The Most Common Marketing Mistake I See

In this episode, we’re diving into one of the biggest marketing mistakes I see business owners make all the time—random acts of marketing. If you’ve ever felt like you’re throwing spaghetti at the wall, hoping something sticks, this episode is for you. We’ll talk about why this approach doesn’t work, what you should be doing instead, and how to create a simple, repeatable marketing system that actually gets results.

Connect with me

Website: www.newschoolofmarketing.com
Facebook: @newschoolofmarketing
Facebook group: @newschoolofmarketing
Instagram: @bianca_mckenzie

Work with me:

🟠 NEW SCHOOL OF MARKETING BUSINESS CLUB: a supportive, action-focused community where business owners get weekly coaching, expert feedback, and co-working sessions to stay consistent, accountable, and strategic with their marketing—so they can finally see real results.
https://newschoolofmarketing.com/club

🔵 MARKETING STRATEGY & COACHING: customised marketing strategies, expert guidance, and hands-on support to help business owners attract more leads, increase sales, and grow sustainably—without the guesswork. https://www.biancamckenzie.com/coaching/

⚫️ CHECK MY WEBSITE: https://www.biancamckenzie.com/

Love the New School of Marketing Podcast?

Let’s be honest and upfront, because you know that’s what I’m all about. Podcast reviews are super important to ...

Transcript

Hey, welcome back to the New School of Marketing Podcast. I am so happy that you're here and so grateful to you for tuning in. Before we dive in, I would love to pay my respect and acknowledgement to the Palawa people of Lutruwita, who are the traditional owners of the land on which my business operates.

And I pay my respects to the elders, past and present.

Hey there and welcome. I'm Bianca McKenzie, and today we're talking about the most common, common marketing mistakes I see business owners make. And trust me, it's one I've seen over and over again.

I can't tell you how many times I've heard business owners say I've tried everything and nothing works. And you know what? If I had a dollar for every time I heard that, I wouldn't need to market my own business anymore.

Here's the real issue though.

Random acts of marketing don't lead to consistent sales.

If your marketing feels like a guessing game, it's time to change it. So let's have a chat and inside this episode, I'm going to talk to you about why the I've tried everything mindset isn't the real problem.

I'm going to tell you the three biggest mistakes business owners are making with their marketing. And I'm going to tell you how a simple, repeatable system that actually works.

Let's do it.

So let's talk about the phrase that I hear all the time.

I've tried everything and nothing works.

Here's what's really happening.

Most business owners are not consistently executing a well thought out strategy.

Instead, they're really throwing spaghetti at the wall and hoping it sticks. In fact, they're literally throwing everything at the wall and hoping something sticks.

One week they're like posting on Instagram every day. Then they stop. For a month. They run Facebook ads, and when it doesn't work, they kind of just quit ads entirely.

They send an email here and there, but there's no consistency. This kind of random acts of marketing approach doesn't build momentum or trust with your audience. It just literally is going to keep you stuck in a cycle of frustration.

Now let's go deeper into the biggest mistakes that are keeping your business stuck.

Mistake number one is posting without a strategy.

Social media is great, but if you're just posting randomly, you are not building a brand, you're just adding noise.

Hate to put it to you that way, but it is true.

Instead of just posting and I'm using air quotes, just posting, you need to have a clear strategy that focuses on who you're talking to and what problem you solve.

You really need to get deliberate with this and I will link to some other episodes that I think would be really good for you to listen to in terms of, you know, social media strategy.

All of that. Definitely tune into last week's episode. You'll get a lot out of that content. Strategy 101. Yeah, you need a strategy.

Mistake number two,

running ads without a clear offer.

Facebook and I'm talking Facebook and Instagram ads here. Facebook and Instagram ads are powerful, but they don't work magic.

If you don't have a clear compelling offer, your ads are not going to convert. And when I say offer, it doesn't mean something that you sell. It could also be something that you give away for free in return for some Getting someone onto your email list.

Before you run ads, you need to test your offer organically to see if people actually want it.

Because if they don't, ads are not going to make a difference. Ads actually amplify what's already happening. They amplify your success, they don't create it.

Definitely try to do it the organic way for a little bit first. Unless you have a testing budget and that's okay. But then you need to realize I have a testing budget and if it doesn't work, that means that you need to test something else and try again.

It's not money wasted, it is data gathered really.

Mistake number three is sending emails inconsistently.

Email marketing is one of the most effective ways to stay connected with your audience.

But if you're only emailing when you have something to sell, you're doing it wrong.

