Why Most Business Owners Waste Money on Digital Marketing (And How Organic Marketing Fixes It)

Let’s just get this out of the way: most business owners aren’t struggling because they don’t have leads.

They’re struggling because they’re wasting the leads they already have.

I’ve worked with trades companies, service businesses, and entrepreneurs across industries. Before launching Scale to Sale Consulting, I, Mark Crandall was a managing member in three lead generation companies that served the trades. We crushed it on the front end—leads were flying in—but I started noticing a pattern that drove me absolutely insane.

These businesses didn’t care about their digital assets.

Their websites were garbage. Their Google listings were outdated or half-built. No content. No automation. No clue what happened to a lead once it came in. Just chaos. They were spending thousands in ad spend every month to drive traffic to broken funnels, and then blaming the “lead quality” when nothing converted.

So I started asking a new question:

Do you even need to spend money on marketing—if your organic assets aren’t set up to convert in the first place?

That question changed everything.

The Truth About Organic Marketing

If your website is outdated, your blog hasn’t been touched since 2020, and your Google listing is filled with cobwebs… why are you running ads?

That’s like pouring gas on wet wood and hoping it’ll light.

Your digital real estate—your website, listings, social media profiles—isn’t just a place for traffic to land. It’s part of your company's valuation. If you ever want to sell, scale, or hand your business down, those online assets better be dialed in. Because buyers look. Customers look. Google looks.

At Scale to Sale, we built our growth model off a single principle: start with what you already have.
And nothing works better than the voice of your customer.

The Testimonial That Changed Everything

There was one sales appointment that changed the game for me. I brought a new salesman on a follow-up and got to talking with the homeowner. I explained how important reviews were for our business, how we built everything off word of mouth. And then I asked:

“Would you be open to recording a short testimonial right now—just three questions, 20 seconds max?”

She said yes.

That moment became the seed of what we now call the Testimonial Waterfall System.

We started capturing those moments—on the spot, unscripted video reviews—and threading them into blog posts, email sequences, Google listings, and social content. And here’s the wild part: it absolutely crushed every marketing campaign I’d ever built in 10+ years of agency work.

Funnels, ads, SEO hacks… none of it came close to organic marketing powered by real customer stories.

The 3 Questions That Unlock Organic Gold

If you're looking to create your own waterfall of organic leads, here’s how to start.

Sit down with your happiest customers. We call them “Happy Checks.” Ask them these three simple questions:

1. What problem did we help you solve?

2. What was it like working with us?

3. Would you refer us to others? Why?

You can dress them up or down depending on your industry, but these three unlock raw, powerful language that sells better than any headline you could write. And when recorded on video? Game over.

We turned these videos into:

• SEO-optimized blogs

• Weekly social content

• Retargeting ads

• Automated emails

• Google Business Profile enhancements

Eventually, customers started asking to be featured. It became a badge of honor to be in one of our testimonial campaigns. That’s what organic marketing looks like when it works.

If you want to hear me go even deeper into this subject, I do so on Ep. 8 of the Scale to Sale Podcast. Click play below to give a listen.

The 3 Biggest Wastes of Money in Digital Marketing

If you’re serious about building an engine instead of a dumpster fire, here’s what to stop doing immediately:

1. Spending money before collecting the free money

If you haven’t talked to your past customers, captured their feedback, and optimized your website for conversion, you’re burning cash. Your first 10 new leads should come from your last 10 satisfied clients. Period.

2. Sending leads down a broken path

If your site has broken links, disconnected numbers, or contact forms that route to a spam folder, stop spending. Your digital funnel should be clear, simple, and frictionless. No dead ends. No confusion.

3. Ghosting your own brand

If you're not posting online organically—Google notices. So do your prospects. No activity = no trust.
Update your profiles. Respond to reviews. Post a screenshot of a happy customer. Start simple.

From Podcast to Playbook

If you found this valuable, I break it down even deeper on the Scale to Sale marketing podcast.
It’s a behind-the-scenes look at how I helped scale multiple companies to 7-figures—without ad spend.

And if you’re ready to implement the Testimonial Waterfall System inside your business, it’s already built for you.

Get it now: scaletosaleconsulting.com/waterfall

Or Book a Free Consult: scaletosaleconsulting.com/bookmark