As your Brisbane business grows, you can no longer afford to keep your marketing strategies locked inside your head. Documenting your processes—often called Standard Operating Procedures (SOPs)—is the secret to moving from a 'one-person show' to a scalable agency-style operation where team members can deliver consistent results without your constant supervision.
Why Process Documentation Matters
For Australian small business owners, time is the scarcest resource. By documenting how you run your Facebook ads, how you upload blog posts, or how you track monthly analytics, you create a repeatable blueprint. This ensures that even if a key staff member leaves or you hire a new virtual assistant, your marketing quality doesn't drop. It transforms your marketing from a series of chaotic tasks into a streamlined asset.
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Prerequisites
Before you begin, ensure you have the following:- A Central Repository: A place to store documents (Google Drive, Notion, or SharePoint).
- Screen Recording Software: Tools like Loom or Clipchamp (built into Windows) are invaluable.
- Access to Your Tools: Ensure you have admin access to your Google Analytics, Meta Business Suite, and CMS (like WordPress).
- A List of Current Tasks: A rough list of what you do daily, weekly, and monthly.
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Step 1: Audit Your Current Marketing Workflow
Start by listing every recurring marketing task you perform. Don't worry about the "how" just yet; focus on the "what." Common tasks for Australian businesses include updating Google Business Profile posts, sending monthly email newsletters via Mailchimp, or checking lead conversions in Google Analytics.Step 2: Prioritise High-Impact Processes
You can't document everything at once. Identify the tasks that are performed most frequently or are most prone to error. For example, setting up a Google Ads campaign is a high-priority process because a single mistake in targeting or budget can be costly. Start with the three tasks that take up most of your time.Step 3: Choose Your Documentation Format
Different tasks require different formats.- Checklists: Best for simple, repetitive tasks (e.g., "Pre-flight checklist for email newsletters").
- Video Walkthroughs: Best for technical tasks involving software interfaces.
- Written SOPs: Best for complex tasks requiring nuanced decision-making.
Step 4: Record a "Live" Walkthrough
The easiest way to document a process is to record yourself doing it. Use a tool like Loom to record your screen and voice as you perform a task. Screenshot Description: In your screen recording software, ensure you have 'Screen + Cam' selected so the team can see your cursor movements and hear your explanations clearly.Step 5: Transcribe and Structure the Steps
Take your video recording and break it down into written steps. Use a standard template for every process:- Purpose: Why are we doing this?
- Tools Needed: What logins or software are required?
- Step-by-Step Instructions: The meat of the document.
- Definition of Done: What does the finished product look like?
Step 6: Define Your "Local Context" Requirements
In Australia, we have specific requirements that international guides might miss. Ensure your documentation includes:- Currency Settings: Ensuring all analytics and ad accounts are set to AUD.
- Time Zones: Scheduling social media posts for AEST/AEDT to hit peak Brisbane/Sydney engagement times.
- Privacy Compliance: Adhering to the Australian Privacy Principles (APPs) when handling customer data.
Step 7: Create a Centralised "Marketing Hub"
Store your documents in a logical hierarchy. A simple Google Drive structure might look like this:01_Strategy_and_Branding02_Social_Media_SOPs03_Analytics_and_Reporting04_Paid_Advertising_Workflows
Step 8: Test the Documentation with a "Naïve User"
Give your drafted SOP to someone who doesn't usually perform the task. Ask them to follow the instructions exactly as written without asking you for help. If they get stuck, your documentation is missing a step. This is the ultimate litmus test for scalability.Step 9: Establish an Approval Workflow
Document who needs to sign off on work. For example, "Once the monthly analytics report is generated, it must be reviewed by the Marketing Manager before being sent to the Director." This prevents errors from reaching the client or the public.Step 10: Set a Review Schedule
Marketing tools change rapidly. Google Analytics 4 (GA4) updates its interface frequently, and Meta Business Suite is notorious for moving buttons. Schedule a quarterly "Process Review" to ensure your screenshots and steps are still accurate.---
Pro Tips for Success
- Use Screenshots Liberally: A picture is worth a thousand words. Use red arrows and boxes to highlight exactly where a user needs to click.
- Keep it Brief: Don't write a novel. Use bullet points and active verbs (e.g., "Click the blue button" rather than "The blue button should be clicked by the user").
- Hyperlink Everything: If Step 3 requires a specific spreadsheet template, link directly to it within the document.
Common Mistakes to Avoid
- Over-complicating: Don't document tasks that only happen once a year. Focus on the weekly and monthly rhythms.
- The "Hidden Knowledge" Trap: Avoid using jargon that a new hire wouldn't understand without a glossary.
- Set and Forget: The biggest mistake is creating a beautiful manual that sits in a digital drawer and never gets updated.
Troubleshooting
Problem: "My team says the documentation takes too long to read." Solution: Switch to a checklist format with an optional video link for those who need more detail. Use 'Toggle' lists in tools like Notion to hide technical details until they are needed. Problem: "The software interface changed, and my screenshots are outdated." Solution: Focus your written text on the logic of the task rather than just the button location. For example, instead of "Click the 4th button on the left," write "Navigate to the Audience Insights section." Problem: "I don't have time to document processes." Solution: Documentation is the work. If you don't have time to document it, you don't have time to scale. Set aside just one hour on Friday afternoons to document one single task.---
Next Steps
- Start Small: Document your process for checking Google Business Profile reviews this week.
- Audit Your Tools: Ensure your whole team has the correct access levels to your documentation hub.
- Need help scaling? If you're finding it difficult to systemise your marketing or need a professional audit of your current analytics and processes, the team at Local Marketing Group is here to help. Contact us today to discuss how we can help you build a more efficient, scalable marketing engine for your Brisbane business.