7 Deadly Sins of Small Business Marketing


Everybody makes mistakes, but some mistakes are worse than others. Some mistakes are almost deadly—to your marketing, at least.

The following seven mistakes are dire enough to make your marketing fail. But the good news is once you know how to spot them and avoid them, your marketing has a dramatically better chance of success.

So keep reading, apply what you learn here, and carry on. You’ve got a business to promote!


1. You’re underfunding your marketing

It is possible to do some marketing for free, but you’ll almost always pay in time, even if you don’t pay in money.

So how much money is enough? The Small Business Administration advises that “small businesses with revenues less than $5 million should allocate 7 to 8% of their revenues to marketing,” but not nearly enough businesses are meeting that goal. In fact, 71% of small businesses are investing less than 7% in their marketing, according to our latest research. Forty-two percent of them—nearly half—invest 3% or less, including some who make no investment at all.

We all know the old adage, “It takes money to make money.” This is especially true for marketing.

So if you’re underfunding your marketing, don’t be surprised if it’s not working. Despite some talk about guerilla marketing or the very rare people who can make marketing work with slim to no resources, most of us have to treat it like everything else in our business: We have to fund it properly.


2. You’re trying to do it all yourself

Here’s an interesting stat: 54% of small businesses outsource graphic design and website design, but only 14%  outsource marketing, public relations, and advertising.

It’s fine to do things in-house, of course. But if you pair this lack of outsourcing with the lack of funding for marketing as mentioned in the last point, it compounds a serious problem: Marketing doesn’t get enough attention.



The good news is you can outsource many simple marketing functions safely. For example, you could hire a virtual assistant to set up an email newsletter and send it out every week. Most VA’s are also good writers, so they can write some content for your newsletter, your website, and your social media accounts, too. Many VA’s are also good at paid search engine marketing, simple search engine optimization, and Facebook advertising.

A little strategic outsourcing might be an excellent way to finally get some marketing work done.


3. You haven’t learned the basics of modern marketing

While I encourage you to outsource as much of your marketing work as is feasible, I also want you to be a smart buyer—and to be a smart buyer, you need to know what you’re buying.

You don’t have to be an expert (that’s what we hire people for), but if you’re clueless about marketing, you’re less likely to hire the right expert. To use a metaphor, if you know utterly nothing about cars, you’re more likely to buy a lemon.

Fortunately, the solution to this is pretty easy: Get educated. And there are plenty of marketing education resources available. Start with best-selling books, then work down to reading the top one to two sites in each major marketing category.


4. You aren’t balancing consistency and variety enough

I see a lot of small business owners go from one extreme to another on this issue. Either they try every single marketing tactic that comes along, or they try too few tactics (like less than five), try them very briefly, and then give up.

You need to find a middle ground here; you simply cannot do every marketing tactic that’s out there. But at the same time, marketing is evolving rapidly, and you do need to test new things now and then.



This is why I like the approach Coca-Cola takes with its content: 70% is “low risk, not overly time consuming, and . . . pays the bills;” 20% is “new, innovative, and deeply engaging with specific audiences;” and 10% is “high-risk, high-reward.” While this 70/20/10 model applies to Coca-Cola’s content, it works for small business marketing, too.

So how do you apply this approach to your marketing? Start by picking two to three marketing tactics that consistently work for you. For example:


  • Having a great website
  • Sending weekly email newsletters
  • Investing in about 10 hours of social media marketing per week

These are your low-risk, “pay-the-bills” marketing bread and butter. Put 70% of your time and money into these projects.

Use the remaining 30% on more experimental things: 20% should go toward things that are a stretch, but a pretty safe stretch (e.g., getting a mobile app made for your business or creating a video series); the remaining 10% should go toward something really experimental (e.g., creating a chat bot for your business, launching a simple loyalty program, or partnering with a complementary, but not competitive, business).

An approach like this keeps your marketing profitable, but not inflexible. Things change, as you know, and so it’s smart to have a repertoire of effective marketing tactics.


5. You aren’t doing any marketing at all

The single biggest way to fail at marketing is to not try at all. Not too surprising, right? But incredibly, many small businesses are making this mistake. They aren’t doing any marketing: No digital marketing. No print marketing. No loyalty program. No direct mail. No . . . you name it.

