When marketing isn't working, it's rarely because marketing doesn't work. It's usually because there's no system behind it: no clear goal, no tracking, too many channels at once, a weak message, and adverts aimed only at the few people ready to buy today. Fix it by setting one clear target, focusing on two or three channels you can do properly, tracking a few numbers, keeping in touch with everyone else and reviewing every month.
You've tried new ads, social media posts and emails to your list, and you're still not getting the results you need. Here's why, and what to do about it.
1. You have tactics, not a system
Relying on scattered tactics won't get you far. Too often owners dive into activity without knowing how each piece fits a bigger plan. Without a solid foundation, even the flashiest marketing falls flat.
Fix it: go back to basics. Build a simple structure with clear objectives, a steady rhythm and a focus on the activities that actually bring in customers.
2. You haven't set a clear goal
Without clear goals, marketing becomes aimless. Are you trying to get leads, build awareness or drive sales? Each needs a different approach, and if you try to do everything at once you'll do nothing well.
Start with the gap between where you are now and where you want to be. Then set a specific target, such as 10 new leads this month or 25% more visitors to your website. A clear goal means a clear plan.
3. You're not tracking the right numbers
If you're not tracking, you're running blind. Throwing money at ads, social media or SEO and hoping for the best isn't a strategy.
Fix it: pick a few key numbers for each campaign and review them regularly: leads, how many turn into customers, the cost per lead, the cost to win a customer and, for email, open rates. Real numbers show you what's working and what's wasting your time and money.
4. You're trying to be everywhere
Facebook, Instagram, TikTok, Google, email: the list is endless, and many owners think they need to be on all of it. That's usually unaffordable and unsustainable, and spreading yourself thin means doing none of it properly.
Fix it: focus on two or three channels for a month and track the results closely. One well-run email campaign will beat a dozen half-hearted attempts at everything else.
5. You're only talking to people who are ready to buy now
A common rule of thumb is that only around 3% of your market is ready to buy right now. Perhaps 17% will buy fairly soon and are gathering information, 20% know they have a problem but won't act yet, and 60% don't yet realise they have a problem you could solve. Treat the exact figures as a guide, but the point stands: most people aren't ready today.
If all your marketing shouts "buy now", you're only speaking to that small group. The smarter approach is to attract people who may buy at some point, then keep in touch until they're ready. When someone says "my leads are rubbish", it usually means they're only interested in the few who'll buy straight away.
A few rules for keeping in touch:
- Use more than email. Texts, WhatsApp and social media all help.
- Be useful, not salesy. Help and educate. Ask for the business only now and then, not every week.
- Sound like a real person. Plain language, not corporate speak.
- Give a bit of yourself. People buy people. Share a little about your life and your business.
To do this well you need a proper follow-up system. See how to follow up with leads.
6. Your message isn't clear
Many businesses push ahead with email or ads without getting the message right first. People need to understand not just what you offer but why it matters to them.
Fix it: write one core message that speaks directly to the customers you want, and use it everywhere.
7. You're stuck in the weeds
Emails, small problems and endless tweaks to your marketing feel productive, but they keep the business ticking over rather than moving it forward.
Fix it: block out regular time for the marketing work that brings in customers, and protect it.
Where to start
I had a call with an owner whose marketing was handled by a keen member of the team, but with no plan. They were trying one thing after another, hoping something would stick. Lots of effort, little to show for it. Here's the plan we sketched out:
- Set clear, measurable goals.
- Decide who your ideal customer is.
- Choose a few key numbers to track.
- Set up a simple way to track them.
- Review and adjust every month.
It's not about doing more. It's about having a clear plan that fits your business goals, then working backwards from them.
Frequently asked questions
How many marketing channels should a small business use? Start with two or three you can do properly, and track them for a month. Once they're working, add more over time. In the long run, more channels make your income steadier, as I explain in the 3 stages of business growth.
Why are my leads poor quality? Often they aren't. Most people who enquire simply aren't ready to buy yet. Keep in touch with them in a helpful way, with a proper follow-up system, so that when they are ready, they come to you.
Want help getting your marketing working?
Book a free strategy call and we'll look at what's working, what isn't and what to fix first.