How to build a marketing strategy that actually works (even if you’ve been DIYing)
You’ve been showing up.
You’re posting consistently (or at least trying to).
You’ve downloaded the templates. Tweaked the captions. Followed the trends.
Or maybe you’ve passed that off to your admin or assistant… because something had to give.
But… it’s not really working. At least not in the ways you’d hoped.
If you’re a small business owner or team member trying to market yourself or have handed it off to someone who isn’t a marketing expert, chances are you’ve asked (or Googled):
“Am I doing this right?”
”Shouldn’t this be working by now?”
”Do I really need to hire someone?”
This post is for you.
Let’s break down what a real marketing strategy includes, help you assess where you are right now, and show you what to do next… whether you keep going solo or start exploring outside help.
What a Real Marketing Strategy Actually Includes
First things first, before we assess anything, let’s get clear on what a good strategy looks like. Not a checklist of social posts, not a pile of Canva graphics, but an intentional, results-driven plan.
Here’s what that usually includes (and if you work with us, WILL include):
Clear goals that tie back to your business growth goals, not just engagement
Defined audience parameters
This is defined by your ideal client, not just your current client, as these are two very different things.
Brand messaging (ie., what you want people to know, feel, and do)
Platform focus
We recommend choosing 1-3 platforms at MOST when starting out
Content plan (not just what, but why, and when)
Conversion steps
Tracking/ROI checkpoints
Need help with the ROI side? Check out our blog on ROI here.
Self-Assessment: How Strong is Your Current Strategy?
Let’s audit your current approach together. Be honest with yourself! This is for clarity, not guilt.
Give yourself 1 point for every “yes”:
I know exactly who I’m speaking to and what problem I solve
I have clear, measurable goals tied to my marketing
My content is consistent across platforms (in both voice & visuals) - this includes your content on your website, social media, print materials, etc.
I create content with a purpose, not just to stay visible (this may be harsh, but if you’re posting about National Donut Day, this is probably a “no”)
I track results from my efforts (engagement, clicks, leads, etc.) on a regular basis
What did you score?
If you scored 4-5, you’ve got a strong foundation! Keep refining though, marketing is ever-evolving.
If you scored 2-3, you’re doing some things right but likely missing traction.
If you scored 0-1, it’s time to rethink the strategy before investing any more energy.
Why DIY Marketing Often Stalls Out
DIY marketing can be the way to go when you're in the early stages. And for many small businesses, “DIY” means delegating it to someone on the team who’s not actually a marketer (ie., an assistant, office manager, or even an intern). You’re keeping costs down and staying visible. It’s resourceful.
But over time, most businesses hit a wall.
As I’ve said many times, “you’re going to pay for marketing one way or another… in time & energy, or in money.” Both approaches have their limits.
Here’s what we often see with clients who have been doing it themselves:
Too much guessing, not enough grounding
Without a real strategy in place, marketing becomes a cycle of chasing trends, tweaking tactics, and hoping something sticks. You’re experimenting constantly… but with no real way to measure what’s working.
Activity without direction
Posting consistently doesn’t equal growth. Running ads doesn’t guarantee sales. DIY marketers often stay busy, but without clear goals, it’s impossible to know if the effort is meaningful… or just noise.
Decision fatigue
Should we post on Threads? Try YouTube Shorts? Launch a lead magnet? The options are endless! And without strategic prioritization, the pressure to “do it all” becomes overwhelming.
Lack of outside perspective
When you’re deep in your own business, it’s hard to see the blind spots. DIY marketing often suffers from tunnel vision – great ideas that are misaligned with what your audience actually needs or wants.
Time is maxed out
At some point, you can’t create content, manage engagement, tweak ads, write emails, and run your business. You’re not lazy… you’re HUMAN. And every hour you spend marketing is an hour you’re not doing the thing only you can do.
Strategy takes a back seat to execution
When you’re DIYing, most of your time goes into doing – not evaluating, optimizing, or scaling. But the real power of marketing doesn’t come from more output… it comes from better direction. This is especially true when your team is trying to “fit in” marketing around their actual role. Without clear direction or deep expertise, strategy ends up sidelined in favor of just getting content out the door.
What a Marketing Agency Helps You Do (That DIY Can’t Always Deliver)
If you’ve made it this far, you might be wondering if it’s time to bring in help.
Here’s what that help can look like:
Strategy-first focus
We don’t just make things look good, we build a plan around your goals, voice, and audience.
Objective insight
You’re too close to your business sometimes (we all are). A good team brings outside eyes to what’s working and what’s not.
Built-in tools & expertise
From scheduling tools to ad targeting, we bring the systems and knowledge that would take months (or years) to learn on your own.
Curious what this looks like in real life? Check out our services and pricing here.
Final Thought: Don’t Just Do More. Do What Matters.
If you’ve been DIYing – or delegating – and things still aren’t working, it might be time to shift the question from:
“Am I doing enough?” to: “Am I doing the right things?”
If you’re not sure, let’s find out together.
Book a free discovery call and let’s get eyes on what’s working, what’s missing, and how to build a marketing strategy that actually moves your business forward.