Avoid These 6 Common Small Business Marketing Mistakes

Bigger isn’t always better. A one-time full page ad may be effective for a special event, however do not overlook the importance of frequency when purchasing newspaper or magazine ads. Generally, placing a quarter page ad every week (or month) will yield a higher return on your investment. Remember customers must see your ad 4 or 5 times to recall your message.

Do not try to market like a mega brand. It takes a great product, outstanding service, millions of dollars, and lots of luck to become a mega brand—where simply mentioning your name creates a specific image of quality. The average company must constantly state their unique selling point over and over again. Be sure all of your advertising and marketing materials sell the benefit of your product or service and always have a special offer.

Not having a clear and consistent marketing message. It easy to think the most brilliant, creative, humorous advertisement will bring in the most business. Be careful the message does not get lost in its delivery. Clients and customers must be able to understand your service or product quickly—and see the benefit in how it helps them. Choose your benefits carefully and stick to them.

Not marketing to a defined group. Define your perfect customers (target audience), then strategically advertise and market to only them. Trying to be all things to all people is setting your business up for failure.

Build it (a website) and they will come. Online marketing, like any other media, needs to be executed properly to be successful. Often business owners spend thousands of dollars on robust site without plans, or a budget to drive traffic to it. Millions of business compete for ranking on search engines, such as Google and Yahoo. Make sure your site is search engine optimized, at least by keyword content and have a plan to drive traffic to it. Sales letters, billboards, radio, direct mail all work well with online media.

Failure to measure. You must test and measure your marketing efforts. This can be a simple as keeping a log by the phone and asking customers “How did you hear about us?” Consider adding an additional phone line that is used specifically for your advertising. You might offer a discount if customers mention the ad.

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