Marketing can be a game-changer for small businesses, but only if it's done right. Many business owners dive into marketing with enthusiasm, only to find themselves frustrated by poor results. Often, the problem isn't a lack of effort, but rather avoidable mistakes.
In this blog, we'll look at the most common marketing missteps businesses make, why they happen, and how you can steer clear of them.
Small businesses often wear many hats: owner, accountant, customer service rep, and yes, marketer. With limited time, budget, and expertise, it's easy to fall into traps that can stall growth or waste resources.
But the good news? Most marketing mistakes are fixable once you know what to look for.
Jumping into marketing without a plan is like setting sail without a map. You might move, but you won't know where you're going, or why.
Fix it: Start with a simple marketing plan. Define your goals, target audience, key messages, and the channels you will use. Need help? Check out our guide on how to create a marketing plan from scratch.
Trying to appeal to everyone often means connecting with no one at all. If you don't understand your ideal customer, your message won't resonate with them.
Fix it: Create customer personas. Consider their needs, pain points, and where they spend their time online.
Your logo, tone of voice, and messaging should be consistent across all platforms. If not, you risk confusing potential customers.
Fix it: Develop brand guidelines, even a one-page document can help keep things on track.
In today's world, if you're not online, you're invisible. A weak or outdated website, inactive social media, or a missing Google listing can hurt your credibility.
Fix it: Ensure your website is mobile-friendly, update your social media profiles regularly, and claim your Google Business Profile - it's free!
If you're not measuring your efforts, you're marketing blind. You won't know the difference between what's working and what's wasting money.
Fix it: Use free tools like Google Analytics, social media insights, or email open rates to track performance.
Putting all your eggs in one basket, such as relying solely on Instagram or word of mouth, limits your reach.
Fix it: Diversify your marketing mix. Combine digital and offline strategies to reach a broader audience.
Spending too much on flashy ads or unnecessary tools can quickly drain your budget. On the other hand, underinvesting can hinder growth.
Fix it: Set a realistic budget and prioritise high-ROI activities, such as content marketing or email campaigns.
If you don't tell people what to do next, such as buy, sign up, or call, they often won't take action.
Fix it: Use clear and compelling CTAs on your website, emails, and social media posts. Make it easy for customers to take the next step.
Marketing evolves quickly. What worked five years ago might not work today.
Fix it: Stay informed. There are tons of ways to stay up-to-date like HubSpot's blog, MarketingWeek and more.
Marketing is complex. Trying to manage it all without help can lead to burnout and missed opportunities.
Fix it: Delegate, outsource, or invest in tools that simplify your workload. Even a part-time freelancer can make a big difference - I literally couldn't drop a bigger hint there.
I certainly find it easier to use checklists that I can tick off to follow along, so here's a quick list to keep your marketing on track:
For more guidance, read our post on how to build a marketing strategy for your small business.
Marketing doesn't have to be perfect, it just needs to be intentional. By avoiding these common mistakes, you'll set your business up for smarter growth, stronger customer relationships, and better results.