You really need to show up consistently in your subscribers inboxes. You need to provide value so that when you do sell, they're actually ready to buy.

And I'm gonna like segue into a little bit of a side mistake as you as I would call it. A lot of people say, oh, I don't wanna, I don't wanna spam my audience.

I don't wanna send too many emails. Well, here's the thing.

One, your competitors are so they are getting noticed. They are building brand recognition, they are building trust. They are being seen so that's one thing. Two,

if you don't consistently email your subscribers,

they will forget who you are.

So the next time you are going to email them because you have something to say,

they will go, who is this person? Who is this sending me an email? I, I never signed up for this because they don't remember that they signed up for it.

So you're going to get spam complaints, you're going to have more unsubscribes, all of that. So I would say create a content schedule and do show up regularly, show up consistently,

I would say at least every fortnight, like every two weeks at least, but ideally every single week because your absolute ideal audience does want to hear from you and if you don't show up, they're going to forget you and someone else, like a competitor is going to take over and,

you know, build that brand awareness.

So how do we fix these mistakes? Well, instead of guessing,

you need to build a simple, repeatable marketing system.

And I want it to be simple for you because we're all time poor, right? Everyone's complaining about not having enough time. So it needs to be simple, it needs to be repeatable because then it makes it easier for you.

So firstly, know who you are marketing to get absolutely crystal clear on who your ideal client, your ideal customer is.

What are their struggles, what are their desires, what solutions are they looking for, like really get to know them, who is this person and what do they want? And then every single piece of content, ad, email should speak directly to them.

And this is why I'm telling you, get clear on your ideal customer. Create a buyer Persona, as we call that in marketing. And you can Google this how to create a buyer Persona.

Because when we think of one person that we are speaking to,

it makes it easier to create content. It's much easier to speak to one person than it is to create content for, you know, a group of people, even though there will be more people like that one person.

But you know, just think about who am I going to create content for. I'm going to create content for Joe.

Joe's my ideal client and you know Joe inside out and that's what you're going to create content for. The next one is you need to have a clear offer and a clear message.

If people don't understand what you're selling and why they should care, they won't buy.

Your message really needs to be clear and consistent across all of your platforms. Like you need to be so, so clear on what you sell and not just you Know all the features that are included.

But you need to know your offer inside out in terms of what it actually does for your clients. Like as in why should they care? You need to know that and you need to talk about that and you need to be consistent and very clear about that across all platforms.

The next one is you need to show up consistently but in the right places.

I never recommend going on all the channels. I want you to pick two, maybe three channels. And channels are where you are going to share your message. So it could be Instagram and Facebook.

It could be, you know, a podcast and Instagram, it could be a blog and Facebook. It could be completely different. You know, it could be TikTok, could be YouTube, one of them.

I always recommend having email always like that should be one, email should always be one. But pick two or three channels that make sense for your business and commit to them.

Like 100% commit to those. Don't get sidetracked. Focus on that for at least, at least six months.

And whether it is, you know, email, social media, ads, networking, consistency is key.

It's not about doing more. It's actually about doing the right things consistently.

So if there's one thing I want you to take away from today's episode, it's this. Random marketing efforts lead to random results.

Okay, random marketing efforts lead to random results, but instead, a focused, repeatable system leads to sustainable growth.

So here's my challenge for you.

Pick one marketing habit you want to improve this month.

Maybe it's committing to emailing you a list weekly.

Maybe it's creating a social media content plan. And make sure you tune into last week's episode for that. Maybe it's refining your offer before running ads. Whatever it is, I want you to focus on one thing instead of trying to do everything.

Small, consistent actions will get you further than random bursts of effort.

Okay, that's it for today's episode. Sorry for it being a little bit ranty. I get really, really passionate about this and it just pains me when I see people do these kind of things over and over and over again and complaining about not getting results.

So if this resonated with you, I'd love to hear what you thought. I would love to hear what marketing habit you're going to work on improving.

Send me a DM on Instagram or drop me a comment in the episodes post.

And if you're looking for more structure, strategy and support in your marketing, check out the new school of Marketing Business club Inside. You'll get access to marketing strategies, coaching four times a month.

So every single week you get coaching and a community of business owners who are all growing together. You can find all the details at newschoolofmarketing.com thank you so much for tuning in to the podcast.

I hope you found it helpful.

Make sure that you subscribe, leave a review and share the episode with fellow business owners. Until next time, keep showing up, stay consistent and market your business every day.