deal while your brand makes people remember it.

In a commoditised industry (looking at you, trades, tech, and wellness)?
Brand is your differentiator. People don’t remember your features. They remember your vibe.

TL;DR (But Honestly, You Should Read It)

Les Binet & Peter Field say the sweet spot is 60% brand / 40% performance.
But that’s a starting point. Not a rule.
Use performance to convert. Use brand to compound.
If you’re scaling and your ads are tanking, maybe it’s not the targeting. Maybe it’s the feeling.

Need a Hand Balancing the Two?

At Project Seven, we help you find the right split for your stage, budget, and category, then build the assets to make both sides work harder.

Let’s build your brand engine and fine-tune your funnel.

Hashtags Are Dead…Mostly

Once upon a time in the wild west of social media, hashtags reigned supreme. They were your golden ticket to gaining visibility, engagement, and, dare we say, relevance. Slap on a #blessed or #OOTD, and voilà, your post was ripe for discovery. Well, those days are over.

Don’t get us wrong; hashtags haven’t packed their bags completely, but they’ve definitely been demoted. If hashtags were once the Beyoncé of your social media marketing strategy, they’re now that one ex-Destiny’s Child member you sometimes forget existed. Here’s why, and what it means for your social media marketing strategy.

Hashtags vs. Keywords (Spoiler Alert: Keywords Win)

Instagram’s algorithm, along with most platforms, has grown up. It no longer needs hashtags to understand your content. In fact, it will punish you for still trying to hashtag stuff like it’s Mary Poppins’ carpet bag. Search functions are now powered by AI that focuses on keywords. Yes, those humble little words and phrases are now the bread and butter of discoverability.

Want to stand out? Focus on incorporating relevant keywords into your captions and visuals. Think “social media marketing tips” or “b2b content creation” instead of #SocialMediaGoals. The platforms have become smarter than us, scanning captions, comments, and even visual context to figure out what your content is all about.

Oh, and here’s a cheeky pro tip for small business owners dipping their toes into TikTok or Instagram for the first time. TikTok’s Creative Center is a goldmine for trending keywords. Use it to see what’s hot in your niche, and watch how it makes your B2B social media marketing slicker than your fave barista having a flat white already waiting for you on a Monday morning.

Why Are Hashtags Losing Out?

Searchability Has Evolved

If Instagram were a Netflix Originals lineup, hashtags would be the old, recycled reality series that everyone used to love but couldn’t get through the first episode trying to rewatch it now. The real masterpiece? Creating content that’s a Stranger Things-level hit, something the algorithm can’t resist binge-watching. It’s less about gimmicky hashtags like #fyp and more about producing truly compelling, authentic material that keeps your audience and the algorithm hooked for the next season.

Spam Reduction

Less hashtag dependency equals fewer spammy posts clogged under “#Instagood”. (Honestly, how many selfies can one tag handle?)

Content Quality Over Quantity

The algorithm’s shiny new toy is content quality. Engaging, creative, and keyword-rich posts will outperform generic, hashtag-stuffed content. Think of it as the algorithm telling us, “Do better!”

When to Use Hashtags (Yes, Sometimes They’re Still Useful)

Hashtags aren’t completely obsolete. Here’s where they still earn their keep in your social media management strategy:

Campaigns

Launching a new product or event? Create a custom hashtag for buzz and community engagement. Something like #WaffleTuesdays for your artisanal café or #DataDoneRight for your tech startup.

Community Building

Tag unites. Hashtags like #WomensHistoryMonth or #FoodiesUnite can create a sense of belonging, sparking conversations and brand love. (This is also where the algorithm for music is also a huge factor! Women’s History Month in 2025 blew up with content creators making Labor by Paris Paloma the unofficial anthem, and anyone clocking that and matching their content to that trend saw a huge uplift in reach.

User-Generated Content (UGC)

Encourage customers to tag your campaign hashtag for easy content discovery. Nothing markets you better than your happy followers singing your praises.

That said, keep it lean. Stick to 1-2 targeted hashtags that make sense instead of spamming a collage of #LoveThis #BillieEilish #ICanHasAlgorithm?

