If you're a business owner or creator, you might have felt that frustrating slump—the one where you question everything about your marketing, your business, and maybe even yourself. It's the kind of feeling that can lead to imposter syndrome or the impulse to just burn it all down and start fresh. But don’t worry, you’re not alone! This feeling is more common than you might think.
I’ve been in marketing for a decade and I often feel like this. Some weeks I love everything about my business and the work I'm putting out there; other weeks, the doubt creeps in, and nothing feels good enough. I’ve also seen this with clients who go through similar highs and lows. For many, these feelings aren’t tied to the quality of their work but rather to the natural ebb and flow of energy. Recognising the pattern helps, but there are practical ways to manage those doubtful times when they do strike.
Let’s explore what you can do when you’re feeling like your marketing just isn’t working...
Step 1: Start with Validation
First and foremost, understand that this feeling is normal. Everyone in business goes through these phases, even experienced marketers. It’s okay to have doubts, to feel like things aren’t moving, or to question the worth of your efforts. These thoughts don’t define the value of your work or your skill. They’re simply a part of the process, and everyone faces them. No marketer would ever except a strategy to just simply work straight off the bat. They would follow these steps below instead...
Step 2: Revisit Your Market Research
When feelings of self-doubt creep in, it might be tempting to brush off foundational marketing practices like market research. But market research isn’t just a step to complete once and then forget; it’s a continuous process that gives you insight into your audience and keeps your messaging aligned with their needs.
To get actionable data from market research, try reframing it as a conversation rather than a formal process. Reach out to past clients, read through your reviews, or engage with your online community to see what people are talking about. Understanding the language they use, their concerns, and their desires can reignite your creative energy. This deep dive helps you craft marketing messages that resonate with your audience, showing that you truly understand their needs and can help them achieve their goals.
There's a full guide, prompts and templates on market research in Mirrored Marketing.
Step 3: Test Your Messaging and Creative Assets
Once you’ve gathered insights, start testing your messaging to see what resonates most with your audience. Think of your marketing as an experiment rather than a final product. Instead of being discouraged if something doesn’t land, view it as data—a chance to understand what might connect better.
A great platform for this kind of testing is Pinterest. Pinterest allows you to upload multiple pins that will be shown to users over time without cluttering your main feed, giving you the perfect playground for experimenting. Test different graphics, headlines, and statements about your service to see what gains traction. Pinterest’s unique algorithm ensures that content stays discoverable for longer periods, so even an experiment can yield valuable long-term results.
Step 4: Keep an Eye on Your Analytics
After testing, dive into your analytics. Look at which pins, posts, or emails are getting the most interaction. It’s not just about likes or views; focus on metrics like clicks, saves, and conversion rates to identify what truly engages your audience.
Examine your email funnels as well. Where are people clicking out, and which emails see the highest engagement? Analytics are your best friend when it comes to optimising. They give you insight into what’s working (and what isn’t) so that you can adjust accordingly.
Step 5: Allow for Trial and Error
One of the biggest keys to success in marketing—and business in general—is accepting trial and error. Marketing is rarely a one-and-done situation. Allow yourself to put imperfect ideas out there and watch how they perform. Sometimes, it’s about putting aside perfectionism and letting data guide your next steps.
Remember, everyone has off days, and not every campaign will be a winner. This doesn’t mean that your skills are lacking or that your service isn’t valuable. It just means you’re refining your approach, and that’s part of the journey. Rewrite your messaging if needed, update your graphics, and continue the conversation with your audience until you find what clicks.
Final Thoughts: Embrace the Process
When you’re feeling like your marketing isn’t working, remind yourself that doubt is just part of the experience. The most important thing is to keep moving forward, keep experimenting, and stay curious. With time, the insights you gather will lead to a stronger, more aligned approach that truly resonates with your audience.
And if you want help in this process, The Marketing MOT is open to have me, a marketing expert, help you uncover what's not working and build a strategy that does.
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