You’re putting out content. You’ve spent money on ads. Maybe you’ve even hired a marketing agency.
But leads are trickling in, not flowing. Engagement is low. Conversions aren’t happening. You’re starting to think…
“Is my marketing broken?”
Before you scrap your entire strategy or pour more money into tactics, take a step back.
In this post, I’ll walk you through a simple framework to diagnose why your marketing isn’t working—and how to fix it without guessing, panicking, or wasting your budget.
The 3-Part Marketing Diagnostic Framework
When marketing underperforms, the root cause typically falls into one of three buckets:
- Wrong Message
- Wrong Market
- Wrong Funnel
Let’s break them down.
1. Wrong Message: You’re Not Saying What They Need to Hear
Even if your service is excellent, a poorly positioned message can kill results.
This usually shows up as:
- Low engagement on content
- People asking “What exactly do you do?”
- Getting leads who aren’t a good fit
Common Messaging Issues:
- Too vague or generic (e.g., “We help you grow your business”)
- Focused on features, not outcomes
- Not aligned with what your audience cares about right now
Example:
Instead of saying:
“We offer full-service marketing solutions,”
Say:
“We help overwhelmed founders create a marketing plan they’ll actually follow—without hiring a full-time team.”
Your audience doesn’t want a feature list. They want clarity, relief, or results.
Fix It:
- Interview or survey real clients—use their language in your messaging
- Tighten your value proposition (What do you solve? For who? Why you?)
- Focus every message on a specific outcome
2. Wrong Market: You’re Talking to the Wrong People (or Everyone)
If you’re seeing lots of clicks but no conversions, you might have a targeting problem.
You’re speaking, but not to the right people—or not with enough precision to cut through the noise.
Red Flags:
- Lots of “leads” but they ghost or churn
- Traffic without inquiries
- Messaging that tries to appeal to everyone
Example:
A web designer markets to “anyone who needs a site.” That’s not a niche—it’s a void. Compare that to:
“We build fast, conversion-focused websites for service businesses who need to book more calls—not just look pretty.”
Fix It:
- Revisit your Ideal Customer Profile (ICP)
- Niche down to a specific vertical or pain point
- Create separate content streams or ad campaigns for different audiences, rather than one generic message
3. Wrong Funnel: People Don’t Know What to Do Next
You might be generating interest—but if there’s no clear, compelling next step, that interest fades.
The best marketing systems lead people on a journey from problem → solution → trust → action.
Funnel Failures Look Like:
- No call-to-action on content
- Discovery call page buried behind 3 clicks
- Traffic going to your homepage without direction
Example:
A great post generates traffic. But there’s no opt-in, no consultation offer, and no follow-up. That’s not a funnel—that’s a dead end.
Fix It:
- Every page or asset should have one clear CTA
- Use entry offers: PDFs, checklists, low-friction forms
- Add a retargeting layer for visitors who don’t convert
- Track how people move from first touch → inquiry → booked call
A funnel isn’t software. It’s the intentional path you build for people to follow.
Bonus: Is It Really a Marketing Problem?
Sometimes what looks like a marketing issue is really a sales or delivery issue:
- You get leads, but you’re slow to follow up
- You book calls, but don’t close them
- You close them, but they don’t stay
If the right people are showing up but not converting, the breakdown might not be marketing—it might be:
- Your offer isn’t compelling
- Your pricing doesn’t align with perceived value
- You’re not following up consistently
Fix the leak at the right point in the pipeline.
TL;DR: Diagnose Before You Pivot
If your marketing isn’t working, don’t start guessing.
Instead, ask:
- Are we saying the right thing?
- To the right people?
- With the right next step?
One change in messaging, targeting, or funnel structure could unlock everything.
📈 Want Help Diagnosing Your Marketing?
I work with small business owners to identify exactly what’s holding their marketing back—and build a plan that finally works.