Small business marketing is essential. But it’s easy to make mistakes when time, resources and money are short. Below are the top 5 mistakes small business owners make when trying to market their new business.
1. You don’t have a website
According to Clutch.co, less than 64% of small businesses have a website. No matter what kind of small business you have, it is essential that you have a website. Your customers are searching the web to find you, but they can’t if you’re not there. Not having a website also means that you can’t run Google Ads which can get your business in front of customers when they’re ready to purchase.
2. You don’t have a marketing plan
We know that money can be tight when you’re just starting up your business, that’s why it’s essential to have a solid plan for your marketing. In this plan outline how much you can safely afford to spend on marketing, look at this cost as an investment rather than an expense.
- Define your goals, do you just want people to convert or are you trying to build brand awareness?
- Decide how much of your marketing budget you want to invest into your goals.
- Research the pros and cons of different advertising channels.
- Then split your budget by platform.
If you’ve got a bit of wiggle room in your budget, you could also look at consulting with a digital marketing agency for advice and potentially management.
3. You’re not investing in digital marketing
A lot of small businesses don’t invest in marketing strategy because it’s daunting and they already feel strapped for cash. But without digital marketing it’s hard to get your brand out there. Yes, you can work on your organic presence on social media and you can have a great website but that’s not nearly enough for significant growth. By implementing digital marketing strategies, you can get your product in front of customers when they’re ready to buy or you can create brand awareness on social channels by pushing your unique selling points. By investing in digital marketing you will speed up the growth of your business.
4. You’re using the wrong ad types for your business
Small businesses aren’t usually savvy in marketing practices, they also don’t always have time to do the research required. Don’t jump in and use the first ad platform you see or the first ad type because these aren’t always right for your product. For example, if you’re an eCommerce brand, then your best investment would be Google Shopping Ads. But if you’re selling a service, you’d want to use Google Text Ads. A lot of ad types will apply to a range of businesses, but if you’re low on marketing funds there are avenues that will work best for you.
5. You’re targeting everyone
You aren’t defining your target audience. By not defining a relevant audience for your ads, you’re wasting your budget. Not everyone is going to love your product or want to purchase from you. But there will be specific audiences who are likely to love your product. These are the people you want to be showing ads to because then you will see success from your ads. If you’re just showing your ads to everyone then your click-through rate will be low, and you won’t get the conversions you’re looking for.
A website is a must-have for any business, it can serve as your digital business card. Even if you aren’t selling your product online, informing people about your services through a website will boost your business. Using digital marketing will propel the growth of your brand if used correctly.