If Your Marketing Isn’t Working, You’re Not Alone

Let’s be honest—most small businesses have tried marketing.

You’ve built the site. Posted on Instagram. Paid a freelancer to shoot a video. Maybe even hired an agency. But after months (or years), there’s still a nagging question:

“Why isn’t this working?”

That’s the exact frustration Jake Mooney from Green Light Studio hears often in conversations with tradespeople, service companies, and regional B2B teams. Many have done what they thought they were supposed to do. But the results just don’t come.

In a recent podcast, Jake and Jef van de Graaf—a seasoned SEO copywriter and founder of Copy Ads Content—unpacked this marketing stuckness. Not just where businesses go wrong, but why even well-intentioned marketing often falls flat.

If that sounds familiar, keep reading. We’ll walk through the three biggest reasons your marketing might not be working—and what to do instead.



1. You’re Posting… But Not Saying Anything That Matters

It’s easy to default to social media. You make a quick post about a new hire or a job site. Maybe a quick “Happy Holidays from our team!”



But Jake sees a pattern with companies in construction, trades, and services:

What’s missing? Strategy.

Your audience is looking for proof, not fluff. They want to know:

• Do you solve problems like theirs?
  
• Have you worked in their area?
  
• Can they trust your crew or product?
  
  

If your content isn’t helping someone decide, it’s not doing much.

Instead of “Happy Monday,” post something real:

• A 45-second video from the job site explaining a challenge and how you solved it
  
• A short post about how you helped a client avoid a costly mistake
  
• A snippet from a sales call where you explain a common question



2. You’ve Got Tactics—But No System

Most business owners approach marketing like a checklist:



1. Redesign the website
   
2. Post on LinkedIn
   
3. Film a company intro video
   
4. Boost a post or run an ad
   
   

That’s effort. But it’s not a strategy.

The result? Confusion—for you and your audience.



Jef sees this too with SEO projects:

Here’s what a simple, effective system looks like:

1. Start with core landing pages – Each service or product should have its own page. Clear, helpful, optimized.
   
2. Add real proof – Case studies, testimonials, photos from the field. Not stock fluff.
   
3. Create video and blog content that solves problems – Short and specific wins over long and generic.
   
4. Connect the dots – Your site, your posts, your emails… all should tell the same story in different ways.
   
   

This doesn’t need to be complicated. It needs to be coherent.

3. You’re Making It About You, Not Them

Here’s a harsh truth: most business websites read like internal memos.

• “We’ve been in business 27 years.”
• “We’re your trusted local provider.”
•  “We’re proud to announce our new facility!”

All true. But none of that helps a prospect decide.

Here’s a reframe:



• Instead of “we’ve been in business 20 years,” say “We’ve helped over 400 customers fix X without overspending.”
  
• Instead of “we’re excited to announce,” say “Here’s a change we made based on what our clients were asking for.”
  
  

Even if you’re in a “boring” industry—your customer has urgent questions. If you’re not answering them, they’ll find someone who does.

What Does Work: Simple, Connected Marketing

Let’s not pretend this is easy. But it can be simple.

If you’re running a business, you don’t have time to become a marketing guru. What you need is a workflow that fits into your week—and keeps running in the background.

Jake offers a helpful framework:

• Build your base: Landing pages for services, optimized for search
  
• Capture content from the field: Photos, videos, conversations
  
• Repurpose wisely: Turn a quick video into a post, a short article, a slide deck
  
• Keep showing up: Once or twice a week with something useful—not just promotional
  
  

It doesn’t have to be fancy. It has to be consistent.

Signs Your Marketing Needs a Reset

If you’re not sure where to begin, here are a few red flags to look for:

• You don’t know where your last 5 leads came from
  
• You’re posting weekly, but engagement is near zero
  
• Your content feels scattered and disconnected
  
• You can’t clearly explain what your current marketing strategy is
  
  

If any of these hit home, it’s time to step back and build a simpler, more intentional approach.

So… What Should You Do Next?

Here’s a straightforward starting point:

1. Revisit your website.
   Do your pages actually reflect what your customers need to know?
   
   
2. Audit your last 10 pieces of content.
   Did they help someone solve a problem—or were they just announcements?
   
   
3. Start small.
   Choose one format (short videos, simple posts, case studies) and build from there.
   
   

Need help structuring a strategy that connects it all?

That’s where Green Light Studio comes in. We help B2B and service companies build long-term marketing systems that actually reflect how your customers buy.

You can start with a free audit or connect with Jake on LinkedIn for a no-pressure chat.

Want help simplifying your message, your SEO, or your site copy?

Reach out to Jef—he’s helped dozens of B2B companies do just that.