“You're not just competing for sales — you're competing for attention.”
That’s something I remind my clients all the time. Because in today’s world, where everyone is scrolling, swiping, skipping, and ignoring, how you show up matters just as much as where you show up.
So that brings us to this question I hear a lot:
Are marketing and advertising the same thing?
Short answer? Nope.
Long answer? Let’s get into it.
Think of it like this:
All advertising is marketing, but not all marketing is advertising.
Advertising is when you pay to put something in front of people. You pay for a billboard. You pay Google to show your site first. You pay to boost your Facebook post. Simple.
That’s advertising.
But marketing?
That’s the whole system behind it. It’s the strategy, the story, the psychology, and the positioning that makes someone want to click that ad in the first place.
It’s asking, “Who are we talking to?”
And more importantly, “Why should they care?”
A construction company we worked with were on the right track with marketing but were missing part of the picture. They told me right off the bat, “We don’t get clients from social media. All our work comes from RFPs.”
Fair enough. But here’s the thing — even if social media doesn’t land the client, it can still help close the deal.
Why? Because when someone gets that proposal, what’s the first thing they do?
They look you up.
They want to know if you're legit. If you’re active. If you take pride in your work. And if your last post was from 2021, that doesn’t exactly scream “trusted expert.”
We didn’t push ads on them. We talked about brand presence. Perception. Trust.
That’s marketing.
Looking to do something similar? Check out our social media management packages.
Advertising = Paid placement. It's about visibility. You're renting attention.
Marketing = Everything else. It's your message, your identity, your understanding of the audience, and how you build a relationship before and after the sale.
And here’s the twist — you can absolutely have one without the other.
You can market without advertising. A robust website, testimonials, killer word of mouth — all of that’s marketing.
You can advertise without marketing (but I wouldn’t recommend it). That's like building a house without a blueprint. It's technically possible but I'd be afraid to see the outcome!
We shoot "ads" for clients but unless you’re paying to place that content somewhere — it’s not technically an ad. It’s marketing content. This mislabeling often doesn't matter at all but I want to go to a great length to illustrate how marketing and advertising are different.
We always try to ask bigger questions before we start filming:
Who’s your audience?
Why do they care about this?
What problem are you solving?
If a client says “we’re advertising this new product,” our response isn’t just “cool, we’ll film it.” It’s “who’s buying it, and what makes it better?”
That’s how you make something worth watching.
A lot of small businesses — especially the ones who rely on referrals — tell me they don’t need marketing. But here’s what I ask them:
“How many referrals are you not getting, just because someone couldn’t find anything about you online?”
Even if you're not paying for ads, people want to check you out before reaching out. Give them something to find. A video, a few testimonials, something that makes them feel confident about picking up the phone.
That’s marketing. No ad spend required.
This gets a little deeper into what video marketing means to the modern business.
If you’re just starting out, you probably don’t need to throw money at ads yet. Build your foundation first:
A clear message
A few strong pieces of content
A website that doesn’t look like it’s from 2006
A social presence that shows you're active and reliable
When you're ready to scale?
That's when advertising steps in.
Marketing is the strategy.
Advertising is a tactic.
And like any good strategy, your marketing should start with understanding who you're talking to, why they care, and how to earn their attention — whether you’re paying for it or not.
You don’t have to be loud. You just have to be clear.
And if you want help getting there?
You know where to find me.
Learn how to make video marketing work for you.