Great Lakes Wire

Many small and mid-sized business owners in Michigan are questioning the effectiveness of their marketing efforts, according to an article by Karyn Olsson originally published in SBAM’s July/August 2025 issue of FOCUS magazine. The piece highlights that despite investments in people, consultants, software, automation, content, SEO, and video, many businesses see only minimal returns in the form of new leads.

Olsson argues that external pressures such as tariffs affecting supply chains, changes in talent availability, and the rapid adoption of artificial intelligence have made traditional marketing approaches less effective. She states: "Here’s the uncomfortable truth: Most small and mid-sized businesses I meet don’t have a marketing strategy, and in most cases, marketing is no longer essential in their business. They have tactics stitched together by urgency, suggestions and trends."

The article calls for a strategic reset rather than increased activity or reliance on outside consultants. Olsson encourages business leaders to revisit their competitive advantages and adapt their strategies to current market conditions. She notes that Michigan’s business environment is changing rapidly due to factors like shifts from general automotive work to electric vehicles or aerospace sectors and evolving customer expectations influenced by AI.

Olsson also emphasizes the importance of clarifying what sets a business apart before launching any new campaigns. She writes: "Digital agencies and AI can write your social posts (only halfway) but can’t define your brand, value propositions and positioning." According to her advice, businesses should ensure their unique strengths are clear, defensible, valuable to customers, and consistent across all touchpoints.

In addition to focusing on strategic alignment rather than volume of activity or spending on trends without proven results, Olsson recommends measuring outcomes based on meaningful metrics such as qualified leads generated or fit with high-margin capabilities.

She concludes by urging Michigan companies to pause for reflection: "Michigan businesses are some of the most resilient and resourceful in the country. We’re not flashy. We’re not fake. We’re real builders solving real problems for real people." Olsson encourages teams to regroup with a renewed focus on strategy rather than simply trying to keep up with changing technology or industry trends.

More information can be found at SBAM's News & Resources page (https://www.sbam.org/news-resources/).