What to focus on when your marketing isn't working

Have you ever stared blankly at your screen wondering what the heck you should post, where to even start with your strategy, or how to make marketing actually work for your business? I know your struggle...

As a solopreneur, marketing can feel like a full-time job (it's not just a feeling, it kind of is). You’re expected to know content creation, branding, SEO, email marketing, ads, social media strategy, the list goes on...  and still have time to do your actual work. Overwhelm will sooner or later be knocking on your door.

But here's the thing, you don’t have to do it all. In fact, you shouldn’t.

Let’s simplify things and start where it truly matters.

Step 1: Get clear on your business goals

Before you worry about platforms, hashtags, or what time of day to post, take a step back.

Ask yourself:

• What do I want marketing to do for me?

• What would success look like in 3 months?

• Do I want more clients? More brand awareness? More passive income?

Your goals determine your strategy (yes, you should have a strategy. If you don't have one, it's time to get one. Yesterday). Without clear goals, you’ll spin your wheels trying everything and getting nowhere.

Step 2: Know your people

Marketing is communication and communication is only powerful when you know who you’re speaking to.

So, who’s your ideal client? What keeps them up at night? What do they dream about? What problems are they Googling right now?

Understanding this helps you:

• Write content that connects

• Choose platforms that matter

• Offer solutions they actually want

Step 3: Choose one core platform

You don’t need to be everywhere. You need to be somewhere with consistency and clarity.

Pick one platform your people actually use. Master it before expanding.

For example:

• Instagram if you’re visual or in wellness, coaching, lifestyle

• LinkedIn for B2B or service-based business

• Pinterest for blog-driven content

• TikTok if your audience skews younger and likes quick inspiration

Less is more.

Step 4: Create a simple content system

A system doesn’t have to be fancy. Just something you can actually stick to.

Start small:

• Choose 2–3 content themes that match your goals and your audience’s needs

• Post 1–2 times per week consistently

• Reuse content across platforms or formats (blog → email → Instagram post)

Consistency beats intensity.

Step 5: Track what works and let go of the rest

The magic of marketing is this: you don’t have to guess.

Use insights (from Meta, Google Analytics, platform stats) to see what people are engaging with.

If something isn’t working after a few tries, tweak or drop it.

And of course, if you want a faster track to marketing, have a peek at my services.