Turning Strategy into Momentum: Rebuilding an Underperforming Business

Photo by Nicolas Hoizey

Not hitting your numbers? Losing traction? When a business isn’t performing, the worst move is to panic. The best? Step back, reassess, and fix what’s broken. Here’s how to create a marketing plan that actually turns things around.

1. Check Your Positioning—Still Relevant?

Markets shift. Competitors evolve. If your brand sounds like yesterday, no one’s listening today. Take a hard look—are you different, relevant, and clear about why you matter?

2. Listen to Your Customers—They’ll Tell You What’s Wrong

Customer feedback isn’t a nice-to-have, it’s a cheat code. Dive into reviews, complaints, and churn data. If people aren’t coming back, there’s a reason. Find it.

3. See What’s Being Said—Beyond Your Own Channels

Your audience is talking—on social, in forums, in competitor comments. If you’re not monitoring the conversation, you’re missing insights that could save your business.

4. Audit Your Marketing—Does It Even Make Sense?

Look at every channel—website, social, email, ads. Is your value proposition obvious? Are your pricing and messaging aligned? If people are confused, they’ll move on.

5. Re-Evaluate Your Target Consumer

Markets shift, and so do customers. If your messaging still speaks to last year’s audience, you’re missing opportunities. Reassess who you’re targeting and where they actually are.

6. Show Up in the Right Spaces—PR & Partnerships Matter

If no one’s talking about you, you don’t exist. Get featured in the right publications, team up with strategic partners, and make sure your brand is where it needs to be.

7. Fix Your Conversion Funnel—Traffic Means Nothing Without Sales

Driving people to your site is one thing. Converting them is another. If your checkout flow, booking process, or lead funnel has friction, fix it—now.

8. Get Your Pricing Right—Perception Is Everything

Price signals value. If you’re too cheap, you look low-quality. Too expensive without proof? You lose trust. Make sure your pricing matches what you’re actually offering.

9. Double Down on What Works—Ditch What Doesn’t

Not everything is failing. Identify the top-performing channels, content, or products—then push harder. Cut the dead weight that’s draining resources without returns.

10. Move Fast, Measure, and Adjust

Sometimes, you're too close to see the real problem. Getting external help—whether it's a consultant, strategist, or fresh set of eyes—can make all the difference in identifying blind spots and unlocking new opportunities. Overthinking kills momentum. Test changes, track impact, and refine as you go. The brands that bounce back aren’t the ones that wait—they’re the ones that adapt fast.

The Bottom Line? Take Control.

An underperforming business isn’t doomed—it’s just a signal to rethink, realign, and rebuild smarter. Fix the fundamentals, sharpen your strategy, and own your next move. And if you’re too deep in the weeds to see the bigger picture, bring in outside expertise to challenge assumptions and offer a fresh perspective. Momentum follows action. Let’s go.