Authentic marketing alone won’t build your brand. You need a strategy
I’m a huge advocate for authentic marketing. It’s how you build trust, create a real connection with your audience and make your marketing feel natural and aligned with who you are. It’s even one pillar of my whole philosophy - simple, intentional, authentic marketing.
But I’m sorry to say that “being authentic” isn’t enough to build a thriving, sustainable business. Without a clear strategy behind it, you’re just winging it. And winging it will only get you so far before frustration, overthinking or burnout creeps in.
If you’ve ever felt like you’re doing all the right things but not seeing results, it’s not because you’re not good enough. It’s because you don’t have a strategy that supports your natural way of marketing.
Are you “winging it” with your marketing?
I would guess that you didn’t start your business to do marketing (I’m a marketing coach and even I didn’t start my business to do marketing!).
You love what you do, you believe in your work with a passion and you genuinely want to help people.
But it’s a fact of life that to build a thriving, sustainable business, you do need to promote yourself - and doing this consistently can throw up all kinds of challenges.
Anyway…
You start doing all the things you’re “supposed to do” - posting on social media (is that supposed to be 3x, 5x or 14x times a week??), networking (going to all the meetings - online and in person), creating lead magnets, building an email list and downloading all the courses you can find to learn MORE.
But over time, you might start noticing:
Inconsistent results - one month you have a flood of clients, the next…nothing
Marketing feels overwhelming - you’re posting, creating and engaging, but it all feels random
Lack of clarity - you’re not sure if what you’re doing is actually working
Difficulty attracting the right clients - people don’t seem to instantly ‘get’ what you do
Feeling reactive instead of intentional – you’re constantly always chasing clients rather than attracting them to you.
It’s not that you’re doing anything wrong. The missing piece isn’t effort - you just need some direction and purpose. You need a strategy!
The power of authenticity + strategy
When you combine authenticity with a clear strategy, everything shifts. Your marketing becomes intentional, aligned with your strengths and actually works. Your messaging is clear, you’re consistent and your offers are positioned in a way that makes sense to your audience so it becomes easier to attract the right clients.
1. Your marketing has clarity & purpose
Instead of guessing what to do next, every marketing activity serves a purpose. Your brand, messaging and offers all work together to guide your audience toward taking action.
2. You speak directly to your ideal clients
Without a strategy, your messaging can feel vague. But when you define your niche, your ideal client and your brand positioning, everything becomes clearer and more compelling.
3. Consistency becomes sustainable (goodbye overwhelm)
A strategy doesn’t mean doing more - it helps you focus on what matters most. You don’t have to be everywhere - you just need a plan that works for you.
4. You build a recognisable, trustworthy brand
Marketing is more than just social media content - it’s your entire brand experience. A clear strategy helps people understand who you are, what you do and why they should choose to work with you.
5. Marketing feels more aligned (and even fun!)
When your marketing plays to your strengths, it stops feeling like a chore. You’re not just ‘doing marketing’ - you’re building relationships and attracting ideal clients in a way that feels good.
A quick check-in on your marketing
If you’re not sure if your marketing is working for you, take a moment to answer these questions:
Am I consistently attracting the right clients?
Does my marketing play to my strengths, or am I forcing myself to do things that don’t feel right?
Does my marketing naturally lead people to my offers?
Do I have a clear, strategy, or am I winging it?
If you answered no to any of these questions, it might be time to rethink your approach.
How to align your marketing with strategy
Get clarity on your ideal client & core message - Who do you help, and how? What makes your approach unique? This is the foundation of your marketing!
Choose key marketing channels & tactics - Where do your ideal clients spend their time? What type of content feels natural to you? Focus on 1–2 platforms rather than spreading yourself too thin.
Create a simple marketing plan - Marketing is not just about content - map out a simple path to take your audience from knowing nothing about you to trusting you enough to work with you.
Stay consistent, but flexible - Consistency doesn’t mean showing up everywhere on a daily basis - it means having a sustainable rhythm. Set realistic goals and commit to them.
Track what’s working - Look at engagement, enquiries and feedback. What content is resonating? What tactics are bringing in leads? Adjust your strategy based on real insights.
For a more detailed approach, download a copy of my 10-Step Guide to Building a Simple Marketing Strategy
You need both authenticity & strategy to build your brand
You don’t have to choose between being authentically you and having a plan. The most successful coaches, consultants and service providers do both - they combine authenticity with a strategic, structured approach to marketing.
If you feel like you’re constantly ‘doing marketing’ but not seeing the results you want, let’s talk about what’s missing. It’s not about doing more - it’s about doing what matters most.
