6 Common Small Business Marketing Mistakes Killing Your Growth
- brickma
- Oct 28, 2024
- 6 min read
Updated: Dec 12, 2024
You’re hustling. You've set up your website, posted on every social platform, maybe even thrown some cash into Facebook ads—and still, nothing. Leads aren't coming in, conversions are low, and you’re left scratching your head wondering what went wrong.
Here's the hard truth: your small business marketing isn't converting because something's missing in your strategy. But don't worry, you're not alone. Most small businesses make the same mistakes, and the good news is, they're fixable. Ready to find out what’s holding you back and how to turn things around? Let’s dig in.
Your Messaging Is All About You (Spoiler: Nobody Cares)
Your messaging is one of the most common places where businesses stumble. Too often, businesses think their story or achievements will hook customers. Spoiler alert: It won’t.
The reality is, that your customers aren’t interested in your business’s story—they want to know how you can help them. If your website or social media is all about what you do, you’re missing the chance to connect with potential customers on a deeper, emotional level.
To fix it, flip your messaging to be customer-focused. Your headline, subheadings, and opening paragraphs should immediately show that you understand your customer’s pain points.
Example: Instead of “We’ve been in business for over 10 years, providing the best quality plumbing services,” try “Tired of leaky pipes and unreliable plumbers? Here’s how we’ll get the job done right the first time, so you can get back to what matters.”
When you write any piece of content, ask yourself, How does this help my customer? If it’s all about you, it’s time to rethink it.
You’re Trying to Appeal to Everyone (Which Means You Appeal to No One)
Every business owner wants to reach as many people as possible. But when you try to please everyone, you end up pleasing no one.
When you try to appeal to everyone, your messaging becomes vague. Instead of connecting with a specific audience, you’re speaking to no one in particular. Marketing isn’t about casting the widest net—it’s about sending the right message to the right people.
Get hyper-focused on your ideal customer. Who are they? What do they care about? Once you know this, craft your marketing specifically for them.
Example: A yoga studio that tries to appeal to everyone will miss the mark. Instead, if they target busy professionals who need stress relief, they’ll hit the nail on the head. Instead of “We offer classes for all fitness levels,” say, “Busy and stressed? Our 30-minute lunchtime yoga class will help you reset and recharge for the rest of the day.”
The more you focus on your target audience, the more they’ll feel like your product or service is exactly what they need.
Your Call-to-Action Is Weak (or Nonexistent)
A solid marketing message grabs attention. But a clear, compelling call-to-action (CTA) is what gets people to act.
Too many small businesses don’t guide their audience on what to do next. They’ve got great content, but the CTA is vague or missing. Saying “Learn More” or “Contact Us” doesn’t tell the customer why they should act now.
To fix this, make your CTAs bold, clear, and action-driven. Every piece of content—whether it’s a blog post, a social media update, or an email—should have a strong CTA that gives people a reason to act today.
Example: If you’re a local bakery, don’t just say “Check out our menu.” Instead, offer something like “Order your fresh-baked holiday pies today—limited stock available!”
Use action words like “Get,” “Claim,” or “Start” to create a sense of urgency. Make it clear what the next step is, and always emphasize the value of acting immediately.
You’re Focusing on the Wrong Platforms
There’s a temptation to be everywhere online—Facebook, Instagram, TikTok, Twitter, LinkedIn, Pinterest, and more. But just because a platform is popular doesn’t mean your audience is there.
When you try to manage multiple platforms, you’re spreading your resources too thin. You end up doing a mediocre job on each, rather than excelling on one or two where your audience is actually spending their time. Focus your efforts on where your customers are most engaged.
Do some research to find out where your target audience is hanging out online. If your business is a local service provider, Facebook and Google My Business might be your sweet spot. If you’re targeting a younger demographic, Instagram or TikTok could be more effective.
Example: A local landscaping company might get better results on Facebook, where homeowners in their area are likely to be searching for services. Instead of posting random content across all platforms, focus on getting those 5-star reviews and sharing before-and-after photos of your work where your local audience is active.
Master one or two platforms instead of trying to dominate them all. Your audience doesn’t expect you to be everywhere—they just expect you to show up where they are and offer value.
You’re Not Consistent (and Your Audience Noticed)
Marketing consistency is crucial for building trust and staying top-of-mind with your audience. Yet, one of the biggest marketing mistakes is inconsistency—posting frequently for a week or two, then vanishing for a month.
When you’re inconsistent with your marketing, your audience quickly forgets about you. Without regular updates, they’re less likely to engage and more likely to move on to competitors who are actively communicating.
Create a content calendar and stick to it. Whether it’s blog posts, social media updates, or email newsletters, consistency is key. Your audience will start to trust you more when they see that you’re always showing up with valuable content.
Example: Instead of posting sporadically, a hair salon could commit to posting twice a week, showcasing new styles, promotions, or tips for keeping hair healthy. Over time, this consistency builds trust, and when someone needs a haircut, that salon will be top-of-mind.
Quality is important, but showing up regularly is just as crucial. Even if you’re only posting once a week, make sure you stick to it. Consistency builds momentum and keeps you relevant in your audience’s minds.
You’re Not Investing in Professional Help
It’s easy to fall into the trap of DIY marketing, especially when budgets are tight. But at some point, DIYing everything might be costing you more than it’s saving you.
Marketing is a full-time gig, and chances are you’re already juggling enough as a small business owner. Without the right expertise, you’re likely to waste time and money on strategies that aren’t delivering results.
Sometimes, bringing in a professional is the best investment you can make. Whether it’s hiring a marketing consultant, a social media manager, or a professional copywriter, expert help can take your marketing to the next level and free up your time to focus on other parts of your business.
Example: A busy restaurant owner trying to handle everything from menu updates to social media might find that bringing in a social media manager will not only save time but also increase reservations by engaging more effectively with the local audience.
The right marketing professional will often pay for themselves by delivering better results, faster, and freeing up your time to focus on running your business.
Quick Checklist for Small Business Marketing Success
Clear, customer-focused messaging: Speak to your customers’ pain points, not just about what you do.
Strong call-to-actions: Direct your audience clearly on what to do next, with urgency and action-driven language.
Platform focus: Don’t spread yourself thin—choose the right platforms where your audience is most active.
Consistency: Stick to a regular schedule to build trust and stay top of mind.
Data-backed decisions: Use tools like the Brand Pulse to eliminate guesswork and make informed decisions about what’s working and what’s not.
Use this checklist to evaluate your current marketing efforts and see where you might need to make changes. Small tweaks can lead to big improvements when you focus on the right areas.
Stop Guessing. Start Growing with Brickma.
Are you tired of marketing without the results? You’re not alone. It’s time to take control, eliminate the guesswork, and finally see your marketing efforts convert into real growth.
Ready to level up? Dive deeper into why your marketing isn’t delivering and what you can do to fix it in our detailed blog, Why Your Marketing Sucks.
Or, take the first step toward better marketing today by booking a Brand Pulse analysis with Brickma. We’ll uncover exactly what’s holding you back and create a customized roadmap to help you attract more customers, boost sales, and grow your business—without the headaches.
Let’s get sh*t done. Book Your Brand Pulse Now.
