By Melanie Boylan
We all know marketing is essential for business growth, but sometimes, despite our best efforts, it just doesn't work. Why? Because some common (and totally fixable) mistakes are getting in the way.
In this episode of the Monday Morning Marketing Podcast, Esther and Melanie talk about the things that can make your and our marketing fall flat. Spoiler: we’ve made a lot of these mistakes ourselves over the years, so we’re not judging—we’re here to help!
You Don’t Talk About Yourself Enough
Melanie hit the nail on the head with this one. So many business owners shy away from sharing their own stories or experience. But guess what? People buy from people. You don’t have to overshare personal details—just focus on the value you bring. Your experience, your knowledge, and your passion matter. Let people see the human behind the brand.
You Post and Run
You drop a post on social media and then vanish into the real world. Sound familiar? It happens! But if you don’t stick around for comments, questions, or conversations, you’re missing out on building real engagement. Give people a chance to respond and interact with you. That’s where the magic happens.
You’re All Media, No Social
Social media is meant to be social. That means less broadcasting, more connecting. Are you sharing content your audience actually wants? Are you starting conversations and responding to comments? If not, you’re missing out on building relationships that convert.
You Sell Features, Not Benefits
We love a shiny new product feature as much as anyone—but that’s not what sells. Benefits are what win hearts and wallets. Show people how you’ll make their life easier, better, faster, more fun—whatever your offer promises. Features tell, but benefits sell.
You Rely Only on Social Media
This is a biggie. Social media is great—but it’s not enough. What happens if your account gets hacked, suspended, or the platform disappears? (We still miss you, Blab.) Your marketing should also include email, SEO, PR, networking, and most importantly—your website.
You Don’t Direct People to Your Website
Speaking of your website, are you actually sending people there? You own your website. It’s your digital home. Use social media to drive traffic back to it—whether that’s to read a blog, download a freebie, or contact you. Get people off the scroll and into your ecosystem.
You Haven’t Clarified Your USP
If you don’t know what makes your brand unique, how will anyone else? Be clear on your Unique Selling Proposition (USP) and make sure it comes through in all your messaging. Your audience should be able to answer: “Why should I choose you?”
You’re Talking to the Wrong Audience
You could have the best message in the world, but if you’re saying it to the wrong people… it’s just noise. Know who your ideal client is and focus your efforts there. Get crystal clear on your customer avatar and let it guide your content, platform choice, and tone.
You Don’t Schedule or Reuse Content
Consistency is key. If you’re not scheduling your content or planning ahead, life will get in the way. Trust us—it happens! And don’t forget to reuse and repurpose content. If it was good once, it’ll be good again in six months. That blog post, video or podcast? Share it more than once in different ways.
You’re Not Showing Up in the Right Places
Marketing isn’t just digital. Get seen in the local paper, at networking events, trade shows, or community groups. Don’t underestimate the power of traditional marketing when paired with your digital efforts.
We’ve made these mistakes. (Some of them… multiple times!) That’s how we know what doesn’t work. The good news? Every single one of these issues is fixable. So, if your marketing isn’t delivering the results you’d hoped for, go through this list and be honest with yourself.
If you need help making your marketing work for you, that’s what we’re here for. Our DMs are open. Always.
🎧 Listen to the full episode: Marketing Doesn’t Work When You…
Until next time,
Esther & Melanie
