Why Your Business Isn't Growing: The Marketing Mistake You're Making Right Now

Are You Ignoring the #1 Reason Your Business Isn’t Growing? It’s Time to Fix It.

Marketing is often misunderstood by small business owners. Many think of it as just running ads, or worse, as an expense they can cut when times get tough. But the reality is that marketing is the lifeblood of your business—without it, your business can’t grow, and cutting it back is one of the fastest ways to kill your momentum.

In this post, we’re going to dive into why marketing is critical for your business?and the consequences of ignoring or giving up on it when sales are slow. We’ll also show you how to avoid some of the most common mistakes businesses make when it comes to marketing.

Marketing: The Engine for Business Growth

If your business isn’t growing, one of the first places you should look is your marketing. Marketing is the engine that drives visibility, awareness, and customer acquisition.?If people don’t know you exist, they can’t buy from you. And if your marketing isn’t consistently reminding your audience why they should choose your business, you’ll get lost in the noise.

Many businesses think they can rely solely on word-of-mouth or that they should scale back their marketing efforts when sales are down. However, that’s one of the biggest mistakes you can make.

Here are some eye-opening statistics:

• Businesses without a documented marketing strategy are 313% more likely to report failure?compared to those with a strategy in place (CoSchedule).
• 82% of businesses that cut their marketing spend during tough times see their brand visibility and sales shrink dramatically.

Simply put, marketing is not something you can turn on and off?whenever it’s convenient. It needs to be a consistent effort, especially when business is slow.

An Example of What can Happen if You Scale Back Your Marketing

Let’s take an example from the real world. Hank’s BBQ, a small restaurant in Tyler, Texas, was once a local favorite, known for its delicious smoked meats. But when the local economy slowed down, they decided to save money by cutting back on their marketing efforts. They stopped running local promotions, scaled back their social media activity, and reduced advertising.

The result? Within a few months, their sales dropped even further. Without marketing to keep them visible, new customers weren’t discovering Hank’s, and regulars weren’t reminded to come back.?Competitors, who were actively promoting their restaurants, quickly gained the attention of local diners.

Hank’s BBQ learned the hard way that cutting back on marketing doesn’t save money—it costs you business. By the time they realized their mistake, it took months to regain the ground they lost, and they never fully bounced back to their previous level of success.

The key takeaway? When sales are down, it’s not the time to pull back on marketing. It’s the time to double down.

Why You Need a Marketing Strategy

Here’s the thing: marketing isn’t just about throwing money at ads or posting randomly on social media. You need a strategy. A marketing strategy is your roadmap for reaching your target audience, telling your brand’s story, and driving consistent sales over the long term.

Consider this:

• Businesses with a documented marketing strategy are 538% more likely to report success?(HubSpot).
• Without a strategy, your marketing efforts are scattered and ineffective. You might try random tactics like running a discount here, creating a social media post there, but without a cohesive plan, these actions don’t build momentum.

A solid marketing strategy helps you:

• Stay consistent and visible to your target audience.
• Set clear goals and track what’s working and what isn’t.
• Build trust with your customers by delivering the right message at the right time.

The Consequences of Ignoring Marketing

If you’re not marketing consistently or don’t have a strategy in place, you’re essentially flying blind. Here’s what can happen:

• Visibility Drops: Customers can’t buy from you if they don’t know you exist. When you stop marketing, you fade into the background while competitors who keep marketing stay top of mind.
• Sales Decline: When your marketing efforts slow down, so do your sales. Without consistent visibility and engagement, fewer people are reminded of your brand, which leads to fewer sales.
• Customer Engagement Declines: Marketing isn’t just about getting new customers; it’s about keeping the ones you have engaged and loyal. If you stop showing up for them, they’ll stop showing up for you.

How to Start Fixing Your Marketing Today

If you’ve been neglecting your marketing, it’s not too late to turn things around. Here are some simple steps to get back on track:

1. Create a Plan: If you don’t have a marketing strategy, now’s the time to create one. Start by defining your goals, identifying your audience, and selecting the platforms that will help you reach them.
2. Be Consistent: Marketing is about showing up consistently. That doesn’t mean you need to post on social media every hour, but it does mean creating a regular schedule and sticking to it.
3. Measure Your Efforts: Track your marketing performance. Are people engaging with your content? Are your ads driving traffic to your website? Use data to adjust your strategy, but don’t give up too quickly—remember, marketing takes time.
4. Don’t Give Up Too Soon: Marketing is a long-term game. Don’t expect instant results, but trust the process. Over time, consistency will lead to better brand recognition, customer loyalty, and sales.

Final Thoughts

Marketing isn’t just something you do when you have a little extra cash to run an ad. It’s a crucial, ongoing effort that drives growth, builds relationships, and keeps your business top of mind.

If you want your marketing to actually work for you, it’s time to stop ignoring the most important tool for your business’s success. Whether you’re just getting started or need to revamp your existing strategy, the right marketing plan can help you get more visibility, be consistent, and attract a lot more clients.

If you're wondering if you should DIY your strategy or hire some help, read this article about how to know when to hire a strategist.

Want help building a social media marketing strategy that works? Follow me on Instagram at @crushyoursocial?for more tips, or tap here to get the FREE guide "3 Keys to Attracting Clients on Instagram.' Let’s get your business growing!

Antonia is a college business professor and entrepreneur who helps service-based businesses position their businesses as unique, get visibility online, and attract local customers.