Marketing is often accompanied by an endless stream of advice, recommendations, and strategies from social media, teachers, or self-proclaimed experts. However, not everything labeled as valuable marketing guidance applies to every business. In this post, we explore why general marketing advice doesn’t always work and how to create strategies that are effective for your specific needs.

Many businesses are bombarded with broad marketing suggestions such as maintaining a social media presence, sending emails, or running ad campaigns. While these are foundational marketing tools, they can also feel generic. The problem arises when little consideration is given to the unique aspects of a business or its audience.

The distinction between general advice and a tailored strategy is critical. Some baseline recommendations, like having a website, are broadly useful, but the heart of an effective marketing plan lies in customization. Understanding your audience is essential. The uses and gratifications theory suggests that audiences actively seek media that fulfills particular needs. Your marketing should aim to meet these needs, whether they are entertainment, information, or connection.

Crafting a strategy means looking beyond standard recommendations and focusing on what sets your business apart. What differentiates you from competitors? How can you use these strengths to build a community around your brand? These questions are central to developing an effective plan. Targeting your marketing on platforms and channels that your audience actually uses is more meaningful than spreading efforts thin across every possible medium. Analyzing your market and choosing where to focus allows your strategy to resonate more effectively.

Personalized marketing efforts can include creating storytelling content for specific industries, like rodeo entertainment, or incorporating insider jokes, such as references that only a community would understand. These approaches build memorable connections. Similarly, advertising choices should reflect the audience’s context. A niche manufacturer may gain more from attending specialized trade shows than running broad streaming ads, while a local restaurant hosting live music could benefit from geo-targeted ads that reach customers with a shared interest in music.

Not every trend is right for every business. It is important to evaluate whether following a trending topic or using trending audio aligns with your values and audience. If a trend increases engagement but does not lead to conversions, it may not be serving your bottom line.

General advice can be a helpful starting point, but a one-size-fits-all approach rarely captures the nuances of a brand or its audience. By crafting strategies attuned to the behaviors, desires, and needs of your audience, you can create a marketing plan that resonates and performs. Tailoring advice and trends to fit your unique business ensures that your marketing is both effective and authentic.