One of the most exciting aspects of owning a small business is small business marketing. Marketing is an essential aspect of promoting and increasing your small business and its sales. The fact that there isn’t just one approach to promoting a company makes it so compelling. There are countless methods to spread the news about your small business when you consider various combinations of marketing strategies. At the same time, however, there are also various marketing mistakes you can make as a small business.
Small business owners often experiment with innovative marketing strategies without evaluating the outcomes or understanding how they relate to their objectives. It may lead to a small business cutting its marketing budget or foregoing it entirely. So, to figure out how and where to use your marketing resources, you must first avoid the marketing mistakes that small businesses make.
Ineffective marketing can make or break any business, no matter what industry it’s in. That’s why organizations devote so much time and effort to creating an effective marketing strategy —but if you think your small business marketing success is solely dependent on clever strategy and doing the right things, think again.
Don’t Fall For These Marketing Mistakes
Here are seven frequent marketing mistakes that small businesses make, along with advice on how to avoid them:
1. You don’t have a website
Because they are a local small business, some business owners believe they do not require a website. On the other hand, consumers search online for goods and services, with more than half of those searches being local. People will search for your business online, check out your products and reviews before going to your location.
No matter how great your products or services are, you won’t be able to reach people without a website.
A website gives legitimacy to your company’s image. Consider your website to be both a forward-facing advertiser and a communication tool for your business. A well-designed website can help you sell your business while also staying in contact with your customers. It can also save you time if you consider all of the inquiries you get from new and existing consumers regularly. By addressing these common issues on your website, you assist potential consumers in making an informed selection and save time that would otherwise be spent repeatedly answering the same question.
Perhaps you believe that building a website will be too difficult or costly, but that certainly isn’t true in today’s world. Hundreds of businesses have stepped up to offer website development more accessible and affordable. Just browse the internet, and you can see website hosting companies, such as GoDaddy and Wix, that are affordable and easy to use!
2. You don’t track your results
You have no idea what works unless you track everything about it. If you’re not tracking your website’s goals with Google Analytics, conversions with pay-per-click ads, calls, and foot traffic from a major sale or advertising campaign, you’re wasting money. Even if you’re doing everything correctly, it’s still crucial to identify which behaviors resulted in which outcomes.
You won’t know what works, what doesn’t, and what might work with some tinkering if you don’t track your marketing strategies.
Tracking actions is necessary regardless of what type of business you’re in.
Connecting your site to Google Analytics and Google Search Console is the quickest and most convenient way to track your website and online advertising. This will provide you with information on your visitors, and with a little effort, you can even track what they did while they were on your site. Neat, right?
3. You have no idea what your competitors do
This is related to the tracking mistake, wherein you get a big chance to figure out what works and what doesn’t. Despite this, many small business owners completely disregard it.
Keep an eye out for what your rivals are up to. Check out at least 2-3 other businesses that are similar to yours that are progressing well. Study their marketing strategy and take note of the important ones that may apply to your business.
Every blunder they make can teach you something. All you have to do is pay attention.
Once you start tracking what they are doing, you’ll be able to see their achievements and failures. Pay close attention to the strategies they use only once and then quit. Take note of the techniques they utilize every month. You can use every one of their accomplishments and failures to your advantage.
4. You’re not targeting a specific market
One common mistake in small business marketing made by young business owners is to think of everyone as a prospective customer. While it’s true that you sell goods or services that attract a wide range of people, when it comes to marketing, you must narrow down your audience to a recognizable group so that you can utilize messaging and marketing tactics that speak directly to them.
Whether online or not, developing your profiles is a vital part of any marketing campaign.
These are client profiles that will assist you in determining who to target, how to approach them, and where to find them. You can’t impress everyone, so the best you can do is impress a specific group.
5. You place all your focus on new customers instead of existing customers
It’s tempting to believe that you need a constant flow of new leads in your network as a small business. Whether it’s trial downloads, views on your Youtube videos, Facebook interactions, or anything, you want to see those numbers rise. Isn’t it true that the more individuals that seem interested in your product, the better?
It’s advisable to focus on your existing consumer base unless you’re hoping for rapid expansion and scale. Have you ever wondered why certain businesses rush to pacify clients when they have a complaint?
It has been established that losing an existing customer costs more than gaining a new one.
It’s important to retain the customer’s lifetime value. Simply said, the concept is that a satisfied consumer will always come back to your business for more. Over the long run, that one delighted client will invest more energy and money into your business, and the general measure of that is the client’s lifetime value. In comparison to a loyal client, the lifetime value of a new customer is minimal. Spending more effort and money on obtaining new customers lowers the lifetime value of those clients. Rather than focusing solely on the acquisition, consider how you can satisfy your consumers and encourage them to return.
There are numerous approaches to this, such as:
- On your website, post stuff that you know your clients would enjoy.
- Create optional or secondary goods or services to keep clients interested.
- Make your clients feel special by providing excellent customer service.
- For software applications, you may offer monthly or weekly updates that incorporate the functionality that your clients have requested and that they genuinely require.
6. You hire marketing “experts” who do tasks you don’t understand
This is one of the biggest marketing mistakes can fool even the most astute business owners. They recognize the importance of marketing, but they lack time to do so. As a result, they engage someone to assist them. It seems like a promising start, and it very well might be. Except you’ve never studied marketing, let alone the type of marketing you’ve just recruited for, thus you can’t tell who knows their expertise or who doesn’t when you’re looking for someone to hire. You can have unrealistic ideas about what this form of marketing can accomplish.
You may also have no idea how each marketing strategy interacts with the others. As a result, you’re squandering a lot of money and missing out on a lot of opportunities since your various marketing consultants aren’t cooperating.
This can happen at any moment, but business owners who haven’t done their homework on small business marketing appear to fall for this over and over. You’ll require marketing knowledge. Though you do not have to be an expert, you just need to learn enough to understand when you’re speaking with an expert and when you’re speaking with a fool.
Recommended: The Essential Marketing Toolkit For The Solopreneur
7. You don’t have a written marketing plan
A well-thought-out marketing plan is an important aspect of small business marketing. Because time and money are limited, there is always a desire to ditch as many “non-essential” marketing steps as possible.
Your odds of success increase significantly if you plan out your marketing approach, the particular strategies you’ll use, how much they’ll cost, and how long they’ll take.
Note all the necessary details and plan it out properly. The results will always be worth it!
Now that you are aware of the most common marketing mistakes that small businesses make, you should be able to avoid them. You’ll be able to reach more customers and grow successfully if you remember to avoid these blunders and implement a strong marketing plan.