• Ellard Thomas, MBA

Don't Do This: 5 Digital Marketing Mistakes Small Business Owners Should Avoid

On the path to growing their businesses, many small business owners find themselves making marketing mistakes without even knowing it. As a result, their marketing budgets get sent into oblivion. 

As you’re striving to build a successful small business, it’s important to develop a keen awareness to the five marketing pitfalls that many entrepreneurs have fallen into.

In this article, I will expose these marketing mistakes and then make suggestions how to avoid them.

5 Common Digital Marketing Mistakes You Might be Making

1.) Absence of Clarity on Your Audience or Digital Marketing Objectives

The first step building a strong lead-gen and digital marketing plan is to have a clear understanding of your audience and the specific results you want to achieve.

Knowing who your ideal customers are will ensure that all your marketing and business development efforts will speak to their interests, pains and challenges. 

Additionally, setting clear and measurable goals will give direction and help you better gauge your digital marketing success. 

Conversely, one of the best ways of gaining clarity of your audience is to create buyer personas. By investing the time to develop these personas, you will provide amazing marketing campaigns. Your audience can tell when you’ve taken the time to know them.

Ideally, this extends beyond knowing the basic demographics. You’ll attain knowledge such as their role in the buying process, what causes anxiety, and intimate goals…all key ingredients to developing awesome campaigns that draws them to your brand.

2.) Failure to Devise a Documented Strategy

Marketing data powerhouse HubSpot says that only 32% of B2B small business owners and marketers have a written or documented marketing strategy.

Whether your brand focuses on B2B or B2C, most of your competitors do not have a well-planned digital marketing plan or marketing strategy. This gives you the opportunity to capitalize on their lack.

Failing to do your due diligence in digital marketing planning is one of the biggest digital marketing mistakes in existence. It’s important to not only create your business-growth goals, but to clearly outline the activities your company will do to achieve them.

A good suggestion here is to focus on 2-3 digital strategies at a time. If you have a marketing team, leverage their knowledge and expertise. If you currently do not have a marketing team, you may benefit from a digital marketing partnership, such as with Marketing Boost.

By honing in, performing tests, and concentrating on your marketing tactics, you can quickly discover what’s working and what should be scrapped. This way, you can maximize your marketing and advertising efforts on the best methods.

3.) Post on Social Media without End Game Goal

Too many small business owners use social media incorrectly. Too often, they follow tactics that have been frowned upon, and have been determined as spammy. As a result, their campaigns are denied, or the ads cost more than they should. As you can imagine, this is a big digital marketing mistake.  

When developing a social media strategy, you must identify what you want. Are you looking for leads, as in, B2C—or are you looking for other businesses (B2C)?

Whereas most people prefer Facebook as part of their marketing strategy, others have gained massive results with LinkedIn.

The reason is simple.

LinkedIn focuses on building professional relationships while Facebook has a gamut of different types of people. And if you don’t follow their changes, or understand the targeting platform, you can easily spend thousands of dollars with very little results.

The small business owners who have achieved success did so, either by hiring a consulting company or by investing time in understanding Facebook marketing.

If you’re looking to leverage social media as part of your marketing strategy, make sure to understand how your business can benefit from the platforms. If you understand the type of social medium you’re considering to use, you can also learn about the audiences that uses it. Research is key.

4.) No Strong SEO Strategy

To succeed in this competitive business world, you must have a strong SEO strategy. Both beginning and veteran small business owners have loss countless customers because of their lack of SEO strategy. A big marketing mistake, indeed.

Developing and improving your SEO is a top marketing tactic to help your audience find you. If you’re not familiar with developing an SEO strategy, don’t worry. There are several cost-effective ways to do this. Some may hire SEO companies while others learn on their own! Be aware.

Ongoing changes to search engine algorithms require you to stay abreast and updated. As a small business owner, this may be too time consuming, and thus, push you to hire a digital marketing agency.

To learn more about how a digital marketing firm can help you, contact us directly.

5.) Underutilizing Business Case Studies

Many small business owners are unaware of the power of using case studies. This marketing tactic can help you with turning leads into buyers. In addition to performing incredibly well for decision stage content, case studies can boost your organic traffic, improve website experience, and increase lead conversion—according to Moz. 

The reason why case studies are so powerful is simple. Stories sell! Prospects want to see how your company has successfully helped others with their needs. Additionally, they increase your credibility and immediately build trust. Having a case study is a great tool to have in your arsenal.

Sadly, many small business owners are making one of biggest marketing mistakes by not leveraging case studies. They either feel that they’re worthless or think it’s too much work to implement in their marketing strategy. You’ll be amazed the level of response you’ll get from your prospective clients.

If you’re a small business owner who’s tired of making the same marketing mistakes, we’re here for you. Your company deserves to be both here today and well into the future. To help you achieve the success you deserve, you may contact us directly or visit us. We specialize ensuring our clients’ success. 

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