Now, I know many owners would tell me that marketing doesn’t work for them. But clearly, they aren’t trying very hard. And marketing doesn’t have to be hard, either. You could start by simply making your business easy to find. Just having a presence on Google My Business and Yelp are ways to get started.

We’ll talk about your website next.


6. Get a website

It’s hard to believe people like me are still saying this in 2018, but unfortunately, it still needs to be said: Nearly half of all small businesses still don’t have a website. In our own WASP “State of Small Business Report,” we found that 44% of small business owners still don’t have one for their business.

Your website doesn’t have to be a complicated, expensive thing. Even a one-page website with your hours, location/s, major products and services is a great start. Add in a section about your employees and your hiring needs if you want, or get even “fancier” and have a contact page.



And if you already have a website, take a look at the following graphic to see how your existing site compares:



7. Separate your business and personal social media accounts

Most small businesses are already doing social. That’s great, but they are also making a dangerous mistake; they aren’t separating their personal and business accounts.

Our survey of small business owners found that 37% of small businesses use designated business social media accounts to reach their audience. That’s great for them, but it means that 63%—nearly two thirds—don’t have a designated business account.

Think of this as just good housekeeping, if you want, but it’s important to separate business and personal on social media. Your customers don’t need to see your comments about a friend’s new baby, and they certainly don’t need to know your reactions to politics. It’s just too easy to fire off a Facebook post, or like a tweet without thinking things through. And it’s Murphy’s Law that just one dumb post could get you far more attention than you ever imagined.

So don’t risk alienating your customers. Create a business account for every social platform you’re active on. It’ll also make selling your business much easier, too.


Source: AllBusiness
SHARE
    Blogger Comment
    Facebook Comment

108 comments:

  1. Your post is very helpful to get some effective tips to reduce weight properly. You have shared various nice photos of the same. I would like to thank you for sharing these tips. Surely I will try this at home. Keep updating more simple tips like this. digital marketing course

    ReplyDelete
  2. You've completed in excellent work. t suggest to my frtends ind personilly wtll certitnly dtgtt. t'm conftdent they'll be gitned from thts webstte. rank rebels

    ReplyDelete
  3. I can see that you are an expert at your field! I am launching a website soon, and your information will be very useful for me.. Thanks for all your help and wishing you all the success in your business. Content marketing tips for small businesses

    ReplyDelete
  4. Really I enjoy your site with effective and useful information. It is included very nice post with a lot of our resources.thanks for share. i enjoy this post. Agencia de marketing en Cancun

    ReplyDelete
  5. Notwithstanding, one weakness is that individuals begun to wind up one of the, and would even peruse the promoting data publicizing or know (even individuals in the security list), and erase without opening them. The HR BIZ

    ReplyDelete
  6. Website admins are ensured to stay aggressive in the online business in the event that they stay with SEO specialists. They will have all they have to guarantee business achievement.http://cardiff.stepchange.agency/

    ReplyDelete
  7. Traditional advertising, newspapers and paper directories, such as Yellow Pages, are increasingly less effective for businesses. Whilst a few years ago people would go to a computer to search for a product or service, nowadays people are connected to the internet all day, every day and "live online".Birmingham SEO Expert

    ReplyDelete
  8. BuzzFeed supported posts are a genuine precedent, yet numerous individuals likewise consider web-based social networking publicizing to be 'local' - for instance, Facebook and Instagram promoting.Westchester Website Company

    ReplyDelete
  9. The one point I relate with strongly is that small businesses don’t outsource marketing. They are always skeptical of hiring external services. My business can also be considered a small one, but I have hired two agencies – one for social media advertising and one for business texting service. Hiring them has been a profitable investment for me.

