If I had a dollar for every time a business owner said, “Sales are down, we need your help,” I’d have enough to fund an entire ad campaign for them.
The problem? Marketing isn’t a one-time thing. It’s not a switch you flip on or a magic spell you cast when sales decline (though I wish it were—imagine the ROI on that).
Marketing is a strategy. A system. A long game. If you treat it like a last-minute Hail Mary, you’re setting yourself up for disappointment.
The Biggest Marketing Misconceptions I See (and Why They Are Hurting You)
1. “We’ll just do social media.”
Social media is great, but it’s not a full marketing strategy. If your entire approach is hoping your next Instagram post goes viral, you’re leaving money on the table.
A strong marketing plan includes SEO, email, paid ads, partnerships, and brand positioning because your business could disappear overnight if Meta changes its algorithm tomorrow (again).
In fact, we had a meeting last week with a local manufacturing company after this very thing happened to them. Thousands of followers with engagement gone overnight.
2. “We can cut marketing when times are tough.”
This is the opposite of starting a marketing strategy when sales are down, and it's just as bad.
This is like saying, “We've lost sales, let's lose some more!” Smart businesses actually double down on marketing during slow times.
The key here is to not turn your marketing strategy on and off, period. It should be a constant, through good times and bad - life your life partner (hopefully). There may be times you need to adjust your strategy, but it should never start and stop based on sales.
3. “We’ll hire a full-time marketing person instead.”
Yes, we agree, you need boots on the ground - always. But, let’s break this down. A solid marketing strategy requires expertise in branding, paid media, content, SEO, automation, analytics, and creative.
One person can’t do all that effectively (unless they have superpowers, in which case, I’d like to hire them).
This is why more businesses are turning to fractional CMOs or agencies - because they get a full team of specialists for the cost of one mid-level hire.
So, What Works?
A clear, documented marketing strategy (not just vibes and hope)
Consistent messaging across all channels (because one strong campaign is better than 100 scattered ideas)
Testing, tracking, and adjusting (because the market shifts, and your strategy should too)
Marketing isn’t about throwing money at ads or posting and praying. It’s about investing in a plan that scales your business sustainably.
If your marketing isn’t working, the question isn’t “should we stop?”
The question is: “What are we doing wrong?”
Want to talk strategy? Let’s connect.