When it comes to marketing, many small businesses are reluctant. There are so many things to pay attention to and it is all too easy to get distracted by trends, or lose track of the fundamentals. Unfortunately, neglecting the core marketing principles can cost you leads, trust, and sales.
All successful businesses must have marketing. Running your own business is hard enough as it is. If no one knows about you, then it’s really no different than having a store in the middle of the desert, even if you have an amazing product or service to offer. A well-executed marketing campaign can increase sales, attract new customers, and develop a strong brand. Yet, most small business entrepreneurs make mistakes which can prevent them from growing their business.
In this post, we will explore the five most common marketing mistakes made by small business owners. More importantly, we will outline how to correct them with simple, inexpensive steps. So whether you are starting a new business, or auditing your existing marketing plan, this post should help you out.
Key Takeaways
- Know who your audience is and speak their language.
- Build branding and assets that you control (email, web).
- Have clear calls to action that direct your audience.
Why Small Business Marketing Often Goes Wrong
1. Not knowing who your target market is
Marketing without knowing your audience is like throwing darts in the dark. You have to know who you are speaking to first before you build your message.
The Mistake
Some businesses attempt to communicate to everyone. Others base their content on assumptions. This can lead to weak messaging, poor engagement, and ultimately wasted ad spend.
Why It Happens
- Many small business owners skip doing research, and instead try to guess what customers want. Or they think their product is for “everyone”.
- More customers, more problems…
The Solution: Audience Research
Start by creating a customer persona. A customer persona is a quick profile of your ideal buyer. A persona requires:
- Age and gender
- Location
- Job title or industry
- Pain points or problems
- Goals
- Content format preferences (videos, blogs, etc.)
- Surveys, interviews, Google Analytics, and social media insights can all help you source data. Plus, you can use free tootls like Hubspot’s Make My Persona, or AnswerThePublic to better understand the wants of your audience.
A Real Example
A local bakery thought their main audience was moms with children. When they surveyed buyers, they found most customers were officeworkers picking up lunch.
Once they new this, they were able to change hours and messaging—and grow sales.
Pro Tip: Don’t assume your are above doing audience research. Check your actual data consistently.
2. Weak or Inconsistent Branding
When people see your business looking different every time they encounter it, they will forget you. Branding creates awareness and trust.
The Mistake
Using inconsistent colors, tone, fonts, or messaging confuses people. Some small businesses use different logos on social platforms or change their taglines monthly.
Why It Happens
Most new businesses rush their branding. They don’t buy templates, create brand guidelines, or use a professional logo. Other businesses change their look frequently because they think it keeps things interesting and fresh.
The Fix: Create a Simple Brand Kit
- You do not have to have a ton of money to look professional. All you need to do is keep everything consistent.
- Choose two to three brand colors
- Choose one to two typography font families
- Create a short tagline
- Use the same logo across all platforms
- Choose your tone: friendly, expert, playful, etc.
- Tools like Canva and Looka allow you to design consistent branding with a very low skill level. Create a folder for your brand kit and use it for all of your content.
Example
A freelance copywriter used different font styles for every blog post she wrote. She also changed her tone each week. After she created a brand color palette and developed a brand voice, her engagement and shares increased.
Bonus Tip: Branding also includes how you reply to comments, emails, and reviews. Keep your tone and branding consistent across all platforms.
3. Disregarding Local SEO
If your customers, who are nearby, cannot find you online you are losing sales. Local SEO brings the customers right to your door.
The Mistake
Of the many small business owners online, some do not claim their Google Business Profile. Others forget to include location based keywords in their websites or get reviews from customers.
Why It Happens
Search Engine Optimization or SEO can be overwhelming. Many small business owners believe that it is just for online businesses, or that it is too technical for them.
The Fix: Here are Some Basics to Get Started
- Claim and verify your Google Business Profile.
- Make sure you include your location and industry, on your homepage title and meta description.
- Use phrases like — “bakery in Atlanta” or “dog trainer near Springfield”.
- Ask happy customers to leave you reviews on Google and Facebook.
- Use your NAP (Name, Address, Phone) information in the footer of every page of your website.
Example
A plumbing service had not received a phone call in a while. They added “plumbing in Newark” to their site, they changed and updated the Google listing for their plumbing business, and they added a couple of reviews. Their phone calls doubled in 60 days.
