Simple marketing strategy: Why 'just enough' beats perfect every time
Many small business owners struggle with marketing overwhelm. They're pressured to do more, be everywhere, and follow complex marketing strategies that would need a full-time team to implement. But what if you could achieve better results by doing less?
Let me share what I've learned after 20+ years helping small businesses with their marketing: the most effective marketing strategies usually fit on a single page. The worst ones? They're so complicated they gather digital dust, never to be implemented.
The Simple Marketing Strategy Secret: Less is More
Has anyone ever cooked exactly the right amount of spaghetti? It's impossible. Even with those fancy measuring tools, we still end up adding "just a bit extra, just in case."
The same thing happens in marketing. We're force-fed this idea that more is better. More platforms, more content pillars, more buyer personas, more complicated funnels that look like they were designed by an over-caffeinated octopus.
How to Create a Simple Marketing Plan That Works
Think of approaching your marketing like tending a garden (because you know I love a good analogy). You could sow lots of different seeds and try to grow every type of plant. Or you could choose a few that thrive in your soil and climate.
The first approach leads to an overwhelming mess where nothing gets enough attention. The second creates a beautiful, manageable space where everything flourishes.
That's what effective simple marketing looks like. It's about being selective, intentional, and focusing your energy where it matters most.
What Simple Marketing Actually Looks Like
A minimalist marketing approach could look like:
Choosing ONE social media platform where your ideal customers actually hang out (not trying to master TikTok, Instagram, LinkedIn, and whatever else launched this week)
Creating a simple email strategy you can consistently maintain (rather than promising daily emails when you know that's not sustainable)
Developing content that serves your business goals (instead of jumping on every trending audio just because)
What it doesn't mean:
Following complicated 90-day content calendars with 10 different content pillars
Trying to be everywhere at once
Forcing yourself to do marketing activities you hate just because some expert said you should
How to Simplify Your Marketing Strategy
Start with clear business goals (not what that “expert” on Instagram says you should do)
Choose marketing activities that actually move you closer to those goals
Select approaches that feel sustainable even during busy weeks
Define your "minimum viable marketing" plan
Remember: You don't need daily social media posts. You don't need a podcast AND a YouTube channel AND a blog. You don't need to dance on Instagram if you hate it.
The Benefits of Simple Marketing
Like my client who decided to focus solely on her newsletter and LinkedIn (dropping all other platforms), you might find that doing less actually brings better results.
Why simplified marketing works:
More energy for the marketing you choose to do
Increased consistency in your efforts
Higher quality content creation
Greater enjoyment in the process (shocking, I know!)
Common Questions About Simple Marketing Strategies
"But won't my business suffer if I'm not doing everything?"
Think of it this way: Would you rather have 100 followers who love what you do and actually buy from you, or 10,000 followers who scroll past your content without engaging?
Just like you'd rather cook the right amount of spaghetti for your actual dinner guests than make enough to feed the whole street "just in case," your marketing should focus on reaching and serving the right people rather than trying to reach everyone.
"How do I know which marketing activities to keep and which to drop?"
This isn't about following someone else's blueprint - it's about finding what works for YOUR business. Look at your numbers (yes, even if you've been avoiding them!). Where are your actual clients coming from? What marketing activities bring you joy rather than dread?
If LinkedIn makes you want to hide under a rock but you love writing emails, guess what? You have permission to double down on those emails and let LinkedIn gather dust. The marketing that gets done consistently is always more effective than the marketing you constantly put off.
"What if I'm missing out on opportunities by simplifying my marketing?"
Here's the thing - you're probably missing out on opportunities right now because you're spread too thin to do anything properly. When you try to be everywhere and do everything, you end up being nowhere and doing nothing particularly well.
By focusing your energy on fewer, well-chosen marketing activities, you create space to spot and seize the opportunities that really matter for your business. Plus, you'll have more energy to say yes when those golden opportunities do come along!
Create Your Simple Marketing Plan
Take a look at your current marketing activities:
Which ones bring actual results?
Which ones do you enjoy?
Which ones make you want to hide under your duvet?
Keep what works and feels good. Drop what doesn't. It really can be that simple.