3 Small Business Marketing Mistakes & How to Fix Them 🔌🛠️🎯

man and woman reviewing social media and marketing statistics

Do you struggle with marketing? Does it sometimes feel like you're doing everything right, but not getting any traction?

We spend so much time trying to get noticed and create audience engagement. It’s frustrating when that effort isn’t rewarded by sales.

  • Social Media
  • Advertising
  • Networking

It doesn’t matter what channel you choose. The internet is filled with rules, especially for social media, but it’s all noise because marketing is not a one-size-fits-all concept.

While it’s helpful to see what worked for one business, it doesn’t always mean it will work for yours.

I can’t give you a boilerplate marketing strategy, but I can share three common reasons a marketing campaign fails and how to fix them.

1. You’re Sending the Wrong Message

You could have the perfect solution to your target market’s biggest challenge, but if your message fails to resonate, you will never get their attention. The easiest way to correct your message is to ask your customers, or potential customers, what their problem is and listen to their response.

Pay attention to what they say and how they say it, then mirror it in your messaging.

There is a good chance you’re going to hear a similar complaint from everyone you talk to.

Use that information to create a message that responds to their problem.

  • Use their words to reframe their complaint as a solution
  • Focus on the results they’re looking for instead of features
  • Overcome resistance by using their stories to illustrate how and why your solution will work

Marketing messages are more meaningful when you use the customer’s words to speak to their problem.

2. You’re Casting Too Wide a Net

We say it all the time, but it’s worth repeating. Everyone is not your customer.

You may have a universal product or service that benefits all people, but your message will get lost in the noise if you don’t break it down for specific groups.

Instead of trying to tackle the entire market, focus on a subset of the market.

It’s no different from trying to be heard in a crowded ballroom versus a conference room.

You can have as many subsets as you want, but it’s a lot easier to hone your message and get noticed when you’re appealing to a smaller group.

3. You’re in the Wrong Room

TikTok may be the most popular social media platform, but it is a waste of time if your target market is on LinkedIn.

Figure out where your customers hang out and go there.

Don’t forget that not all audiences are on social media. You should have a presence on at least one social media platform as part of an overall marketing strategy, but your primary messaging should be wherever it is most likely to reach the people who want and need your service. That could be anything from a Facebook to a peer reviewed publication or a country club.

Bonus Tip: Make it Easy and Tell Them What to Do

If you’ve done all these things and still aren’t getting the results you’re looking for, look at your call to action.

People want you to tell them what to do. 

Sign up for our newsletter, buy our course, join us for an event.

Whatever you’re asking for, make it obvious and easy for people to comply.

Marketing is a specialized skill that straddles science and human nature. There are so many changing variables it is impossible for everyone to get it right every time — no matter how much experience or money you have.

If you’re struggling, think about using one of these tips to tweak your strategy. More often than not, all it takes is a minor change to get your campaign aligned with your audience and see results.

Categories: marketing, newsletter, success