Boss Lady

4 Ways you may be accidentally sabotaging your own marketing efforts


You’re probably thinking that marketing your business in the digital world should go something like this – develop a strategy, implement, reap the rewards and done. Friends, if only it were that simple.

Successful marketing is never as simple and straightforward as you think it’s going to be. Every business, no matter how big or small, encounters hiccups and setbacks within their marketing strategy that forces them to step back and reassess.

This means looking for the “why”. Sometimes, no matter how hard you look, the only place you’re going to find the answer is by looking in the mirror.

Yes, you.  Not only are most small business owners not marketing experts, but there’s also a level of emotional involvement that can cloud your best judgement.

You deserve success and growth, so stop sabotaging your own marketing efforts starting today. If you’re not quite sure what we’re talking about, here are 4 ways that business owners hurt their own marketing efforts, often without realizing it.

#1: Your goals and your strategy aren’t aligned

There’s a sense of urgency that comes with promoting your brand in the digital universe. You want to get your name out there and it needs to happen yesterday. In response you just start doing “stuff” because you think it’s what you’re supposed to be doing.

For example, say you’ve put a ton of effort into building content, but you did it without any real idea of the goals you’re trying to achieve. Content that’s focused on building brand awareness is going to be different from content aimed at nurturing a lead further down the funnel.

The solution is to step back, assess what you want to achieve with your marketing, in both the long and short term, and then develop a strategic approach that helps you reach those goals.

#2: You’re relying on generalizations

Data is a big buzzword in marketing, and there’s a good reason for it. If you haven’t made the effort to utilize data and analytics to really target in on the right audience, much of your effort is in vain.

A business might put a ton of effort into building brand awareness of Facebook because that’s where they think their audience is. In fact, they think that’s where everyone’s audience is, so it’s guaranteed that they’ll hit the mark.

However, if they looked at demographics and other key data, they might find that much of their audience can be found on another platform, or maybe they’re best reached on social media at certain time or day.

It’s never smart to make assumptions about your audience. Take the time to get to know them, learn where they’re found and discover what makes them tick.

Reason 3: You’re inconsistent

From a business point of view, it’s understandable that you have a ton of responsibilities being shuffled around and sometimes marketing gets pushed to the bottom of the list. The problem here is that your audience doesn’t care.

It isn’t that don’t care about you, but if you’re inconsistent with your marketing approach then you’re just not going to be on their minds. Businesses that make a point of maintaining a reliable presence online are more likely to get noticed. There’s also a trust factor that comes with consistency. If someone subscribes to your video channel or newsletter, they’re expecting to have something delivered on a regular basis.

Failing at this means you’re going to lose their attention.

Reason 4: Adaptation is a foreign word

The key to succeeding in marketing is to never get too comfortable. Have you found something that works at helping you achieve goals? Good for you, but what works today might not work tomorrow. It’s important to always test, analyze, test again and be willing to adapt to the changes as your business and the world of marketing grows.

Don’t become your own worst enemy by unintentionally sabotaging your marketing efforts. Sometimes, a little outside perspective, like that of a professional digital marketing team, is in order. You’ve worked too hard building a business to let something completely avoidable get in the way of your success.

About Tabitha Jean Naylor

Tabitha Jean Naylor is the owner of and a certified Inbound Marketing Consultant with close to a decade of experience in both B2B and B2C markets. A self-described digital marketing machine, she prides herself in her ability to craft text that generates action. Her intimate knowledge of how sales and marketing go hand-in-hand has resulted in a variety of successful campaigns for start-ups through NASDAQ traded companies.  Connect with her on Twitter @TabithaNaylor or visit

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