You’re likely one of the 47% of small business owners that does all their marketing on their own. You probably don’t have any professional marketing experience unless you own a marketing company.
There are likely to be a few things that you are doing or not doing in your marketing efforts that could hinder your business.
Avoid these common Marketing errors for Small Businesses
These are five common marketing errors that small businesses make, along with tips for how to correct them.
1. Writing the book yourself
It’s not surprising that many small business owners opt to do the writing themselves, considering the high cost of professional copywriting. It shows when they do.
Coopman Creative explains that copywriters are more than just copywriters. “Our expertise and skills go beyond copywriting. They include brand management, persuasion, understanding nuanced channels, creativity, language crafting, and borderline obsessive grammar.
It’s better to hire professionals than to be a skilled copywriter unless you are a professional. A professional copywriter can provide a fresh perspective on your business and help you to define your value proposition to make your company stand out from the rest.
They will also create polished copy that is sure to sell. The expertly written copy will help you differentiate your business from others in your industry.
You’ll be able to quickly make your investment in a skilled copywriter and get a higher conversion rate and a better marketing ROI.
2. Your website is being neglected
Your website is your digital face. Your website is the digital face of your business. It also reflects your brick and mortar experience, if any, and sets the standard for what customers can expect from you when doing business with them.
Neglecting your website can lead to potential customers leaving your business. It also damages your SEO which will result in less traffic from search engines.
Search Engine Journal – “Taking proactive measures to keep your website clean and running smoothly can buffer against external factors and support your long-term objectives for your site.
This process is called “SEO hygiene” and it involves the routine execution of tasks and checks to ensure that your website looks and performs at its best.
These are the best practices of Search Engine Journal that small businesses can use to ensure good SEO hygiene:
- Make sure your website code is clean.
- Mobile-friendly websites are essential.
- Redirect issues can be handled.
To keep your users on your site, and to ensure high SEO performance, you’ll want to minimize page load times.
If you manage your website yourself, set aside time every month to check for broken links and update website copy. This includes your contact information, hours of operation, and any other pertinent information. To keep your website feeling fresh, hire an SEO professional to check for technical SEO problems.
3. Fatiguing your audience
Small business owners are often limited in time and money and tend not to publish enough content. However, other small business owners can be guilty of publishing too many things, and sometimes on the same channel.
It’s easy to understand why you would choose to concentrate on just one or two channels, rather than a strong marketing team. While it is important to communicate your brand message and build brand awareness, it is also vital to not overwhelm your audience.
They will likely leave. According to The Paperless Agent say. Good marketers make use of multiple communication channels to keep their audience connected.
You should ensure that you are using multiple channels to stay in touch with your customers, such as email, SMS, and Facebook. Don’t try to do too much on one channel.
4. You don’t need to track your results
A common error made by business owners is failing to track the results of their marketing efforts. They will continue to invest in marketing strategies, despite not having the data they need.
You could waste your marketing dollars and miss out on potential opportunities to improve your results if metrics are not in place.
Metrics can help you continuously refine and improve your marketing.
Tim Fitzpatrick, Rialto Marketing, highlights the reasons that some business owners ignore marketing metrics.
Owners may think that they are too busy to review performance reports or look at data analytics. If you have the time to market, you can also review your efforts. It takes only a few moments to get it right.
A common misconception is that business owners need specific tools or software systems in order to analyze metrics. Google Analytics is completely free, and many social media channels have their own reporting pages.
Many people don’t know what to measure. However, a little research online can help you determine the best KPIs for each channel.
Keep your eyes on the important things
To keep your pulse on marketing campaigns, you don’t need to track too many metrics. In fact, it’s not necessary. Start by reviewing your marketing channels and identifying a few metrics that you want to track.
Next, create a spreadsheet to track your marketing spend. To help you analyze web metrics, you should also create a Google Analytics Account. Make sure to ask every customer how they found out about you, and keep this information.
Spend an hour or so each month updating your spreadsheet and reviewing the data. You can also hire a virtual assistant or marketing consultant to help you track your marketing ROI.
5. Don’t speak to your target audience
Are your advertising and marketing campaigns not delivering the results you want? “More often than not, the problem is a disconnect between you — the content creator — and your audience,” the business experts at
When creating content that converts, it is essential to understand who you are talking to. If you don’t know what your prospects are looking for, how will you convince them that you are the best solution?
The key to great content is audience research. Spend some time with your most loyal customers to get to know them.
Ask your customers for the following information:
- Your age, generation, and stage of life
- If they are not local, where they live
- Culture and languages of preference
- Hobbies, interests, or affiliations
- They share their favorite content and consume it often.
- They are most frustrated
- They are typing in Google to find solutions to their problems
- They choose their favorite social media channels or websites
- Anything else that will allow you to speak more directly to them in your marketing
- Your answers will help you to improve your marketing copy.
Do not try to be smarter
It can be hard work to generate qualified leads and push prospects through the conversion funnel. This is especially true when you have other business concerns. It doesn’t take much time if you are strategic with your approach.
Avoiding these common marketing mistakes is a great place to begin. You’ll be able to see the benefits of investing in marketing in the long term, even if it means you have to spend more upfront.
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