You’ve posted on Instagram, updated Facebook, replied to comments, sent a newsletter, and even had a crack at the latest Reel trend. Look at you go! But here’s a question worth asking: is all that effort actually bringing more business through the door?
It’s easy to get caught up in the marketing merry-go-round: posting, creating, scheduling, checking your stats and wondering what on earth to post next. When enquiries aren’t rolling in, the logical response can seem to be posting more, trying another platform or making another Reel.
The trouble is, more content doesn’t necessarily mean better results. Sometimes, you don’t need to work harder at marketing. You need to work a little smarter, with a marketing strategy for your small business that actually has a purpose. Before you add another five posts to your content calendar, here are five signs your marketing might need a rethink.
1. You’re posting regularly, but the enquiries aren’t coming
You’re showing up on social media, sticking to your content calendar and getting a few likes and comments. You’re feeling pretty good about this marketing thing! But when you check your inbox, there’s not much happening. Where are all those lovely enquiries?
It’s frustrating, especially when you’re putting so much time and effort into your content. The problem may be that you’re focusing more on how often you post than on what you’re actually saying. If your content isn’t speaking to the right people, answering their questions or giving them a reason to get in touch, posting five times a week probably won’t change much.
Try this:
- Are you showing potential customers how you can help them?
- Are you talking about the problems they’re trying to solve?
- Is it obvious what they should do next?
Your social media strategy should help turn interest into action, whether that’s visiting your website, booking a call or making an enquiry. Getting people to notice your business is lovely. Getting them to become customers? Even better!
2. You’re creating content without a clear objective
It’s Monday morning. You open Instagram, stare at the blank caption box and think, ‘What on earth am I going to post today?’ If this happens all the time, there’s a good chance your marketing is missing something important: a plan.
I don’t mean a content calendar full of random post ideas. I mean knowing what you want your content to achieve and why you’re creating it in the first place. Without clear marketing goals, it’s easy to end up posting motivational quotes, behind-the-scenes photos or quick tips simply because you feel you should be posting something.
Try this:
- Pick one clear goal for the month. Maybe you want more enquiries, bookings for a particular service or to get people excited about something new you’re launching.
- Let that goal guide your content marketing strategy. If bookings are the priority, for example, you could share a client success story or give people a sneak peek at what it’s like to work with you.
Remember, a content calendar tells you what to post. Your marketing strategy tells you why you’re posting it.
3. You’re trying to be on every social media platform
Somewhere along the way, running a small business turned into a juggling act involving Instagram, Facebook, LinkedIn and TikTok. Apparently, you’re supposed to be a social media expert on all four while keeping up with every trend that comes along. No wonder marketing feels like a full-time job.
But here’s what I’d tell you if we were sitting down for a coffee: you don’t need to be everywhere. You need to be where your customers are. If your ideal clients are on LinkedIn, why exhaust yourself trying to master TikTok? And if Instagram is already bringing in enquiries, do you really need to spend hours keeping another three platforms happy?
Try this:
Pick your platforms and give them some love.
- Find out where your customers are. Have a look at where they spend their time and which channels are actually bringing in enquiries.
- Focus on what works. Give one or two platforms your attention rather than trying to do everything.
A good small business marketing strategy helps you work out where to put your energy and, just as importantly, what you can stop doing.
4. You’re measuring success by likes and followers, not business results
Your latest Instagram post gets 100 likes. That’s awesome to see! You’re clearly doing something right. Or are you? It’s lovely when people engage with your content, but those likes aren’t paying the bills.
I’ve seen businesses with thousands of followers struggle to turn that attention into enquiries, while others with much smaller audiences have customers regularly getting in touch. It’s a good reminder that having the right people following you matters more than having loads of them.
Try this:
Look beyond likes and follower count. Look at things like:
- Website visits: Are people clicking through to find out more about your business?
- Service page views: Are potential customers checking out what you offer?
- Enquiries: Are people actually getting in touch after seeing your content?
You don’t need to become a spreadsheet-loving data nerd, but you do need to know whether your marketing is doing its job. Once you know which activities bring in actual business, it’s much easier to decide where to spend your time. I’d take five genuine enquiries over 500 likes any day. Wouldn’t you?
5. You’re spending more time marketing than running your business
You started your business because you’re good at something. Maybe you’re a brilliant designer, accountant, photographer or consultant. Hopefully, you love what you do! But somewhere along the way, you’ve also become the social media manager, email marketer, content creator and chief person responsible for figuring out what on earth to post next.
You’ve even got ChatGPT helping you write captions, but somehow your marketing to-do list keeps getting longer. Meanwhile, the work you actually enjoy is waiting patiently for your attention. If marketing is eating up hours of your week and you’re not seeing much in return, something needs to give.
Try this:
Have a look at how much time you’re spending on marketing each week and which activities are actually bringing in business. You might find a few ways to get some of that time back:
- Batch your content: Set aside a little time to create several posts rather than starting from scratch every day.
- Make your content work harder: Turn a blog into a few social posts or revisit something you’ve shared before.
- Ditch what isn’t working: If a platform or trend isn’t bringing you any closer to your goals, you don’t have to keep chasing it.
And if you’re spending more time worrying about your marketing than doing the work you’re brilliant at, it might be time to get some help.
Need a fresh perspective on your marketing?
If you’ve recognised yourself in a few of these signs, it might be time to rethink how you’re approaching your marketing. A good marketing strategy for a small business doesn’t need to be complicated or involve a 50-page document nobody ever reads. It’s about knowing who you’re trying to reach, what you want to achieve and which marketing activities are actually worth your time.
Being busy with marketing and getting results from marketing are two very different things. Sometimes, all you need is someone outside your business to take a fresh look at what you’re doing. That’s where I come in! Through my Marketing Power Hour or Marketing Strategy Sessions, we can work out what’s working, what’s not and where you could be putting your energy to better use.
If you’re ready to spend less time wondering what to post and more time doing what you love, let’s chat! Book a free discovery call or get in touch. Your marketing should be helping your business grow, not taking over your life!
About the Author
Sam McFarlane is a social media marketing specialist who helps SMEs replace neglected or substandard social media and content with online marketing that builds visibility and credibility. With a degree in Commerce and Marketing and more than 15 years’ experience marketing for leading professional services organisations, Sam provides social media management and content marketing support so business owners can focus on running their businesses.
To contact Sam McFarlane, click here.