Tired of Throwing Money at Marketing That Doesn’t Work?
If you’re a small business owner, solopreneur, or nonprofit leader in Aotearoa, chances are you’ve tried a bit of everything—some ads here, a social media manager there, maybe even a new website. But the results? Not quite what you were promised.
It’s not your fault. Most small business marketing advice starts at the wrong end—with tools instead of strategy. That’s where generalist marketing steps in, offering not just tactics but clarity, alignment, and real value.
When Small Business Marketing Goes Sideways
We’ve seen it too many times:
- $12,000 spent on a digital ad campaign that brought in zero leads.
- A full rebrand rolled out before the customer journey was even defined.
- Automation tools bought and never used.
These tools aren’t bad—but they were introduced at the wrong time, without considering the wider context of the business.
It’s like trying to build a house starting with the roof. Without a clear foundation, everything you stack on top wobbles.
What Is Generalist Marketing (And Why Should You Care)?
Generalist marketing isn’t about doing everything. It’s about seeing everything.
Instead of diving straight into the latest platform or trend, a generalist steps back and asks:
- Where are you now in your business journey?
- What’s already working?
- What do you want to achieve next?
- What can you handle yourself—and what’s worth outsourcing?
- Which tools support your goals (and which ones are just noise)?
This whole-business view saves you from shiny-object syndrome and costly mistakes. It gives you breathing room to focus on what actually works.
Client Snapshot: From Confused to Confident
At a local networking event, we met a business owner who’d already spent big with a digital agency. The agency had built him a sleek website and recommended Google Ads. The catch? His clients weren’t searching on Google.
They pitched LinkedIn Ads—despite not working with LinkedIn.
In one conversation, we reframed his entire approach. He signed up for our LinkedIn Company Page management service. Together, we cleaned up his page, redirected his budget, and positioned him in front of his actual audience.
Today, he’s known in his industry as a credible voice. Not because of fancy funnels—but because he’s consistent, visible, and speaking where it matters.
What changed? He got a guide who could see the whole picture.
The Practical Power of a Marketing Generalist
Here’s what generalist marketing can look like in practice:
- Reallocating ineffective ad spend to strategy that aligns with real business goals
- Setting up content or CRM systems that you can run, without needing an agency
- Knowing when branded merchandise will drive results—and when it won’t
- Walking into a meeting with a web designer and actually knowing what to ask
Often, support starts small. A quick 15-minute call to review a quote. Helping a client ask the right questions. Or working together to map out social content using shared Canva templates.
This isn’t about control. It’s about collaboration.
Why It Matters Now More Than Ever
In today’s climate, where costs are up and attention is down, most small business owners are trying to juggle marketing between 10pm and 2am.
That kind of pressure leads to missteps—the wrong spend, the wrong hire, the wrong platform.
But with generalist support, marketing becomes less of a guessing game and more of a growth tool. You gain confidence, clarity, and better outcomes—not just more activity.
It’s Not Just What You Say—It’s What People Remember
Let’s talk about one of the most overlooked assets in small business marketing: branded merchandise.
No, we’re not talking about cheap giveaways. We’re talking about well-thought-out, strategic items that support your brand story.
One client—let’s call him “T”—used smart, simple branded items as leave-behinds in client meetings. Combined with his LinkedIn content, these helped his message stick.
Weeks later, prospects would reconnect after seeing the item again—reminded of the value he offered.
That’s the difference when merch is part of your strategy—not an afterthought.
A More Empowering Way to Market
At The Why Marketing, we’ve worked with solopreneurs, not-for-profits, and SMEs across New Zealand. The ones who get the most from our support? They’re ready to stop winging it.
They don’t want another cookie-cutter campaign. They want guidance. Context. Clarity.
“I finally feel like I’m not just winging it.” — A client, after one month of generalist support
We’re not a traditional agency. We’re not here to take over. We’re here to walk alongside you—so you can do it better, with confidence and purpose.
Ready to Stop Spinning Your Wheels?
If you’ve ever felt overwhelmed, underwhelmed, or just plain confused about where to start with your marketing—you’re not alone.
You don’t need to do more.
You need to do what works for you.
Curious how this applies to your business? Let’s talk. Contact Us
About The Why Marketing
Founded by Geoffrey Campbell in 2019, The Why Marketing specialises in providing tailored marketing solutions for SMEs in Tauranga, New Zealand, and the broader North Island area. With a focus on strategic planning, brand management, and digital marketing, we act as your Virtual Marketing Officer, delivering in-house and outsourced services designed to meet your unique needs. Our ethical approach and commitment to quality ensure that we deliver results that matter. Let’s build something great together.