What Does This Mean for Your Social Media Marketing Strategy?

The game has shifted, but the new rules aren’t rocket science. It’s about being smarter with how you speak to the platform’s algorithm. Here’s how to revamp your approach to content creation in this hashtag-light landscape.

1. Keywords > Hashtags

Think like an SEO whiz from 2015. Use niche phrases and searchable terms organically in your captions, image descriptions, and videos. Write content that answers questions or sparks interest.

Example for your B2B social media marketing content? “How to craft a winning social media marketing strategy” or “Content creation tips for small businesses.” Boom.

2. Reels & Video First

Short attention spans love short clips. Instagram and TikTok favour Reels; weave your key messaging with trending audio and captions that pop. Video’s the undisputed king of engagement right now, so lean in. (Yes long-form content is also coming back via YouTube and podcasting, but that is a whole different topic!)

3. Quality Over Quantity

Instead of posting five times a day with bland content and 25 hashtags, focus on 1-2 killer posts a week that speak directly to your audience. Nail the tone, visuals, and actual value of the post. Authenticity is key.

4. Use Emojis Like Punctuation, Not Paint

You’re talking to primarily millennials and Gen Z on these platforms, not dolphins. A sprinkle of emojis is cool; a bucketful is not. Keep it clean, relatable, and real.

5. Get Analytical

The algorithm respects numbers. Use insights to measure what hot content sticks and which keywords are gaining traction. Refine and repeat.

The Hashtag Downlow

The verdict? Hashtags aren’t six feet under, but their shine ain’t what it used to be. They’re now a seasoning, not the main course. Brands that pivot towards keyword optimisation and creative, high-quality content will find themselves leagues ahead of those still clinging to the #2015 era of social media.

If you’re feeling overwhelmed trying to keep up with Instagram’s algorithm updates or navigating the endless trend cycles of social media, don’t panic. Social media marketing doesn’t have to be rocket science, even for a small business owner with a tight budget.

Need help turning your social strategy from tired to thriving? Drop us a line. Because, spoiler alert, nailing keywords and creating content that is authentic to your brand beats obsessing over hashtags any day.

AI Didn’t Kill SEO, It Made It Smarter

Let’s Set This Straight: SEO Isn’t Dead

Every few years, someone loudly declares that SEO is dead.
And every few years, those same people are still scrambling to figure out why they aren’t getting traffic.

Now that AI tools can whip up blogs, analyse keywords, and generate titles in seconds, some marketers are claiming SEO’s time is up. But if anything, AI just made SEO more powerful, not obsolete.

Here’s why.

Search Hasn’t Disappeared, It’s Evolved

People haven’t stopped Googling. They’ve just gotten more specific, more impatient, and more results-savvy.
We’re seeing search queries like:

“best social media strategy NZ small business”

“how to automate client onboarding with Notion”

“AI content vs human content SEO”

These are long-tail, context-rich, intent-driven queries. They’re exactly where SEO shines, when you know how to meet that intent with clarity, speed, and value.

AI Needs a Brain and SEO Gives It Purpose

AI can write. Sure. But can it research like your client would? Can it localise content for Kiwis? Can it embed smart internal linking, optimise alt text, or ensure your page actually speaks to buyer pain points?

Nope. It needs guidance. Structure. Goals.
That’s SEO. Without strategy, AI is just noise on a page.

Google Still Ranks Human Value

Google’s Search Quality Evaluator Guidelines (yes, they’re a thing) still prioritise pages that show experience, expertise, authoritativeness, and trustworthiness aka “E-E-A-T” in SEO land.

If AI is helping you improve speed and clarity, great.
But if it’s being used to churn out generic sludge, Google can and will bury it. The future of SEO lies in blending human-led quality with tool-assisted efficiency, not picking one or the other.

Real Businesses Still Need Local Visibility

When someone types “builder North Shore Auckland” or “copywriter Christchurch,” they don’t want AI-generated content that was copied and pasted from another site. They want to find someone legit, near them, with a good Google review trail and a site that loads fast on mobile.