    ReplyDelete
  10. Persons appreciate shopping for amazing, appealing, fascinating and from time to time attractive aromas for them selves and pertaining to others. This can be executed conveniently along with inexpensively in an on-line perfume shop. seo my business

    ReplyDelete
  11. You can get heaps of partners advancing your items either on sites, by means of email showcasing, with the goal that's free advertising for you. You possibly pay them when they make a deal. make money online

    ReplyDelete
  12. I needed to thank you for this phenomenal read!! I unquestionably adored each and every piece of it. I have you bookmarked your site to look at the new stuff you post. small business seo services

    ReplyDelete
  13. Your post has those facts which are not accessible from anywhere else. It’s my humble request to u please keep writing such remarkable articles website seo services

    ReplyDelete
  14. With items like URL landing pages, QR codes, web banner advertising, online directories and text codes, traditional marketing and advertising almost always has a digital marketing connection.Digital Marketing Company in Singapore

    ReplyDelete
  15. Grants and money related help can be of tremendous assistance to the individuals who are wanting to begin their very own business. New USA Grants

    ReplyDelete
  16. This comment has been removed by the author.

    ReplyDelete
  17. I really like looking through and I think this website got some really useful stuff on it! . Video

    ReplyDelete
  18. One of the major reason witnessed behind this scenario is the gap that exists between marketing team and their on-ground experience of real estate. Best affiliate programs for beginners in 2020

    ReplyDelete
  19. I truly like glancing through and I think this site got some extremely helpful stuff on it! digital marketing.

    ReplyDelete
  20. Nice post! This is a very nice blog that I will definitively come back to more times this year! Thanks for informative post.
    Digital marketing agecny
    Digital marketing agecny
    Digital marketing agecny
    Digital marketing agecny
    Digital marketing agecny

    ReplyDelete
  21. "Principles of Alchemy" is non-accredited. Regardless of official recognition, tests can be a very useful part of a course when used correctly - with lots of feedback that turns the exam into a learning experience. 360DigiTMG data science course in hyderabad

    ReplyDelete
  22. I like this website its a master peace ! Glad I noticed this on google . small business web design

    ReplyDelete
  23. hey there and thank you for your info – I’ve certainly picked up something new from right here. I did however expertise several technical points using this web site, since I experienced to reload the site many times previous to I could get it to load correctly. I had been wondering if your web hosting is OK? Not that I’m complaining, but sluggish loading instances times will sometimes affect your placement in google and can damage your high-quality score if advertising and marketing with Adwords. Anyway I am adding this RSS to my email and could look out for a lot more of your respective fascinating content. Make sure you update this again very soon.. Glo Carts

    =====
    some energy bars are just too sweet for my own taste. is there a sugar free energy bar?., 토토사이트

    ReplyDelete
  24. hi, good day. i was just reading about this on our local website ‘ 메이저놀이터

    ReplyDelete
  25. I conceive this site has some rattling excellent information for everyone : D. buy links

    ReplyDelete
  26. I certainly did not realize that. Learnt something new right now! Thanks for that. 올인구조대



    -------------------------------


    It hard to find knowledgeable individuals on this matter, however you sound like you understand what you are talking about! Thanks 파워볼게임

    ReplyDelete
  27. Have you ever thought about publishing an ebook or guest authoring on other websites? I have a blog based upon on the same information you discuss and would really like to have you share some stories/information. I know my audience would value your work. If you are even remotely interested, feel free to send me an email. 먹튀폴리스

    ReplyDelete
  28. You have shared information about business marketing, which is good for the persons which are doing small business and outsourcing is also a part of business marketing. So, For best Outsourced Marketing Services in Australia you can go at Ascension6.

    ReplyDelete
  29. Icretivez.pk is a digital marketing agency in Pakistan that has performed with the same drive to help your business shine on search rankings. Seo services in Karachi

    ReplyDelete
  30. This is because so many people find themselves spending a great deal of their free time online social media websites. It simply is not something that you want to pass up on. meine Bewertung hier

    ReplyDelete
  31. A few administrations flexibly the required framework to keep up and gracefully continuous information arrangements just as the information required for an association.
    Website Scraper and Email Extractor

    ReplyDelete
  32. Thanks again for the blog. Really looking forward to read more. Really Great.top ranked natural toothpaste brands

    ReplyDelete
  33. 훌륭한 정보! 나는 최근에 귀하의 블로그를 발견하고 함께 읽고 있습니다. 토토안전업체

    ReplyDelete
  34. 나는이 포스트에 감사 할 어떤 말도하지 않았다 ..... 정말 나는이 포스트에 감명을 받았다 ....이 포스트를 만든 사람은 훌륭한 인간이었다 .. 이것을 공유 해주셔서 감사합니다. 토토사이트

    ReplyDelete
  35. This is a fabulous post I seen by virtue of offer it. It is genuinely what I expected to see look for in future you will continue subsequent to sharing such an extraordinary post dental implants tijuana

    ReplyDelete
  36. Eagle Technical service is a high profile painting service provider company all over the United Arab Emirates. Our team has been working in Apartment painting service dubai and Dubai Apartment painting services for the last five years. They can provide you the best apartment painting services with the best skilled.

