Clear the Path: Removing Obstacles in Q4
Let's be honest — most small business "strategy" is just showing up and hoping for the best.
You've got the posts going out. The emails scheduled. Maybe even a blog or two.
But if the results aren't stacking up… it might be time to ask: Is your marketing truly strategic — or just consistent?
Because those two aren't the same.
Activity vs. Alignment
Consistency is good. But consistency without alignment? That's just noise on repeat.
Here's the difference:
Consistent content fills your calendar.
Strategic content serves a goal.
3 Signs Your Marketing Might Not Be Strategic
You're doing it all — but can't tell what's working → You're posting across platforms but can't trace results back to anything specific.
Your content feels disconnected from your offers → You're sharing tips and thoughts, but it doesn't lead anywhere.
You're always creating — and still scrambling → If it's always last-minute, it's probably not strategic.
The Reality Check
A while back, I worked with a client who had us posting multiple times per day on every platform — quotes, video clips, reels, audio bites, all of it.
Engagement looked solid. The calendar was full.
But when I asked what the goal of all this content was, the answer was always:
“I guess… just to stay visible?”
Three months in, we were still at it — posting constantly, chasing the algorithm, but not moving the business forward.
No offers were clearer. No inquiries were up.
We were just spinning.
That’s the difference between activity and strategy.
Activity keeps you busy.
Strategy moves you forward.
So… What Is Strategy Then?
Strategic content is built to support:
A specific audience
A defined transformation or outcome
A real business goal (awareness, leads, sales, retention)
It doesn't mean every post is a pitch. It means every post has a purpose.
A 3-Step Strategy Activity
Before you continue creating, run through this strategy activity:
1. Audit your last 5 posts.
Ask yourself, what are they really trying to do? What am I trying to help the reader do or feel? (Get clarity, feel less overwhelmed, take action, etc.)
2. Pick one goal to focus on this month.
Could be building a list of emails, earning trust, driving inquiries through email or direct message.
3. Align your next 3 pieces of content to that goal.
Ensuring the next logical step for the reader is inline with the goals in step 2. (Reading another post, joining your email list, reading another post, booking a call or buying something?)
Bottom line: Don't just fill the feed. Focus your message. Make it mean something.
That's strategy.