Marketing your small business can feel overwhelming — especially if you’re trying to do everything yourself or unsure where to start. However, one of the biggest mistakes small businesses make is skipping the plan altogether. In fact, a recent survey found that nearly half of U.S. small businesses don’t have a solid marketing strategy in place.

Without clear direction, it’s easy to waste time, energy, and money — and miss out on opportunities to connect with the very people who need what you offer.

So let’s break down eight common marketing mistakes small businesses make and how to avoid them.

1. Not Having a Website (or Having One That’s Outdated)

These days, your website is your business card, storefront, and first impression — all rolled into one. Still, many small businesses either skip the website entirely or settle for something outdated, slow, or hard to use. 27% of small businesses still don’t have a website, potentially missing out on significant opportunities.

Your website doesn’t have to be fancy, but it should:

• Load fast
• Work on mobile
• Clearly explain who you are and what you do
• Include calls to action

If you don’t have a site (or hate the one you have), it might be time for a redesign. We can help with that.

2. Ignoring SEO

Search engine optimization (SEO) is what helps people find you online. If your site isn’t optimized for search, you’re missing out on organic traffic — the kind that brings in visitors without paying for ads.

A good SEO strategy includes things like:

• Targeted keywords in your content
• Optimized page titles and meta descriptions
• Fast load speeds
• Local SEO setup (like Google Business Profile)

3. Skipping Social Media or Posting Without Purpose

Your customers are spending time on social media — and your brand should be too. But simply creating accounts isn’t enough. It’s important to have a plan, post with purpose, and engage with your audience in a way that reflects your brand.

Start with 1–2 platforms that make sense for your audience. Consistency matters more than perfection.

4. Not Knowing Your Target Audience

One of the biggest reasons marketing falls flat is because it’s not speaking to the right people. If you try to reach everyone, you’ll connect with no one.

Think about:

• Who your ideal client is
• What they value
• What problems they’re facing
• How your service helps

Knowing this makes every other part of your marketing easier — from your website messaging to your social content.

5. Ignoring Online Reviews

Your online reputation matters more than ever. A few bad reviews — or no reviews at all — can make potential customers hesitate.

You should:

• Ask happy clients to leave reviews
• Monitor your listings
• Respond to feedback (even the tough ones) with professionalism and care

Ignoring reviews sends the message that you’re not paying attention. Managing them well builds trust.

6. Overspending (or Underspending) on Marketing

You don’t need a huge budget to market your business effectively, but you do need to spend intentionally. Many small businesses either pour money into ads that don’t work or hold back so much they never gain traction.

Establish a clear budget—on average, small businesses allocate 8.11% of their total revenue to marketing —and focus on strategies that yield measurable results.

7. Using Outdated Strategies

The digital world moves fast. What worked five years ago might not work now. If you’re still relying on flyers, cold calls, or a basic Facebook page to grow your business — it might be time to modernize.

Online marketing tools, email automation, and social media targeting are affordable and effective — and we can help you get started.

8. Not Tracking Results

You don’t need a marketing degree to measure success. But you do need to look at your numbers.

Track things like:

• Website traffic
• Conversion rates
• Email open and click-through rates
• Social media engagement

When you know what’s working (and what’s not), you can improve your strategy instead of guessing.