5 Common Marketing Mistakes Small Businesses Make (and How to Fix Them)

Running a small biz is a wild ride. One minute you’re on top of the world, the next you’re stuck wondering if posting another “Happy Friday” Instagram story is really the best use of your time. (Spoiler: it’s not.)

The truth? Most marketing mishaps aren’t fatal…they’re fixable. And once you know what they are, you can stop wasting time on fluff and start doing the stuff that actually moves the needle.

Here are five mistakes we see small businesses make all the time, and how to flip them on their head.

1. No strategy (aka spaghetti marketing)

The mistake: Posting random Reels, boosting posts just because Facebook told you to, copying your competitor’s vibe.
Why it sucks: You’re busy but not effective, running in circles without ever building momentum.

The fix: Slow down, zoom out, and map a simple plan. What do you actually want? More leads? More sales? More foot traffic? Choose 3–4 channels, stick to them, and let your strategy call the shots (not your 11 pm panic-scroll).

2. Beige brand voice (Insert yawn)

The mistake: You sound like every other business in your industry.
Why it sucks: If your captions could belong to 10 different brands, your customers won’t remember you tomorrow.

The fix: Find your voice, whether it’s playful, bold, sassy, nurturing, whatever feels true. Then use it everywhere. A strong brand voice is like your super power. Once people recognise it, they’ll never confuse you with someone else.

3. Treating email like it’s optional

The mistake: Putting all your efforts into Instagram or TikTok.
Why it sucks: Social media is a rented house. Algorithms change, trends die, accounts get hacked. One crash and you’re locked out.

The fix: Own your audience. Start that email list yesterday. Even a scrappy little fortnightly email can become your best sales channel (and the one thing no algorithm can mess with).

4. Flying blind with no data

The mistake: Posting and praying.
Why it sucks: You could be pouring hours into things that do nothing for your sales while ignoring the gold right under your nose.

The fix: Data doesn’t have to be scary. Open your Insights. Peek at Google Analytics. Check which posts, ads, or emails actually convert. Then double down on what’s working and stop wasting time on what’s not.

5. Trying to be the whole damn marketing department

The mistake: CEO by day, copywriter by night, part-time TikTok creator always.
Why it sucks: Burnout city. Inconsistent marketing. Growth plateau.

The fix: Outsource smart. Whether it’s hiring a freelancer or teaming up with an agency, the right support will free you up to focus on your actual zone of genius. (Because let’s be honest, you didn’t start your business to spend Sundays stressing over the best time to post.)

The wrap-up

Marketing doesn’t have to feel like a treadmill you can’t get off. Fix these five mistakes and you’ll already be miles ahead of most small businesses.

And if you’re ready to skip the trial-and-error stage?