How to Stop Committing Random Acts of Marketing

Marketing isn’t magic, luck, or a last-minute “I should probably post something” moment. It’s a strategy… a well-thought-out plan that connects your brand to the right people at the right time. Yet so many business owners are guilty of committing Random Acts of Marketing: sporadic social media posts, one-off promotions, and inconsistent messaging. If this sounds familiar, don’t worry, you’re not alone. The good news? You can fix it.

Here’s how to stop the marketing chaos and start making moves that actually grow your business.

1. Plan Before You Post

Marketing without a plan is like grocery shopping without a list. You end up with random things in your cart, but nothing to make a meal. The same happens with your marketing. If you’re posting just to post or running ads without a clear goal, you’re wasting time and money.

How to fix it:

• Set clear marketing goals that align with your business objectives. Do you want more leads? More sales? More engagement? Define it.

• Create a simple marketing plan - nothing fancy, just a roadmap for what you’ll do, when, and why.

• Before posting, ask yourself: Does this help me reach my goal? If the answer is no, don’t post it.

2. Know Your Audience (Because Marketing to Everyone is Marketing to No One)

Not knowing your audience is like trying to make a soufflé without reading the instructions, or worse, without knowing if your guests are allergic to eggs. Disaster, right? The same goes for marketing. If you don’t know who you’re talking to, what they need, or what matters to them, your message won’t land.

How to fix it:

• Identify your ideal customer: Who are they? What challenges do they face? What motivates them?

• Speak their language. If your customers are casual and fun, don’t use stiff, corporate jargon.

• Focus on them, not you. What do they need? How do they feel? Make sure your marketing speaks to their concerns and desires.

3. Be Consistent (Because Sporadic Marketing Confuses People)

Imagine you walk into your favorite coffee shop, but the menu changes every day. One day they serve lattes, the next it’s only tea, and by Friday, they’re selling tacos. Confusing, right? That’s how your audience feels when your marketing is all over the place.

How to fix it:

• Pick a schedule you can consistently maintain; whether that’s posting three times a week or sending one email a month. Stick to it.

• Keep your branding and messaging cohesive. If your tone is fun and bold one day but corporate and stiff the next, your audience won’t know what to expect.

• Show up for your audience regularly. If they only hear from you when you’re selling something, they won’t stick around.

4. Write Customer-Focused Content (It’s About Them, Not You)

Your customers don’t care about your business as much as they care about how you solve their problems. Marketing isn’t about listing your services, it’s about showing people how their lives will improve because of what you do.

Think of it this way: people don’t buy drills because they want a drill. They buy them because they want a hole in the wall and probably because they need to hang a picture that makes them happy. Your marketing needs to focus on that transformation.

How to fix it:

• Shift your messaging from “We offer X” to “Here’s how X solves your problem.”

• Address the emotions behind a purchase. Does your service reduce stress? Save time? Make life easier? Tap into that.

• Use customer stories and testimonials to highlight real-life impact.

5. Make Every Employee a Marketer

Marketing isn’t just the job of one person or department; it’s a team sport. Every single person in your business is part of your marketing strategy, whether they realize it or not. Your team interacts with customers, answers emails, and represents your brand in the real world.

How to fix it:

• Teach your employees about your brand message and why it matters. If they understand your mission, they’ll naturally share it.

• Encourage your team to engage on social media by liking, sharing, and talking about your business goes a long way.

• Foster a workplace culture where people love working with you. Happy employees naturally promote your brand without even trying.

Marketing Doesn’t Have to Be Hard… Just Intentional

Marketing doesn’t work when it’s random. But when it’s consistent, strategic, audience-focused, and involves your whole team, it becomes a powerful engine for business growth.

So, stop Committing Random Acts of Marketing and start marketing with purpose. Your business (and your sanity) will thank you.