Why your marketing isn’t working (and what to do about it)
Why your marketing isn’t working and what to do about it
If you’re a business owner, you’ve probably said it before: “Our marketing just isn’t working.” You’ve tried social media, google ads, email campaigns—yet the results are underwhelming. Sound familiar? You’re not alone. Many small and medium-sized businesses struggle with marketing that feels like throwing mud at the wall to see what sticks.
The Real Problem: Lack of Strategy
Most businesses don’t have a marketing problem; they have a strategy problem. Without a clear direction, marketing becomes a series of disconnected activities rather than a focused effort to drive business growth.
Think of marketing like a road trip. If you don’t know your destination, how can you expect to arrive there? Posting on social media because "we should be active" or running ads because "our competitor does it" isn’t a strategy—it’s a reaction. And reactions don’t build brands.
The Multi-Pronged Approach: Why One Tactic Alone Won’t Work
Another common mistake is relying too heavily on a single marketing activity. Business owners often say, “We tried Facebook ads, but they didn’t work,” or “We post on LinkedIn, but we don’t get leads.”
Marketing isn’t about a single silver bullet—it’s about a multi-pronged approach. No one buys after seeing just one ad or one social post. Customers need to see your brand multiple times, across different touchpoints, before they take action. A well-rounded strategy might include:
Social media to build brand awareness and engagement
Email marketing to nurture relationships
SEO and content marketing to drive organic traffic
Paid ads to generate leads
Events and partnerships to strengthen credibility
When these elements work together, your marketing efforts start to gain traction. But when done in isolation, each tactic feels like a drop in the ocean.
The Shift: From Random Tactics to Purposeful Marketing
Before you spend another dollar on marketing, ask yourself:
Do I know who my ideal customer is—and what problem I solve for them?
Can I clearly explain what makes my business different?
Do I have a plan that aligns my marketing efforts with my business goals?
If not, it might be time to step back and get clear on your strategy. When you do, your marketing stops being a cost and starts being an investment that delivers real results.
Conclusion
Want to turn your marketing from guesswork into a structured, results-driven approach? Stay tuned—I’ll be sharing more insights over the next few weeks to help you rethink your marketing strategy.
If you need assistance with your marketing please contact Michelle, michelle@frazermarketing.com.au or visit www.frazermarketing.com.au
Michelle Frazer
Senior brand, marketing and digital strategist with more than 25 years B2B and B2C experience across a broad range of industries.