Marketing vs Communications: Why your posts aren’t converting (and how to fix it)
You’re posting. You’re emailing. You’re updating your website.
But bookings aren’t moving.
The issue usually isn’t effort. It’s the missing link between communication (a clear message that lands with the right people) and marketing (a simple plan that moves those people to take action). When both work together, your updates turn into enquiries. When they don’t, it feels like shouting into the void.
As someone who’s spent over a decade in communications and holds a Master’s in marketing, I’ve seen this play out across small businesses and charities of every shape and size. Let’s fix it - in plain English.
You’re doing both… but is it landing?
Most small business owners are already doing communications and marketing every day:
Posting new opening hours or a service update = communications
Sending a newsletter or running a promo = marketing
Replying to DMs with helpful info = communications
Sharing a testimonial and a “book now” link = marketing
Communications is about clarity, tone, timing and usefulness. It builds understanding and trust.
Marketing sets goals, picks audiences and channels, and guides people towards an outcome (enquiry, booking, purchase, sign-up).
You need both. And they need to line up.
Before you post: do you have content pillars?
This is where many owners skip straight to “post” and lose the bigger picture. Content pillars are the 3–5 themes that link your messages to your goals and keep you consistent across channels.
Pick pillars that reflect what your audience needs and what your business wants to achieve. For a local service business, for example:
Proof & outcomes – testimonials, before/after, case studies
Education & tips – short how-tos and FAQs that reduce friction
Behind the scenes & values – the people and purpose behind the brand
Offers & availability – what’s on, how to book, what’s next
Pillars stop your posts from feeling random. They make your communications clearer and your marketing more focused.
From telling to nurturing: a simple shift that converts
Here’s a pattern I see a lot in health and wellbeing services:
Telling (communications without marketing):
“We now offer mobile sports massage.”
It’s factual, but it doesn’t do enough. Who is this for? Why should they care? What next?
Comms + marketing (clear message + clear action):
“Tight calves after a late shift? Can’t get to the clinic? We now offer sports massage at home — ideal for shift workers and busy parents who need pain relief without the travel. Book a 30 or 60-minute slot for evenings or weekends via our link.”
What changed?
It names a specific audience and context
It shows the benefit, not just the feature
It offers a clear next step and timeframe
Nurture it: follow with a quick story answering an FAQ - “What should I wear?”, “How much space do you need?”, or “Is deep tissue suitable for me?” That simple extra step often turns interest into a booking.
The Message-to-Action Check
Use this quick sense-check before you hit publish on any post, email, page or poster:
Purpose: What is this for - to inform, reassure, build trust, or convert?
Audience: Who exactly is this aimed at? Be specific.
Message: What’s the one thing they need to know right now?
Channel & format: Where should it live - post, story, email, landing page? Adjust the tone accordingly.
Action & measure: What do you want them to do next, and how will you know it worked?
This turns “quick updates” into communications that serve a goal - which is good marketing in action.
How to know it worked (without a giant dashboard)
You don’t need fancy reporting. Look for signals that your communications were clear and your marketing did its job:
More people click or enquire than last time
You’re getting fewer repeated questions because your message answered them
Saves and shares go up on pillar posts
You notice a booking bump after a specific message or channel
If nothing moved, ask: was the audience too vague, the message too broad, the action unclear, or the channel wrong for this type of update?
Bringing it together
Communications and marketing aren’t rivals. Communications makes your message land; marketing gives that message a job to do. When you line up your pillars, use the Message-to-Action Check, and add one nurture step, you make it easier for people to understand you - and say yes.
If you’re a small business or charity and want help refining how you show up online, I’d love to help. Drop me a message or book a discovery call.
