Working with small businesses as a content writer at an agency and as a freelancer taught me two things about many small businesses. It is either they are not marketing at all or doing marketing wrong.
To address the first, you can only give your business a chance in the competitive business world when people know about it.
And for the second, this article contains 15 marketing mistakes to avoid as a small business owner.
It is one thing to know you should market your business as a small business, it is another thing to avoid small business marketing mistakes.
To make sure you don’t fall into the second category, read on.
15 Common Small Business Marketing Mistakes to Avoid
1. Not Having a Business Plan
Although it might sound cliché, you may have heard the saying, “he who fails to plan plans to fail. What this means is that you shouldn’t start any venture without a business plan.
You cannot just start a business without knowing where you want to go or what you want to achieve with that business.
Yes, you might not have all the picture; if you wait to have that before you start, you will never start. So, it is not about that.
It is about having a sustainable written plan with an outline of your goals, strategies, and budget.
This will not only keep you focused and accountable, it will also guide your decision-making process.
Moreover, it can even help you secure funding because investors need to know you know what you are talking about before they are confident to invest in you.
Having a business plan also means having a marketing plan. You should have one generally, and also every time you want to start a campaign.
Don’t start a marketing campaign without outlining what you hope to achieve with it and the strategies to get there.
Of course, you may need to employ a marketing expert for this because they will know what you need to include to get you to your destination.
Having a plan saves you from a lot of frustration later; don’t start without it.
2. Not Properly Accounting for Cash Flow
A lot of businesses have had to close shop because they didn’t properly manage their finances. If you don’t want to be part of that statistics, you need to properly account for cash flow.
Don’t just focus on revenue while forgetting that expenses can pile up quickly. You need to understand how much comes in and where your money is going.
So, regularly track your income and expenses and keep account of your cash flow.
Don’t eat up all your profits; rather invest it to diversify or to market your business to bring in measurable income.
If you are a sole proprietorship, you should pay yourself a salary, so you don’t keep eating into the business funds.
Also Read: How to Brand Yourself as a Writer
3. Ignoring Customer Feedback
One would think considering how vital customers are important to a business, more business owners will not overlook their feedback.
Unfortunately, in practice, many small businesses make this mistake.
Your customers are your best source of insight; they use your product or service, so they know what needs to be done to improve it.
You may say you test your product before launching, but remember writers are not the best editors of their own work, editors and readers are.
As honest as you may be about your work, you may genuinely overlook or not even consider some things. But your customers are the users, so they know what they are looking for.
And the faster you give them what they need, the more loyal they will be to you.
Therefore, one of the common small business mistakes to avoid is to overlook customers’ feedback.
In the first place, proactively seek it by asking them for it through surveys or reviews. You should also seek out where your business’ name is mentioned through social listening.
Some customers may not drop reviews on your page or complain, but they might on social media. Keeping your ear on the ground will make it easy to catch those complaints before they go viral.
Of course, customers also give positive reviews; that should motivate you and show you where you are doing well.
Basically, take time to listen, respond, and adjust accordingly to customers’ feedback. It will increase their loyalty because it indicates to them that you value them.
4. Lack of Online Presence
Let me say this as clearly as possible – if you’re not online today, you’re practically invisible.
When I speak to small businesses about being online, some of them tell me their audience is offline and when they are ready to scale, they will go online.
Now, let’s put it into perspective: if you run a neighbourhood store and have the potential of being found by 5000 people who may come across your store, online, you have access to billions.
I don’t know about you, but I would pick the latter.
And the good news is that you don’t need to run a big business before you do that.
Of course depending on your kind of business, you might still require a little geographical closeness, however, being online will still open you up to more people around your area than marketing offline would.
You cannot trust your business to just word-of-mouth or local advertising, you should position yourself to take advantage of the vast online audience.
Plus, you don’t even have to do much initially – a simple website, active social media pages, and Google My Business listing can significantly boost your visibility.
Moreover, customers expect to find businesses online, and without a presence, you risk losing credibility and potential sales as they may not trust your existence.
5. Inconsistent Branding
Branding isn’t limited to your logo. A serious business doesn’t just get a logo and then close shop.
No, they ensure they give their customers a consistent experience across the board. Because inconsistency in your messaging, colours, tone, or even your values can confuse customers and weaken your brand identity.
If your social media posts, website, and marketing materials don’t align, potential customers may struggle to connect with you.
So, you need to establish a cohesive brand guideline and stick to it across all platforms to create a strong and memorable brand presence.
Also Read: How to Brand Yourself as a Writer
6. No SMART Goals
I mentioned earlier that you should have a business plan and marketing goal to guide your business management.
Well, it is not enough to have a goal, you must have SMART goals. One of the major marketing mistakes businesses make is to have a generic goal and they think that’s that.
You cannot afford to have a vague goal like say, “increase sales”. Without a concrete plan, this is just a wish.
A SMART goal requires practical steps on how to increase your sales.
SMART goals are Specific, Measurable, Achievable, Relevant, and Time-bound and they help you set clear objectives and track progress.
