What "Random Acts of Marketing" Actually Looks Like in Real Life
Let me guess.
You post on Instagram because it’s been sitting in the back of your mind as a should.
You send an email to your audience or customers from time to time, usually when something launches, slows down, or guilt finally wins.
Not consistently.
Not intentionally.
Just… when you remember. Or when you panic a little.
If that sounds familiar, welcome. You’re in very good company.
This is what I call random acts of marketing, and no, it doesn’t mean you’re bad at marketing. It means you’re running a business, juggling a million priorities, and trying to “fit marketing in” wherever it will squeeze.
What Random Acts of Marketing Really Are (and let’s be honest here)
Random acts of marketing aren’t a strategy. They’re a stress response.
They look like:
Posting because it’s been “too long”
Sending emails only when you have news (or feel bad you’ve been quiet)
Reacting to what everyone else seems to be doing
Doing whatever feels loudest or most urgent that week
It’s marketing by vibes.
It’s “I should probably do something” energy.
It’s mistaking activity for progress and hoping it somehow adds up.
And listen, this isn’t a judgment. It’s just naming the thing.
Most small business owners I work with are smart, capable, and genuinely good at what they do. They just don’t have a system for their marketing, so everything feels heavier than it needs to be.
What Random Acts of Marketing Actually Look Like in Real Life
Here’s where people usually start nodding a little too hard.
You start from scratch every time you sit down to create content
You have great ideas, but they live in your head (or scattered across notes, docs, and half-written drafts)
Your website, emails, and social media all sound… slightly different
Marketing is constantly pushed down the list because client work comes first (I know this one intimately!)
You feel like you’re “behind” no matter how much you do
And maybe the most exhausting part? Every time you try to show up, you have to decide everything all over again.
What to say.
Where to say it.
How often.
And whether it’s even worth it.
No wonder consistency feels impossible.
Why This Is So Exhausting (and it’s not because you lack discipline)
Most people assume their marketing problem is motivation. It’s not.
The real issue is decision fatigue.
When there’s no clear starting point, every marketing task becomes mentally expensive. So you put it off, do the bare minimum, or (when a shiny thing appears) suddenly you’re just picking up your phone to “check something quickly.”
Random acts of marketing don’t fail because you’re inconsistent. They fail because they ask you to decide everything, every time.
That’s not sustainable, especially when you’re already making decisions all day long in your business and life. And somehow, you’re also responsible for figuring out what’s for dinner tonight.
The Problem Isn’t Effort. It’s Structure.
Let’s clear something up.
You don’t need:
more platforms
more content
more hustle
or more willpower
You need clarity.
You need fewer decisions. You need a way to connect the dots between what you do, what you say, and how people experience your business.
Consistency doesn’t come from trying harder. It comes from removing friction.
How Randomness Sneaks In (Even When You’re Doing “Enough”)
Here’s the sneaky part about random acts of marketing: they don’t usually show up as something being wrong.
They show up in the gaps.
The places where:
your message isn’t clearly connected across platforms
your content exists, but doesn’t build on itself
your website, emails, and posts are all saying good things… just not together
So even when you’re “doing marketing,” it feels scattered. And from the outside, whether that’s a potential client or a search engine, it’s harder to understand what you’re really known for.
That’s how randomness sneaks in. Not through inaction, but through lack of intention.
Why This Hurts Your Visibility
When your message is disconnected, your visibility takes a hit.
People don’t quite know what to come to you for. And search engines don’t get a clear signal either.
Great content can get buried if it isn’t reinforcing a clear, consistent message over time.
Intentional visibility works differently. When your message is aligned, and your content connects the dots, everything works harder for both humans and search.
A Simple Place to Start
If your marketing feels scattered, that’s not a personal failing. It’s a sign you’re ready for more clarity and fewer decisions.
I created the Content Visibility Checklist to help you see where the randomness is sneaking in, and what actually deserves your attention next.
It’s not about doing more.
It’s about doing things on purpose so you can build momentum instead of starting over..
Download the Content Visibility Checklist and start connecting the dots.