    ReplyDelete
  37. I’m truly enjoying the design and layout of your site. It’s a very easy on the eyes which makes it much more pleasant for me to come here and visit more often. Did you hire out a developer to create your theme? Fantastic work! boston marketing agency

    ReplyDelete
  38. Promptly this kind of extraordinary internet site must unquestionably become identified inside of every one of the web site a lot of people, as a result of meticulous posts or perhaps critiques or perhaps comments. Off Page Seo

    ReplyDelete
  39. Getting into a business association has its advantages. It permits all supporters of offer the stakes in the business. Contingent upon the danger hungers of accomplices, a business can have a general or restricted obligation association.Get More Info

    ReplyDelete
  40. You can completely depend on us forOLED TV repair Dubaiservice. We TVrepair.ae is the customer-centric company that offers competitive price packages. We offer the throughout Dubai with best technician who are able to perform well.

    ReplyDelete
  41. We are the best tile installation company in Dubai, we have a team of skilled professional who will install tiles perfectly into your
    house, so don’t worry about the quality of work. Our company has years of experience in this renovation field. Tiling works Dubai

    ReplyDelete
  42. If you looking for a authrozed Philips service center chennai check this article. I have compiled a list of all philips service center in chennai with address, phone number and important details.

    ReplyDelete
  43. Thank you! Glad to hear this news and can't wait to try the service. 먹튀검증

    ReplyDelete
  44. Im no master, however I trust you simply made a brilliant point. You absolutely completely comprehend what youre talking about, and I can genuinely get behind that. 안전놀이터추천

    ReplyDelete
  45. Seriously this valuable help is incredible it really helped me and even my children, thanks! 먹튀폴리스

    ReplyDelete
  46. I must say, I thought this was a pretty interesting read when it comes to this topic. Liked the material.  먹튀검증커뮤니티

    ReplyDelete
  47. Hey what a splendid post I have run over and trust me I have been looking out for this comparative sort of post for recent week and barely ran over this. Much thanks and will search for more postings from you. 토토사이트

    ReplyDelete
  48. I have a hard time describing my thoughts on content, but I really felt I should here. Your article is really great. I like the way you wrote this information  안전놀이터

    ReplyDelete
  49. This is exceptionally instructive substance and composed well for a change. It's pleasant to see that a few individuals still see how to compose a quality post! 안전놀이터

    ReplyDelete
  50. I know your skill on this. I must say we ought to have an online exchange on this. Composing just remarks will close the exchange straight away! Also, will confine the advantages from this data. 안전놀이터

    ReplyDelete
  51. I really appreciate this wonderful post that you have provided for us. I assure this would be beneficial for most of the people. 메이저사이트

    ReplyDelete
  52. These are some incredible apparatuses that i unquestionably use for SEO work. This is an awesome rundown to use later on.. 토토사이트

    ReplyDelete
  53. Well, for one, it protects the small business just in case there is lawsuit for property damages or personal injuries. Small Business Insurance Articles

    ReplyDelete
  54. If you live in a Dubai larger city, then must you need Handyman services Dubai that do quality work and deliver optimum service in your home? Save Your Home have many employees handyman who can make the job easier than starting a lot of stress. You can deal with our Handyman Dubai and get stressed out in each and every kind of work

    ReplyDelete
  55. Weight loss is the toughest thing people try to do to get fit and healthy. There are many things needed to be taken seriously if you want to lose weight. Cut the sugary food and eat greens and fruits as much as you can. Moreover, there are many diet supplements available online. Many doctors also prescribe some products to use.

