The top 5 marketing mistakes small business owners make

Sales and Marketing

The top 5 marketing mistakes small business owners make

One of the best parts of what I do is that I get to meet and work with many amazing small business owners.  I hear about their personal story, why they love what they do, the amazing work they do with their clients and yet they are struggling to get more clients consistently and make decent money in their business. 

They market the way many small business owners do… they have a website, they use social media, they send out emails…but results they desire don’t show.

Here are the top five marketing mistakes I see many small business owners make:

  1. Going for a sale like a one nightstand: You wouldn’t marry someone after one date so why would your clients purchase from you after one ‘date’? People like to buy from other people they know, like and trust and it takes time to create this relationship. Nurture this new relationship and be patient. When the time is right and they have the desire, they will purchase from you.
  2. Not having an enticing offer: The days are gone of simply getting people to subscribe to a free newsletter. People are too busy and protective of their emails so it is essential to use an enticing free offer to gather leads.  It could be a free report, CD, audio download, transcript, checklist or video series. I use a free report on my website which I encourage my clients to model. 
  3. Thinking that sending out one message about your product or services will increase sales: No doubt you are subscribed to multiple newsletters and ‘like’ many pages on Facebook, and remember so are you clients so sending one message isn’t going to break through the information overload we all experience. There is a seven times rule that is your prospects will have to see your message seven times before they will even pay attention, let alone pull out their credit card to purchase from you.
  4. Thinking social media will be your end all: Social media is global, it allows you to build relationships and it’s free. As a result, everyone is online these days and there is a lot of noise. You have to be strategic to break through the clutter and reach the people you really want to reach. Social media works best when used with other marketing strategies to ensure you cover all your bases.
  5. Thinking online marketing will be all you need: I see many small business entrepreneurs gravitate to online businesses relieved to be able to hind behind a computer whilst making millions. But the truth is, you should be doing both online and offline marketing on a regular basis. A solid, consistent and integrated marketing plan is what will get you clients, make money and allow you to live a life you love.

Marika Lewis

at Marketing Mindset Mentor

Business & Lifestyle Mentor

Comments (4)
Wendy Huang

Wendy Huang, Full Time Blogger and YouTuber at A Custom Blog in 4 Minutes

Your first point is quite comical and very true, actually it's even harder to control when you're business isn't doing well and your really need that sale more than ever. Would love to get some tips on how to avoid that in a future article!

Brian Mallyon

Brian Mallyon, Owner at Luckypole Limited

Nice article, Marika. I would like to offer some alternative views about your point 1. From personal experience, and as it relates to marketing, I think relationships are overrated. And I think one night stands are part of the process. The reasons I say that are:- 1. It takes months/years to develop a real relationship. In the superficial world we live in today with so much urgency, certainly in my business world, no one waits that long before they buy. 2. Quite often a real relationship is only confirmed once it has been tested, and can often sink or swim based on whether the test is passed or not. 3. With all the BS you get from people who will say anything to get business, six months of playing nice means nothing unless they can deliver in terms of product or service, which means having done some sales. And in my mind, it is only after all that you can say there is a relationship if everything has gone well. As for me, that customer walks in my door, I do all I can to determine if they are a serious buyer and then do everything I can to get them to buy from me, with the intention that if I do the right thing, the will come back. Let them walk out the door and I am giving my competitors a free shot. So I am more inclined to view a developing relationship as a series of one night stands. How each one goes will determine whether I can light a cigarette at the end, and if there will be a chance for another shot in the future. And if you it is really good, they may bring a friend next time (referral?)

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