Why Small Business Owners Need a Big Picture Strategy

Do you know the parable about the elephant and how a group of people perceive it in different ways?

If you don’t here’s the quick version…:

A group of blind men are introduced to an elephant for the first time. Each one touches a different part of the elephant and describes what they believe it is.

One person touches the trunk and says, “It’s a snake!”
Another touches the leg and says, “No, it’s a tree trunk!”
One touches the side and believes it’s a wall.
Another grabs the tail and is sure it’s a rope.

Each person is right, but only partly. Without seeing the full picture, none of them can actually understand what they’re dealing with.

Marketing is a lot like that elephant.

As a small business owner trying to grow, you’ve probably been given advice from lots of different sources, each focusing on a specific part of your business.

You’ve seen the ads, signed up for webinars, downloaded free guides, and maybe even hired a specialist or two. And while everything you learn from those experiences are valid and true for them, it is easy to lose sight of your big picture marketing and long-term goals when they don’t all connect..

Let’s talk about why marketing can feel so overwhelming, why you’re not doing anything wrong (I promise it isn’t you!), and how you can start seeing your business through a bigger-picture marketing lens.

The Fragmented Marketing World Small Business Owners Navigate

If you’ve ever asked questions like:

• How do I attract more customers to my business?
  
  

• What should I focus on - social media, email, SEO, or something else?
  
  

• Why isn’t my marketing working, even though I’ve tried so many things?
  
  

• How do I do more of what’s working, when I don’t know if anything works?
  
  

• How do I keep customers coming back?
  
  

You’re in good company. These are the questions small business owners ask every day. And you probably already know that there’s no one-size-fits-all answer.

The marketing world is full of specialists, and each one is looking at a different part of the elephant (and there’s nothing wrong with that):

• Website Designers: Their focus is on creating beautiful, easy-to-navigate websites that help you stand out. Absolutely necessary! Your website is your home base, and every business needs one.
  
  However, since most website designers don’t have a background in SEO or user experience I’ve seen many instances of design decisions that, while beautiful and impactful, negatively impact the marketing-side of the website.
  
  For example, using multiple H1 headers for styling, or choosing a lovely font that’s hard to read on mobile can unintentionally hurt your SEO or accessibility. And this is something most small businesses don’t know to ask about because they are pros at running their business (as they should be), but this is generally outside their knowledge.
  

• SEO Experts: Their job is to help your website get found on search engines like Google. They help with keyword research, meta tags, site speed, and other technical optimizations. Also necessary!
  
  But left in isolation, it can lead to content that feels robotic or disconnected from your brand voice.
  
  And because SEO focuses on getting traffic to your site, there may not be further conversation about copy, conversions, or building warm leads from the traffic you get.
  

• Social Media Managers: Their job is to help you get seen, boost engagement, and stay visible in a sea of content. Great goals and social media should be in your marketing toolbox.
  
  Social media without a strategy that connects to the other parts of your business can waste time without driving sales because social media’s role is awareness and building the know, like, and trust factor - not sales.
  

• Email Marketing Pros: These folks set you up to build your list, write nurture sequences, and create automations. It’s a powerful tool, and every business should put time and effort into growing their email list.
  
  But if no one is signing up for your opt-in or your list isn’t growing, the emails aren’t going to be able to do their job.
  

• PR Strategists: They’re all about getting your story in front of new audiences through media coverage. That kind of visibility can be a game changer for small businesses, but it assumes you already have messaging, branding, and a strong offer in place.
  
  So many businesses think the end goal of PR (or social media) is to “go viral” and that falls apart quickly if nothing else is in place to take advantage of the attention you get.
  

• Brand Photographers: A great photo can stop someone in their tracks. Plus, professional photos help build trust and connection and, depending on your business, are crucial for being taken seriously as a business owner, speaker, or content creator.
  
  But if those photos aren’t tied to a larger strategy, they might look good but not do much for you in the long-run.
  

• Brand Strategists: They look at your values, visuals, messaging, tone of voice, and how your brand shows up in the world. That’s the foundation for everything, but a brand strategy isn’t the same as a big picture marketing strategy.
  

• Ad Experts: They specialize in bringing in new leads fast and are great at reaching cold audiences you might not have access to otherwise. That’s huge! But ads won’t solve problems with unclear messaging or a clunky customer journey.
  
  In fact, one of the biggest missteps I see small businesses make is jumping into ads too soon, not giving it enough time (or investment), and without a solid plan in place.
  

• Content Strategists: They know how to build trust and authority through thoughtful, educational, or inspiring content - which you absolutely need. But content without an ongoing, multichannel promotion strategy can fall flat.
  
  Going further, amazing content and the strategy to promote it won’t work if other pieces of your marketing aren’t in place - a poor user experience on your website or lack of follow-up means lost opportunities.
  

• Video Coaches: They’ll tell you that video is the best way to build visibility. And often they’re right! But video isn’t the only path, and not everyone is ready to be on camera every day (or ever).
  

• Networking Coaches: They’ll remind you that business is about relationships, which is true. Sometimes face-to-face connections are the most powerful option for growing your business. But relationship-building takes time, and it works best when it’s tied to a clear brand and overall strategy because without follow up and effort, you're just shaking a lot of hands.
  

• Systems and Automation Experts: They’ll help you streamline and scale with AI, CRMs, email tools, and workflows. That makes life easier and can open up growth you may not have known about! But automation, on its own, won’t solve issues with branding, reaching new audience members, or a terrible website.

Each of these experts plays an essential role, and I love working with them - not in competition, but in collaboration. I love referring clients to pros I trust when they are ready.