    ReplyDelete
  56. Homemaintenancedubai has the licensed electrician of Electric switch repairing dubai who has years of study, certified training, and profession in this fielded. So you can be assured that they are well trained and knowledgeable and they can give you suitable advice in emergency situations.

    ReplyDelete
  57. small businesses There are many tactical methods for generating good business opportunity leads online, but it really depends on what type of business you want to build.

    ReplyDelete
  58. Hi! I’ve been following your blog for a long time now and finally
    got the bravery to go ahead! Just wanted to mention that keep up the good job!
    interior fit out companies in dubai
    contracting companies in dubai

    ReplyDelete
  59. What’s up, yeah this post is actually pleasant and I have learned a lot of things from it concerning blogging. thanks.
    swimming pool approval
    food control department dubai

    ReplyDelete
  60. I really loved what you had to say, and more than that, how you presented it. Too cool!
    dmt approval | adm approval

    ReplyDelete
  61. Your means of telling all in this post is actually nice, everyone is able to without difficulty understand it, Thanks a lot.
    construction consultant companies in uae
    abu dhabi civil defence

    ReplyDelete
  62. This blog helps me a lot.Please make time to read, this may help you. 사설토토

    ReplyDelete
  63. Plenty of helpful info here. I’m sending it to several pals ans also sharing in delicious. And certainly, thanks to your sweat 토토사이트

    ReplyDelete
  64. I look forward to your kind cooperation. 안전놀이터 I look forward to working with you.

    ReplyDelete
  65. I'll come often. Great work! 먹튀검증업체 that will help me grow

    ReplyDelete
  66. You obviously know what youre talking about Thank you for sharing your thoughts. I really appreciate your 토토커뮤니티

    ReplyDelete
  67. want to leave a little comment to support and wish you the best of luck.
    we wish you the best of luck in all your blogging enedevors.유흥사이트

    ReplyDelete
  68. Thanks for sharing out this content it are really fastidious.풀싸롱

    ReplyDelete
  69. I am unable to read articles online very often, but I’m glad I did today. This is very well written and your points are well-expressed. Please, don’t ever stop writing부산달리기

    ReplyDelete
  70. Indeed, even a small special spending plan isn't legitimate in case there is no component to ascertain its profit from speculation. It is more significant in the event of small businesses. masterbatch manufacturers

    ReplyDelete
  71. Your post has really helped me a lot It's great to have a place like this. 먹튀보증업체

    ReplyDelete
  72. We are linking to this great post on our website 안전카지노 this web site is genuinely nice and the people are

    ReplyDelete
  73. bookmarked your website, the articles are path superior to anything other comparable sites greatest websites on the net. I wil 스포츠사이트

    ReplyDelete
  74. i appreciate you and hopping for some more informative posts something like this befo 안전공원 So good to discover another

    ReplyDelete
  75. Spot on with this write-up, I seriously feel and wondering how you managed this blog so well. It’s so remarkable thato through this 토토사이트

    ReplyDelete
  76. Hi,

    Here is our new websites in market https://technologywolf.net/ DA 59 I will accept exchange and only paid guest post here cost is just $5 per article If anyone interested then please contact me: technologywolfnet326@gmail.com

    Thank you.

    ReplyDelete
  77. URLhttps://forbeshints.com/ DA 64
    Keywordforbeshints
      is very interesting site you can see daily updates articles about all categories one more thing you can publish your article with do-follow links by yourself. for more info contact-us 

    ReplyDelete
  78. Our company is a well known Electrical maintenance company dubai and specialized in electronics. So, if you are looking for someone to maintain Electrical Appliances or something else then your worries are over. We will give the services like Electrical Services Dubai with the certified Electrical Services Dubai. Our electrical contractor will construct the work related to the design, installation, and maintenance of electrical items. So, if you are interested to take our services then contact Green Astro Pools & Landscape L.L.C or visit our website for more information.

