Introduction: More Small Business Marketing Mistakes to Avoid
In Part 1 of this series, we covered five common small business marketing mistakes, including not optimizing your Google Business Profile, failing to ask for Google reviews, and relying too much on social media instead of diversifying your strategy.
But those are just the beginning. Many small businesses lose potential customers, waste marketing dollars, and miss out on growth because of avoidable marketing missteps.
In this article, we will break down five more small business marketing mistakes and show you how to fix them to increase brand awareness, attract the right customers, and improve conversions.
1. Not Having a Clear Value Proposition
Why This Is a Problem
Your value proposition tells potential customers why they should choose you over competitors. If your marketing message is unclear or too generic, you will struggle to:
- Attract the right audience.
- Convert website visitors into customers.
- Stand out from competitors.
Many businesses focus on what they do instead of why it matters to customers. If a potential customer does not understand how your product or service solves their problem within a few seconds, they will likely move on.
How to Fix It
- Clearly define what makes your business unique.
- Focus on customer pain points and how your product/service solves them.
- Use simple, clear messaging on your website, ads, and social media.
- Add a compelling headline and subheadline to your homepage that states what you do and who you serve.
Example
A local HVAC company’s website originally said:
“We provide heating and cooling services.”
After optimizing their value proposition, they changed it to:
“Fast and affordable AC repairs—stay cool in the summer and warm in the winter, guaranteed!”
This small change increased their call volume by 30% within two months.
2. Poor Website Design or No Website at All
Why This Is a Problem
A business’s website is often the first impression potential customers have. If your website is slow, outdated, hard to navigate, or missing key information, you are losing potential leads.
Many small businesses rely only on social media, which is a mistake because:
- Social media reach is unpredictable due to algorithm changes.
- A website builds credibility and trust with potential customers.
- Google prioritizes businesses with well-optimized websites in search rankings.
How to Fix It
- Use a clean, mobile-friendly website design with clear navigation.
- Include key information:
- Contact details
- Services offered
- Testimonials/reviews
- Calls-to-action (e.g., “Request a Quote”)
- Improve website speed using tools like Google PageSpeed Insights.
- Optimize your website for SEO by using relevant keywords and adding a blog to drive organic traffic.
Example
A plumbing business redesigned their website to include an online booking form, testimonials, and clearer service descriptions. Within six months, their website inquiries increased by 45%.
3. Neglecting Email Marketing
Why This Is a Problem
Many small businesses rely only on social media and do not use email marketing to nurture leads and retain customers.
Email marketing is one of the highest ROI marketing strategies, yet many businesses fail to build an email list or only send emails sporadically.
How to Fix It
- Collect customer emails through website forms, checkout pages, and in-person transactions.
- Use an email marketing tool like Mailchimp or ActiveCampaign to send automated emails.
- Send a mix of content, including:
- Promotions
- Educational content
- Customer success stories
- Special offers for repeat customers
- Use personalization to make emails feel more engaging (e.g., “Hey [Name], here’s 10% off your next service!”).
Example
A small bakery started a weekly email newsletter featuring new menu items and exclusive discounts. Within three months, repeat orders increased by 25%.
Related Read: How to Use Email Marketing to Grow Your Small Business
4. Not Setting a Marketing Budget
Why This Is a Problem
Many small business owners either overspend on ineffective marketing or do not invest in marketing at all. Without a clear budget, you risk:
- Wasting money on ads that do not convert.
- Underinvesting in strategies that could grow your business.
- Failing to track ROI and improve performance.
How to Fix It
- Set a monthly or quarterly marketing budget based on revenue.
- Allocate funds to a mix of strategies:
- Google Ads or Facebook Ads
- SEO and content marketing
- Social media marketing
- Email marketing
- Track results and adjust spending based on what works.
Example
A home services company reallocated 30% of their marketing budget from low-performing Facebook ads to SEO and Google Ads and saw a 50% increase in qualified leads.
5. Forgetting to Follow Up with Leads
Why This Is a Problem
Many businesses generate leads but never follow up, causing them to lose potential sales.
Customers rarely buy after one interaction—they need reminders and additional touchpoints before making a decision.
How to Fix It
- Use automated follow-up emails or text messages after an inquiry.
- Create a lead nurturing sequence with helpful information.
- Call back potential customers within 24 hours of their inquiry.
- Offer a limited-time discount or incentive to encourage action.
Example
A roofing company started following up with past inquiries via email and secured 15% more projects just by sending a second follow-up message.
Final Thoughts: Stop Making These Marketing Mistakes
By avoiding these small business marketing mistakes, you can:
- Increase website traffic and leads.
- Improve brand trust and customer retention.
- Spend marketing dollars more effectively.
Next Steps
- Review your current marketing strategy.
- Identify which of these mistakes you might be making.
- Implement the fixes and track your results.
Need help improving your small business marketing strategy? Contact Send It today for expert guidance!