Marketing Mistakes That Are DESTROYING Your Business!

April 22, 2025

💼 What Marketing Actually Works for Small Business Owners, Freelancers & Contractors

If you’re a small business owner, independent contractor, or freelancer, you’ve probably asked yourself:

“I’m spending money on marketing… so why isn’t it working?”

This is one of the most common frustrations I hear from my coaching clients. They’re trying everything—social media, email blasts, print ads—but getting little or no return. So let’s break down why that happens and what you can do about it.

❗ The Two Biggest Reasons Marketing Fails

  1. Lack of Purpose
    Too many people jump into marketing without knowing what they’re really trying to achieve. Is it sales? Is it brand recognition? Who are you targeting? What’s the goal?
  2. Lack of a Complete System
    Marketing isn’t one thing—it’s a collection of parts that must work together. One TikTok video won’t build your brand. One flyer won’t generate consistent sales. The magic is in the combination and consistency.

📢 The Three Pillars of Smart Marketing

1. Online Marketing

Online marketing has skyrocketed since the rise of smartphones and faster internet. But just being online isn’t enough—you need purpose and strategy.

  • Two goals of online marketing:
    • Lead Generation: Marketing must eventually lead to sales. Otherwise, you’re just spending time and money with no return.
    • Branding & Positioning: This is what gives your business long-term value and stability. You want people to trust you before they need you.
  • Avoid chasing trends. Just because someone has a million views on TikTok doesn’t mean that’s the right platform for you. Choose tools and platforms that align with your audience and business goals.
  • Use tools wisely:
    Email marketing, video content, blogging, and social media all work—but only when they’re planned and aligned with your brand.

✅ Pro Tip: Short videos sharing valuable insights related to your industry are gold. The more people see you, the more they trust you.

2. Offline Marketing

Yes—offline marketing still works. In fact, it can be extremely effective when personalized.

  • Think handwritten notes, birthday/anniversary cards, event invites, and thank-you texts.
  • If you’re targeting a local community, send mail—but with a plan.
    • Who are you sending it to?
    • What’s the message?
    • How often will you follow up?

⚠️ One-time bulk mail is a waste unless it’s part of a longer strategy. Today’s readers won’t engage with generic content. Keep it modern, specific, and relevant.

3. Marketing Integration = Magic

Your online and offline efforts should work together—not in isolation.

Let’s say you:

  • Post videos consistently.
  • Send a quarterly mailer to a targeted area.
  • Follow up with personal emails or texts.

That’s when the trust starts building. That’s when people recognize your face, your message, your brand.

🔁 Consistency + Multi-touch strategy = Results

Here’s a real example:
A lender partner recently told me I “looked familiar.” We had never met before. He’d just seen my photo on my emails so many times, it felt like he already knew me. That’s how powerful branding is.

🎯 Audience First, Always

The first step in any marketing strategy? Know your audience.

A 25-year-old and a 65-year-old won’t respond to the same message or platform. Tailor your tools accordingly:

  • Younger demographic: Use short-form video, polls, social posts, and DMs.
  • Older demographic: Use emails, mailers, personal calls, and community events.

✅ Your Marketing Checklist

Before you hit “publish” or “send,” ask yourself:

  1. What is the goal? (Lead? Brand awareness?)
  2. Who is this for? (Age, location, behavior)
  3. Which tools best reach them? (Video, mail, text, etc.)
  4. What’s my plan? (Frequency, content, follow-up)
  5. Does this message reflect my brand clearly?

🧩 Put the Puzzle Together

Marketing that works isn’t random—it’s intentional. It’s consistent. It has a purpose and a system.

  • Stop doing what everyone else is doing.
  • Start building a plan that works for your business, your audience, and your long-term goals.

💬 I’d love to hear from you. What has worked (or not worked) in your marketing journey? Drop a comment or reach out if you have questions.

Until next time—market with purpose, and grow your business the smart way!