10 Big Marketing Mistakes You Can Easily Avoid


10 Big Marketing Mistakes You Can Easily Avoid

Marketing isn’t everyone’s cup-of-tea, but if you run your own business, it’s an unavoidable fact of life.

To save on costs, many Small Businesses choose to handle their own marketing but having little to no experience in the field they often end up making some small (and sometimes monumental) mistakes along the way.

So, in no particular order, here are the top 10 mistakes I see Small Businesses make when it comes to their marketing:

1. You don’t have a website.

Your website is your home base, it’s the only online space that you’re business completely owns and controls, and it’s where you can share about your story and services/products in detail. Some Small Businesses think that having a Facebook page is enough, but if you want to create a credible brand, a website is non-negotiable.

2. You don’t know your target market.

You can’t please everybody, and you shouldn’t be marketing to everyone. Know who your target market is, that way you’ll know what topics you should be creating content on, where you should be posting to, and just generally how your clients want to be communicated with.

3. You use your business account like a personal account.

You’ve created this business from the ground up, and in many cases, you might still be the only person working for the business, but you still need to draw a line in the sand and create an air of professionalism. Your business account is not a place for you to go on rants about your latest upset or lash out at difficult customers; it is (only) a space for marketing and building your brand.

4. You don’t have a plan.

‘Winging it’ is by far one of the worst mistakes you can make when it comes to your marketing. Not only will a plan help you to create more relevant, interesting content, but it will help take the stress out of your day to day marketing. If you’re not sure where to start with a marketing strategy, check out my previous Smallville article, ‘Anchor’ Your Sanity With a Marketing Plan.

5. You don’t highlight the uniqueness of your business.

You didn’t invent accounting, and you probably don’t own the market, so it’s a good idea to tell your potential clients why they should choose your business over the 50 other accounting firms in their area. This is as simple as telling your clients the story behind your business, why you created it, and what makes you different from the rest.

6. You don’t know what your competitors are up to.

If there really are 50 other accounting firms in your area, then you should know what they’re up to, what deals they have going on, and what kind of marketing campaigns they’re running. It’s probably not realistic for you to know the ins and outs of every business but figure out who your main competitors are and make sure you stay up to date, so you’re not blindsided down the track.

7. You’re not tracking your results.

This is a simple one; you won’t know if your marketing is successful unless you actually track your results. Decide on your goals and success measures and then make sure you are consistently grading your marketing results against these so that you can make any necessary changes moving forward.

8. You’re not using marketing automation.

I really don’t have enough time to spend on it here but marketing automation is the way of the future, and if you want your Small Business to be able to keep up with content and communication demand and expectations, you need to be using it. For a beginners guide to marketing automation, see my previous Smallville article, Where to Start With Marketing Automation.

9. You’re afraid of outsourcing.

‘Outsourcing’ doesn’t have to be a dirty word, and it doesn’t have to cost you the world. The fact is there are some aspects of your business (marketing included) that will perform a whole lot better if you outsource them to someone that knows their stuff. This could mean simply outsourcing your automation while you still create the content for your brand or working with a marketing professional to create a whole new strategy.

10. You’ve fallen into a ‘content coma’.

Creating regular compelling content can be exhausting, but the fact is that if you want your marketing strategy to work, then you need to be regularly engaging with your target audience. If you want my tips for avoiding a lapse in posting and falling into a ‘content coma’ then read my previous Smallville article, 5 Ways to Avoid Content Creation Burnout.

You’ve probably identified with at least a few of these marketing mistakes above but don’t worry. Now’s the time to start afresh and with a solid plan in place you are sure to get those results you’ve been hoping for.

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