Local SEO is alive, thriving, and even more important in an AI-saturated world. Relevance, reputation, and proximity still win.

Smart SEO Is Now a Competitive Advantage

Here’s the secret: AI makes bad SEO worse and good SEO unbeatable.

You can use AI to speed up content planning, bulk-write ideas, or audit meta descriptions. But you still need someone who knows what good looks like. That’s where the real advantage kicks in.

Because if your competitor is using ChatGPT to write their blog posts with zero strategy, and you’re using it to support a fully mapped-out keyword plan backed by content intent, you’ll win every time.

Bottom Line? SEO Isn’t Dead. It’s Just Smarter Now.

The rules have changed, but the game isn’t over.
If anything, SEO is more powerful than ever IF you know how to use it properly.

We help Kiwi businesses combine sharp SEO strategy with the right use of tools, so you get seen by the right people for the right reasons.

Want to sharpen your strategy? Explore our SEO Services

Understanding Opportunity Cost as a Small Business Owner

Running a small business or startup is often a balancing act, filled with countless decisions that can shape the future of your company. One critical concept that many entrepreneurs overlook is opportunity cost. How often are you thinking about opportunity cost when it comes to your business? Let’s dive into why understanding and considering opportunity cost can be a game changer for your enterprise.

It Should Be Easy…But It Isn’t: Social Media Management (Pt 1)

Let’s talk about the elephant in the room—or should I say, the blue bird, the thumbs-up icon, and that little camera that could. Yes, we’re talking about social media this time. You know, that thing we all thought would be a walk in the park, like teaching your grandma to use emojis. But as it turns out, it’s more like teaching her to code in Python.

It Should Be Easy But It Isn’t: Automation (Part 3)

In our third and final (we promise) discussion about automation for small businesses we are going to talk about implementation.

It Should Be Easy But It Isn’t: Automation (Part 2)

You thought we were done didn’t you? Not quite, there is still a fair bit more to know on this one.

It Should Be Easy But It Isn’t: Automation (Part 1)

The very concept of ‘automation’ evokes thoughts of simplicity, being easy and straightforward, and efficiency, right?

Then you immediately figure out how you could be using automation to make your life as a small business owner easier, and suddenly the world all falls into place, and you sail off into the sunset on your piles of cash. Right? Right?!

Lessons from the Peaky Blinders aka Small Business Owners Are Trench Diggers

Don’t worry – no previous knowledge of Peaky Blinders required. Much like Tommy Shelby, small business owners find themselves constantly tunneling the trenches, ducking bullets, and facing adversaries head-on. We are the type to commit to the relentless pursuit of success amidst sometimes seemingly insurmountable odds.

Small Business Owner’s Guide: The Value of Your Time

In the wise words of Miles Davis, “Time isn’t the main thing. It’s the only thing.”

This statement couldn’t be truer for small business owners. You have everything to get done, but there are only so many hours in a day or week to do it. If you’re feeling overwhelmed and turn to the internet for advice, you’re likely to find a plethora of management strategies promising perfection—for a price. These can often be too vague or not easily actionable.

Testimonials

Elina and her team are amazing! They took the load off and enabled us to focus on what we are good at; running the business. They are doing everything from book keeping, answering the phone when we can’t, invoicing to social media posting for us. It makes our “to do list” way more manageable. Thank you of everything you are doing for us!!

Ida Larsson, White Lynx Photography
Elina and her team have been wonderful over the past few years assisting my company with various administrative services. I could not have done it without them. I highly recommend Project Seven as an exceptionally professional company with the ability to adapt to your individual company’s needs.

Mark Hurdley
The team at Project Seven recently provided their support and expertise on the production of a corporate publication. The attention to detail, creativity and professionalism are just some of the components that really made me go “WOW!” What I enjoyed the most was how they were able to take this work off my plate, and just get it done and get it done well.

Pamela Slater
I have been working with Project Seven for a few months now, and I am so happy with the work they are doing. They have taken over my sales calls, VIP group and social media, which has given back so much more of my time. I can’t recommend Project Seven enough! If you have been thinking about outsourcing some work, you won’t be disappointed!

Jade Crowe