    ReplyDelete
  79. i love reading this article so beautiful!!great job! seo for small business

    ReplyDelete
  80. I can see that you are an expert at your field! I am launching a website soon, and your information will be very useful for me.. Thanks for all your help and wishing you all the success in your business. small business seo

    ReplyDelete
  81. It is truly a well-researched content and excellent wording. I got so engaged in this material that I couldn’t wait reading. I am impressed with your work and skill. Thanks. affordable seo services for business

    ReplyDelete
  82. Thanks for picking out the time to discuss this, I feel great about it and love studying more on this topic. It is extremely helpful for me. Thanks for such a valuable help again. seo business packages

    ReplyDelete
  83. Thanks for the detailed article on this topic. I would like to see more such awesome articles from you.

    ReplyDelete
  84. i like the role of Anthony Hopkins in the movie Silence of The Lambs. this guy is simply amazing., marketing manager profession research

    ReplyDelete
  85. Thanks for sharing this very nice post. Really good post and informative.
    Best Data Science Courses at Hyderabad

    ReplyDelete
  86. Nice post! This is a very nice blog that I will definitively come back to more times this year! Thanks for informative post.
    data scientist course in malaysia

    ReplyDelete
  87. Thanks for this it will help a lot to start a business career in Artificial Neural Network.

    ReplyDelete
  88. to that end it is crucial for look for proficient assistance. In IBG Consulting, we guide you dependent on knowing the legal actions and business organizing in Dubai. https://www.opiniones-empresas.com

    ReplyDelete
  89. stainless kitchen sinks serves me better and they are stain resistant too.. custom wordpress website design

    ReplyDelete
  90. This component gives the light wherein we can watch the truth. I love to perusing an article that can cause someone to accept. Much appreciated for sharing a bit of awesome data which I am searching for a more extended timeframe.
    f95zone

    ReplyDelete
  91. Just admiring your work and wondering how you managed this blog so well. It’s so remarkable that I can't afford to not go through this valuable information whenever I surf the internet! find more

    ReplyDelete
  92. Characterize your Target Audience
    The above all else significant part that small businesses should zero in on is to characterize their main interest group. This helps small businesses to gadget their online media methodology in like manner. FinanceHunt HSBC UK

    ReplyDelete
  93. Relating to a short time ago begun a good webpage, the info everyone deliver on this website has got improved my family dramatically. Kudos meant for your whole point in time & job. Payment Processing Affiliate Program

    ReplyDelete
  94. Turning Leads into Conversions. Once you have leads coming into your site, you want to have a sales funnel structure that constantly pulls customers further towards making a purchase/signing up/downloading/etc. Modern Millionaires

    ReplyDelete
  95. I really like your writing style, great information, thankyou for posting. wordpress appointment booking plugin

    ReplyDelete
  96. I real glad to find this website on bing, just what I was looking for : D too saved to favorites . monthly SEO Services

    ReplyDelete
  97. laptop repair dubai


    In fact, 71% of small businesses are investing less than 7% in their marketing, according to our latest research.

    Millennium Plaza Hotel Tower, Office: 1504, Sheikh Zayed Road, Dubai, United Arab Emirates.
    Contact number - 045864033
    For help Free Pickup & Delivery

    ReplyDelete
  98. Site URLhttps://varistynews.com/

    Commentvaristy News: Latest and Breaking News on varisty.Check out for the latest news on varisty along with varisty live news at varistynews  is a very interesting site you can see daily updates articles about all categories one more thing you can publish your article with do-follow links by yourself. for more info contact-us 

    ReplyDelete
  99. This comment has been removed by the author.

    ReplyDelete
  100. I think I have never seen such blogs ever before that has complete things with all details which I want. So kindly update this ever for us.
    full stack developer course with placement

    ReplyDelete
  101. Whether for content showcasing, site advancement, business marking, or website streamlining, the advantages in writing for a blog offer an abundance of chances.
    lakeland concrete contractors

    ReplyDelete
  102. Hi. your blog is full of comments and it is very active,     jasa backlink

    ReplyDelete
  103. Excellent Content. I enjoy how you present. Continue to impart more information. fm whatsapp apk download

    ReplyDelete
  104. Regularly when a business thought emerges, you understand what assets and capacities you have toward the beginning of your business and where you need to go in a specific period, for the most part in 3 or 5 years.
    check out

    ReplyDelete
  105. Hi there! I just wish to give a large thumbs up for your wonderful data creative agency jakarta

    ReplyDelete