Why reactive marketing misses the mark (and what to do instead)
For many small and medium-sized businesses (SMEs), marketing often feels like a scramble to “do something” when sales dip or competitors make noise.
Leaders or teams rush to launch campaigns, hoping for quick wins. But without a solid strategic foundation, these efforts rarely deliver lasting results.
In this article, I share insights from my work as a Fractional CMO, explaining:
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Why campaigns alone won’t solve deeper business challenges
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How to avoid knee-jerk marketing reactions
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The critical questions SMEs should ask before launching any campaign
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How to ensure marketing efforts align with your broader business strategy
Because you don’t just need a campaign. You need a strategy.
The Campaign Crisis!
I remember working as a Fractional CMO for a fast-growing professional services firm. Most weeks I’d have mentoring sessions with their in-house marketing coordinator. They were bright and capable, but often started the meeting with something like:
“ Steve and Pete reckon we need a LinkedIn campaign to do XYZ.”
No background. No brief. Just a sudden need to “do a campaign.”
This wasn’t unusual, and it wasn’t really her fault either.
In many SMEs, this is how marketing plays out: someone senior feels a dip in sales, flags a concern in a leadership meeting, and decides a “campaign” will fix it.
What they really mean is, “We need to boost revenue, fast.”
But here’s the problem: campaigns aren’t band-aids. They’re (or should be) the output of strategy, not a substitute for it.
The Real Question: Why This, and Why Now?
Most of the time, these “urgent campaigns” are knee-jerk responses to short-term problems:
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A sales dip this month.
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Pressure from a board meeting.
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A competitor’s campaign that’s caused internal FOMO.
So, when someone says, “Let’s launch a LinkedIn campaign,” the first question should be: Why this, and why now?
1. What’s the actual business objective?
2. What insight or trend is driving this idea?
3. And critically: why would your audience care?
Without those answers, a campaign is just a tactical flinch. Something that feels proactive but rarely delivers lasting impact.
” Without those answers, a campaign is just a tactical flinch. “
Campaigns Should Serve the Bigger Picture
In reality, a proper campaign isn’t something you can (or should) whip up in a 1-hour session.
It should be the execution layer of a broader marketing strategy—one that’s built on market insight, audience understanding, positioning, channel planning, messaging, and measurement.
And critically, that marketing strategy must itself be aligned to a robust, clearly defined business strategy.
Marketing doesn’t exist in a vacuum. Every campaign, every piece of content, every dollar spent should ultimately serve the business’s overarching goals – just like every other function in the organisation.
Without that connection, you’re flying blind.
Why This Happens (And Why It’s Costly)
Many SMEs fall into this pattern because:
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Marketing is viewed as a “doing” function rather than a strategic lever.
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The job is often handed to junior staff who aren’t empowered (or experienced enough) to push back or build strategy.
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There’s pressure to produce something fast—especially when sales are down.
But trying to fix structural issues with a few ad creatives and a boosted post is like trying to fix a leaky roof by repainting the ceiling.
Campaigns Should Be the Last Step
A well-built campaign comes only after you’ve answered:
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What are we trying to achieve, long-term – does it fit into our overall business objectives?
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Who are we speaking to, and what do they need?
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What’s the right message, channel mix, and timing?
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How will we know if it worked?
Only with that in place can a campaign actually drive the kind of results businesses want.
Final Thought
If you’re finding that your team is constantly reacting, scrambling to “do a campaign” every time revenue dips, then it might be time to pause.
Because you don’t need another quick-fix campaign.
You need a strategy.
If you are interested in utilising my marketing consultancy and fractional CMO services to grow your business , contact me today using the form below, and start your journey toward greater, professional and strategic success.
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