Why “Just Getting the Word Out” Isn’t a Marketing Strategy
It’s something business owners say all the time: “We just need to get the word out.” The intention is good, you want more people to know who you are and what you offer. But the problem is that “getting the word out” isn’t a plan. It’s vague, reactive, and usually leads to scattered marketing efforts that don’t produce real results.
If you’re posting, printing, emailing, or running ads without a clear goal, you’re not marketing with strategy. You’re hoping something sticks. And hope is not a reliable growth tool.
Here’s why “getting the word out” falls short, and what to focus on instead.
There’s No Clear Audience
Marketing works best when it speaks to someone specific. “Getting the word out” often means trying to reach everyone at once. But when you try to talk to everyone, your message usually connects with no one.
Instead:
define your ideal customer
tailor your message to their needs and pain points
focus your budget and energy where they already spend time
The more specific your message is, the more effective it becomes.
There’s No Clear Goal
What do you want people to do when they hear about your business? Visit your website? Call you? Book a service? If you don’t know, your audience won’t know either.
Instead:
set clear goals for every campaign or post
track actions like clicks, signups, or sales
measure success based on real outcomes, not just visibility
A goal gives direction and helps you improve over time.
It Leads to Random Acts of Marketing
“Getting the word out” often results in inconsistent activity. A boosted post here, a flyer there, a last-minute promotion with no follow-up. These efforts might grab some attention in the moment, but they rarely build long-term results.
Instead:
create a consistent content and ad plan
build campaigns with beginning, middle, and end points
repurpose content across platforms to reinforce your message
Consistency beats bursts of activity every time.
It Doesn’t Build a Funnel
Marketing is not just about being seen. It’s about guiding people through a process that turns interest into action. Awareness is only step one. You also need to earn trust, answer questions, and make it easy to take the next step.
Instead:
use your website, social media, and emails to walk people through your process
include calls to action that invite them to take the next step
follow up through retargeting or email marketing to stay top of mind
The Bottom Line
Awareness is important. But without strategy, it doesn’t go far. “Getting the word out” might get you a few likes or clicks, but real marketing is about attracting the right people, guiding them toward action, and doing it with consistency.
At Seven4 Marketing, we help small businesses move beyond random tactics and into strategic marketing that actually works. If you’re ready to stop guessing and start growing, let’s build a plan that makes sense for your goals.