These are all experts in fields who bring incredible value, deep expertise, and unique insights to the table.

But it’s simply not fair (or realistic) to expect any one of them to carry the entire marketing load, or to have knowledge outside their scope.

Most small business owners don’t even know the right questions to ask. Why would they?  You’re busy running your business, not becoming a marketing Swiss Army knife (that’s my job!)

This is why a holistic, integrative big-picture approach is so valuable. When we work together - strategists, specialists, and small business owners - we can build something far more effective, aligned, and sustainable than any one piece on its own.

Marketing Feels Hard Because It Is Complex

If you’re feeling pulled in ten different directions…

If you’ve invested time and money and still feel unsure…

If you’ve tried to “do all the right things” but aren’t getting the traction you hoped for…

It’s not because you’re not working hard enough.

It’s not because you’re bad at marketing.

And it’s definitely not because you’re not cut out for this.

It’s because you’re getting advice from people who are each holding a different piece of the elephant.

They’re giving you the best advice and guidance they can through their lens, and that is incredibly valuable, but it isn’t the whole picture - and that may be what’s missing from your marketing.

But what you really need is someone who can help you zoom out and see the full picture of your business and who can help you decide where to spend your time, what to table for now, and what just isn’t going to be the right fit for your business, personality, and goals.

What a Holistic Marketing Strategy Looks Like

When everything is aligned - from your website to your messaging, content, visibility, and follow-up - it feels so much easier to market your business. Here’s what that big-picture approach includes:

1. Your Goals Drive the Strategy

Instead of starting with tactics ("Should I post more on Instagram?"), we start with the why. Are you trying to grow your audience? Sell a new offer? Build authority? Your business goals determine the marketing roadmap.

We also have to ask if Instagram is even the right place for you!

2. Clarity on Your Brand and Message

Before you worry about visibility, it’s important to know what you want to be known for. That includes your tone, your story, and what sets you apart.

3. Your Website and Content Work Together

Your website should be beautiful and functional. Content should be helpful and lead somewhere. Your visuals, voice, and SEO should all reinforce each other.

4. Your Visibility Plan Is Intentional

Whether you’re using social media, networking, video, email, PR, or ads, it’s not about doing everything. Instead, it is about doing the right things for you consistently (what is right for you will look different than someone else - even someone in the same industry/niche).

5. You Understand the Customer Journey

Great marketing walks someone from “I’ve never heard of you” to “I trust you” to “I want to buy from you.” That journey is different for every business (and can be different for different offers you have), but it should always be intentional and supportive.

You Don’t Have to Do It Alone

You’re not supposed to be a master of all things marketing. That’s not your job.

Your job is to grow your business, serve your clients, and bring your vision to life.

And for many small business owners, part of that journey includes self-education.

You’ve taken courses, watched YouTube videos, signed up for webinars, followed experts on Instagram, downloaded guides, and maybe even tried to DIY your entire marketing plan after a late-night Google search spiral.

That’s resourceful. It shows your commitment. And honestly? It’s often the only option when you're bootstrapping your business or navigating things solo.

But here’s what’s also true:

Self-education only goes so far.

Not because you aren’t smart or capable, but because you’re getting bits and pieces of information without the context of your unique business (back to the elephant!)

Some of the advice you’re hearing might be outdated.
Some of it might work brilliantly for a different business model or personality, but completely miss the mark for yours - so you’re left trying to cram square pegs into round holes and hoping for the best.

Some of it is designed for someone with VA or admin assistance or a free 40 hours a week to devote to implementation (let’s face it, kids, family schedules, or even just the day-to-day demands of your own business mean you don’t actually have 40 hours to devote to just marketing every week).

And it’s really hard to know what applies to you and what doesn’t.

Because… why would you know that? You're not a strategist. You're a business owner doing your best with the information you have.

That’s why so many small business owners feel like they’re doing so much work and still not seeing the traction they expected.

It’s not that you’re doing it wrong - it’s that you’ve been asked to navigate a whole marketing ecosystem without a map, and with a dozen voices shouting different directions (And once you click on an ad about a topic? That’s all you’re going to see!)

Sometimes, what you really need is help.

Not from a dozen different people, each giving you a different piece of the puzzle.

But from someone who understands how all those pieces fit together.
And, more importantly, someone who understands how they can fit together for YOU.

Someone who can help you:

Decide what actually matters right now.
Create a clear path forward without the overwhelm.
Filter out the noise so you can stop second-guessing.
Bring your plan to life at a pace that fits your capacity, goals, and values.

You don’t have to do it all.
You don’t have to do it all yourself.
And you don’t have to figure out the entire elephant before you take the next step.

The truth is, the best marketing doesn’t start with trends or tactics.
It starts with clarity.
And that’s something we can build together.

The Big Picture Is the Secret to Marketing That Works

If you’ve ever felt like marketing is a mystery or like you’re missing something everyone else seems to get, you’re not alone.

Marketing advice is everywhere, but so much of it is siloed, tactical, or incomplete.

The truth is, marketing works best when it’s connected. When each piece supports the others. When it’s built with your goals, capacity, and values in mind.

You don’t need to chase every new strategy. You don’t need to do it all.
You just need to see the whole elephant.

And if that feels hard to do on your own? That’s okay.

You're not behind.

You're not broken.

You're just building your business one step at a time.

And the right support can make that journey so much lighter.

Looking for marketing support that actually makes sense for you?

Let’s talk. I help small business owners like you untangle the overwhelm and create a simple, strategic plan that works.

Book a free consultation call here.