4. Focusing Exclusively on Social Media
Social media has its place. That said, social media should not be your singular outlet for marketing your business, especially if you’re not even building an email list or a website, which would enable you to grow your audience outside of a singular platform. If you focus exclusively on social media, it may ultimately bite you in the end.
The Mistake
There are some brands that will post to social media every day, but they won’t bother to even build an email or website. Other brands these days will spend hours actively posting content on social media that won’t even convert.
Why It Happens
Social media doesn’t have a high barrier to entry. It’s fun, and you get immediate feedback from your audience. The problem is that social media is rented space — and you are just one algorithm change away from losing visibility.
The Fix: Diversify Your Marketing Channels
- Build an email list. Try using MailerLite or ConvertKit, and get started today.
- Build a simple website with Carrd, Wix or WordPress, and build your audience outside of social media.
- Repurpose any social media content that you have, and recycle it into blog posts.
- Consider only focusing on the platforms that your audience uses most.
- But remember, email marketing will return $36 for every $1 spent (Litmus, 2022), and you own that list.
Example
A photography studio had 4,000 Instagram followers. However, they got their account hacked, effectively cutting off contact with their entire audience. Now they send traffic to a sign-up form, and drive followers on a weekly basis.
Importantly: You don’t have to be everywhere. Just be present where it counts, and build marketing assets that you own or control over time.
5. No Clear Offer or Call to Action (CTA)
People don’t act until you tell them what to do. If the offer is vague, you will see low conversion.
The Mistake
- Many websites and social posts forget to explain a CTA. Some try to use confusing language here, such as “contact us,” instead of the more direct, “book a free call.”
- Why It Happens
- Owners think that visitors will know what they want, or they want to avoid sounding too pushy.
The Fix: Strong, clear CTAs
- Your CTA should reflect your goal:
- Want sign-ups? Use “Join now and receive our free guide.”
- Want calls? Use “Book a free 15-minute chat.”
- Selling a product? Use “Buy today!, with free shipping.”
- And make sure you tell them what they’ll get out of it. People want results, not features.
Example
- A coaching company improved their CTA to use “Get your free 30-minute plan.” They saw conversions triple.
Pro Tip: Use verbs like get, join, save, or try. Create a reason for urgency, without being too aggressive.
Frequently Asked Questions
1. What are the top marketing errors small businesses make?
Overall, the most common errors are not having a solid marketing plan, dismissing the customer data that are provided, focusing solely on social, skipping branding considerations, and not tracking performance.
2. How can small businesses avoid wasting money on marketing?
Make sure you start with a plan. Set goals. Track what happens – see if you accomplished your goals, and remember the most useful channels are those that your audience spends time engaging in. Remember to use free or low-cost tools like Google Analytics and email platforms.
3. Why is branding important for small businesses?
Branding builds trust. A consistent brand makes it easier for people to remember you. It also conveys that you take your business seriously – even if you’re just getting started.
4. Do small businesses need a website?
Yes. Even a simple website can build credibility. Research shows that people regularly search online before they make decisions, which means if you don’t have a simple website, you may be losing out on leads.
5. Which marketing channels work best for small businesses?
Email marketing, local SEO, content marketing, and referral. You won’t know which channels work for your audience until you test them.
6. Is it acceptable to only use social media for marketing?
No, social media is helpful, but marketing is not that simple. Algorithms change and limitations are imposed on accounts, so you need to leverage other channels like email, search, and your own website.
7. What is the right budget for marketing a small business?
There is no correct number! Many experts recommend 5-10% of revenue. Start small and scale up as you see successful performance.
8. Can I market my small business without money?
Yes! You can utilize free tools like Canva, Mailchimp, Google Business Profile, and social media platforms. Blogging and word of mouth are also free methods of marketing.
9. How do I know if my marketing is working?
Track simple metrics like traffic, email sign ups, calls, sales, and customer feedback. Utilize simple dashboards like Google Analytics or simple reports from the tools you use.
10. How often do I revisit my marketing plan?
Check-in under two weeks, your marketing plan should be updated quarterly. Don’t wait until something is broken, review what’s been working, change what hasn’t.
Final Words
Most marketing errors arise from rushing or guessing. When you slow down and put together a plan, the message will be clear to you. Customers are responsive to clarity.
Be sure to spend time on fixing these common mistakes. The benefits are tangible—and they are cumulative.