Building a Real Modern Marketing Strategy with Darlene Ziebell

AI Is Just a Tool For Modern Marketing, Not a Miracle: “And it’s a tool, you know, and you have to keep that in mind. It doesn’t work miracles. You’re the one who’s doing the work behind it.” – Darlene Ziebell

The Real World of Small Business: Feeling the Squeeze

If you’re running a business right now, you know how tough it is out there: higher costs, fewer customers, and a million promises from marketing “gurus” all over your inbox and LinkedIn feed. It’s tempting to think that jumping onto the latest social platform or hiring more digital experts will finally solve your business headaches.

On our latest episode of Looking Forward Our Way, Darlene Ziebell – successful entrepreneur, consultant, and strategy pro – blew up the biggest myth in small business: that all you need to do is more modern marketing. In reality, you need a solid plan before you even think about buying ads or chasing likes.

Why Chasing the Next Marketing Tool Is a Losing Game

Let’s be real: Most of us have fallen into the “post and hope” trap. You try LinkedIn, set up a Facebook page, maybe pay for a few ads … then watch your money disappear with little (or zero) sales to show for it. Darlene Ziebell has seen it happen over and over. Sometimes folks blow through a million bucks a year on marketing and wonder what went wrong (06:32).

Her bottom line: If your business has deeper problems, more marketing just makes you lose money faster. Without a real strategy, all those tools are just expensive distractions.

Think Like a Gardener, Not a Tool Jockey

So what actually works? Think of marketing as an ecosystem, not a checklist. You need:

  • The right message
  • A killer offer
  • Smart pricing
  • A smooth sales process
  • Platforms your actual customers use

When all these parts fit together, everything just clicks. Post here, tweet there, run an ad over there. That scattershot approach won’t do anything unless it all serves your big-picture goal (09:11).

Don’t Get Distracted by the Wrong Modern Marketing Numbers

There’s no shortage of ways to measure your marketing these days. But hits, shares, likes, and follows aren’t what really matter. Darlene Ziebell boils success down to a few basics:

  • Leads (actual, interested potential customers)
  • Conversions (how many become real customers)
  • How much it costs to get one customer
  • Revenue

Focus on those, and stop worrying about vanity metrics. If those numbers aren’t improving, all the activity in the world won’t help (11:39).

Strategy First, Tools Second—Always

Here’s the core lesson: Business strategy and marketing strategy are two separate things, and business strategy comes first. Your business strategy is your answer to: “How are we going to win? Who are we serving? What makes us different?” (14:45)

Marketing is just how you communicate and sell what you have already decided in your business plan. Too many owners skip this step and just start running ads and chasing every customer on earth, terrified of missing out. That’s usually when the wheels fall off.

It’s like the early Amazon days. Darlene Ziebell reminds us that they started by only selling books. They nailed one thing before moving on to more. Small businesses need to do the same.

Be a Leader, Not a Hustler

If you want to move from frantic hustler to focused leader, you’ve got to get brave about saying NO. Pick your lane. Choose your market. Don’t try to sell everything to everyone. The discipline of sticking to your plan and politely ignoring all the shiny new things is what makes real leaders stand out (22:53).

Repeat After Us—More Modern Marketing Is Not the Answer

So next time your business hits a wall, don’t just double down on whatever marketing fad is buzzing on social media. Take a breath. Step back. Build—or rebuild—your actual business strategy. Chasing after the next consultant’s empty promises is just noise.

As Darlene Ziebell puts it at 31:36: if you want real growth, stop chasing the magic bullet and focus on clarity in your business first. Only then does your marketing have a shot at bringing in real, lasting results.

Ready to stop throwing spaghetti at the wall? Start with your strategy—not the latest marketing tool. Your business (and your bank account) will thank you.

1. What is the difference between a business strategy and a modern marketing strategy, according to Darlene Ziebell?

A business strategy answers how a business wins and makes money, defining its market, positioning, and competitive advantage. A marketing strategy, on the other hand, is about how to communicate and sell what the business strategy has already defined. The two are not the same and should be developed in sequence.

2. Why do most small businesses fail at marketing?

According to Darlene Ziebell, small businesses often fail at marketing because they skip foundational strategy steps, chase every new marketing tool or trend, and measure the wrong metrics. Effective marketing should be based on a solid business strategy, not just activity like social media posts or buying ads.

3. Where can I learn more from Darlene Ziebell or attend her workshops?

You can find Darlene Ziebell’s SCORE workshops nationwide by visiting score.org or her personal website, where she lists upcoming events. Most workshops are free and open to the public. Her books are also available on Amazon.

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Recorded in Studio C at 511 Studios. A production of Circle 270 Media Podcast Consultants.

The views and opinions expressed by the experts interviewed on this podcast are their own and do not necessarily reflect the views of the podcast hosts or any affiliated organizations. The information provided in these interviews is for general informational purposes only and should not be considered as professional advice. Listeners are encouraged to consult with qualified professionals for specific advice or information related to their individual circumstances. The podcast host and producers do not endorse or guarantee the accuracy, completeness, or reliability of any information provided by the experts interviewed. Listener discretion is advised.

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