What To Do If Your Marketing “Isn’t Working”

When people tell me their marketing isn’t working, it’s rarely because they aren’t doing anything. Usually, they’re doing a lot.

Posting content, going to networking meetings, sending emails, and putting in effort consistently.

And yet, crickets. 🫠

Truly, there are few things as frustrating as this. I know, I’ve been there.

So they assume something must be wrong with their niche, their messaging, their website, the algorithm… or worse yet, them.

But that actually isn’t the case most of the time; it’s that they’re relying on the wrong type of marketing for what they need right now.

First — What Is Marketing, Actually?

Marketing is just letting people know about you and your business. Everything from how they first discover you, the content they engage with, your visibility efforts, and the conversations you have leading up to the sale.

In other words, building and nurturing relationships with potential buyers.

Some of your marketing efforts will lead to clients very quickly (Active), while others will help your business grow sustainably, over time (Passive).

They do different jobs, and most struggling businesses are heavily relying on slow, passive strategies, while expecting (and needing) results from active, fast ones.

It’s also important to note that marketing works on a delay. Give any new marketing strategy at least 30 days before evaluating if it works. Many “marketing problems” are actually just the result of not following through on a strategy long enough for it to build traction.

Active (Fast Stream) Marketing Strategies

Active marketing strategies are all about tapping into relationships and real-time opportunities now. You’re going where people already are and inviting them to engage. It’s faster because you’re not waiting for people to stumble across your business; you’re reaching out, initiating conversations, and inviting them to take action.

Examples of Fast Stream activities:

• Networking in person or online

• Engaging in relevant Facebook groups or Slack communities

• Connecting with people in the DMs

• Offering free workshops with a direct call to action

• Reaching out to previous clients, friends, and connections with opportunities to re-engage

• Running AD campaigns

The goal here is to put yourself in environments where you can have real conversations. This could mean commenting thoughtfully on posts in a Facebook group, attending a local event, or even just texting someone you already know.

The best place to start marketing: your existing network.

People who already know, like, and trust you. This could be as simple as telling them what you’re doing now and asking for referrals.

And as a practitioner, you probably only need a handful of clients to fill your calendar, so you can stop obsessing over building a massive audience and instead focus on developing meaningful conversations.

Yes, active marketing can feel more vulnerable, because you might get ignored or told no. But that’s also what makes it powerful. There’s more risk… and way more reward.

When people feel like they’re doing everything and nothing’s working, it’s usually because they’re not spending enough time working on active strategies.

Passive (Slow Stream) Marketing Strategies

Passive Marketing is content-driven. This is where people come to you. It’s about building a body of work that attracts people over time: your Instagram, your website, Google reviews, your podcast, your blog, your email list.

This is still valuable. It nurtures your audience and gives them a way to stay connected to you. But it takes longer to build momentum.

Examples of Slow Stream activities:

• Creating and posting regular social content

• Recording podcast episodes

• Writing blog posts or newsletters

• Hosting events or communities

• Building an email list or social media following

Passive marketing builds familiarity and trust at scale. It supports long-term growth, and it’s important. But if you’re just starting out, or if you need cash flow now, relying on this alone will usually feel extremely disappointing.

So What To Do If “Your Marketing Isn’t Working”

Before anything else, do a little audit of your marketing strategies. Assess whether you’re just focused on passive or active strategies before deciding it’s a niche, marketing, offer, or personal problem.

If your schedule is empty, shift toward having conversations with others. If your schedule is full, invest more in passive marketing.

Most businesses struggle with marketing because they’re expecting slow strategies to produce fast results.

If you’d like help figuring out which strategies would be right for you, in this season of your business, get started with a free consultation. We’ll meet via Zoom and have a convo about your current goals, challenges, and your budget for support. If it aligns, we can explore some different options available to you.

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