Instead of a vague goal, setting a SMART goal will make it more specific. For instance, for the goal above, you will be able to say something like, “increase website traffic by 20% in three months through social media ads.”
This is more specific and defined. You can easily create an effective marketing strategy and measure what’s working with this.
7. Not Considering Your Competitors
No business owner should be running a business without identifying or monitoring their competitor.
I remember having a meeting with a client who wanted to launch a business and create brand awareness. I asked them who their competitors are and they told me that was my job to find out.
Of course, I was going to research their competitors as that would help us with the campaign strategy. But I also ask clients this question so I can understand their goal and how they stand out from their competitors.
For instance, I was expecting “so and so does something similar to what we do, but here is what we do to stand out” or “we are hoping to surpass so and so in five years.” but they didn’t even feel the need to know what they’re up against in the industry.
That’s a bad business strategy. You need to research your competitors to understand what’s working in your industry and to know where you fit in the industry.
You should look at their marketing strategies, pricing, and customer engagement. What can you do better or differently? How can you learn from them to improve your own business strategy?
8. Not Knowing Your Target Audience
Another common marketing mistake to avoid in your business is trying to sell to everyone. When you do that, you’re selling to no one.
In the first place, not everybody needs your business, so marketing broadly is a waste of your resources. Focus, instead, on your ideal customers.
Ask yourself some pertinent questions like: Who needs my product or service the most? What are their pain points, preferences, and buying behaviours?
When you answer these questions, you can then define your target audience, which allows you to craft personalised marketing messages that truly resonate with them.
9. Not Using Social Media
Social media is one of the most powerful marketing tools available today, yet many small businesses either ignore it or use it ineffectively.
I know many who say they are on social media, but the last time they posted anything was months ago. That’s not the right way to grow your online presence.
Simply having a Facebook page isn’t enough; you need to consistently post and engage with your audience.
Ensure you are sharing valuable content, responding to comments, and using social media to showcase your brand’s personality.
Done well, social media can help you build your brand awareness, drive sales, and create a loyal customer base.
Also Read: How to Determine the Best Social Media Platform to Promote Your Book
10. Zero Effort to Retain Customers
Keeping your existing customers is not only cheaper but it is easier than acquiring new ones. I am not saying you shouldn’t seek to attract new buyers, but you shouldn’t do so at the expense of your existing customers.
Never neglect your loyal customers.
Make sure you are nurturing them by offering excellent customer service, loyalty programs, and personalised follow-ups. This way, they feel seen and are motivated to partner with you by referring others.
Plus, when prospects see/hear how you treat your existing customers, it can attract them to your brand because everybody likes being seen and acknowledged.
11. Ignoring Data and Analytics
Ignoring data is one of the common marketing mistakes that can potentially harm your business.
You cannot afford to do business or marketing blindly; you must constantly analyse your marketing efforts, to see what’s working and what isn’t.
Employ tools like Google Analytics, social media insights, and email marketing reports to get valuable information about customer behaviour and campaign performance.
Then constantly review data from them to refine your strategies and invest in what truly works.
12. Being Too Promotional
Nobody likes a business that constantly screams “Buy from me!”
I know you want to sell; your customers know that too, but you don’t have to shove it down their throat that that’s all you want from them.
Offer them value as well instead of just pushing sales all the time. Share helpful content, educate and engage them in meaningful conversations.
A balanced mix of promotional, informative and entertaining posts is necessary to keep your audience interested in what you offer.
13. Failure to Adapt to Market Changes
We live in a world where things are constantly changing, including in business. So, if you fail to adapt quickly, you will be left behind.
You must be abreast of changes in marketing trends, consumer behaviour shifts, or technological advancements, and adjust accordingly.
You cannot afford to be rigid in business – not if you want to keep growing. You must be open to learning and testing new strategies, and be willing to pivot when necessary.
Businesses that embrace change thrive while those stuck in their old ways risk becoming irrelevant.
14. Ignoring SEO
Search Engine Optimization (SEO) is crucial for driving organic traffic to your website; you shouldn’t ignore it.
It is a cost-effective way to rank high on Google and other search engines and bring in potential customers without paid ads.
Simple SEO strategies like optimizing your website, using relevant keywords, and improving site speed can make all the difference in the world.
Even if you’re not an expert, learning basic SEO can give your business a significant edge.
Also Read: Best Email Marketing Platforms for Writers
15. Not Marketing at All
The biggest small business marketing mistake of all is not marketing at all. Some businesses erroneously believe that if they have a great product or service, customers will magically find them.
The truth is, however, that no matter how great your product is, without marketing, it will remain on your shelf.
If you want people to know about your business, you need to do that extra work of marketing it.
Luckily, you don’t need a big budget to start. Having an SEO-optimized website, consistent social media engagement and a smart email marketing strategy can help you keep your brand top-of-mind and drive sustainable growth.
Reach out to me, and let’s talk about taking your business where it needs to be.
Let me conclude by saying avoiding these common small business mistakes can set your small business up for long-term success. Just make sure you are ready to start small, stay consistent, and be open to learning and improving.
