Running a small business is no walk in the park—it’s more like juggling flaming torches while riding a unicycle! Getting everything up and running takes grit, and keeping it all smooth is a never-ending game of balancing customer service, product development, operations, and (of course) marketing.
We get it—marketing can feel like that one spinning plate you just can’t keep steady. So, to make your life a little easier, we’ve rounded up some common marketing missteps small business founders make. Whether you’re just starting out or looking to tweak things, these tips will help you steer clear of trouble!
1. Ignore Branding
Too often, founders get stuck in the “brand can wait” trap, thinking they’ll focus on it once the product takes off. How often have you told people, “We’re just testing the product”? Sure, proof of concept is important to prove it’s not another wild start-up idea, but don’t sleep on branding! You might think surely a customer doesn’t care if my brand has a minimalistic new age logo more than the price, but you would be surprised to know the impact branding can have on influencing & attracting the customer.
If you’re unsure where to start, don’t stress—we’ve got a simple Branding Checklist just for you, at the end of the article!
2. Doing Too Little
Putting yourself out there as a brand can be really intimidating. Overthinking how many followers you’ll get, which platform to focus on, or even just how to set up an Instagram page? We get it—sometimes it feels like you need a crash course in Gen Z-level social media skills. But don’t let that hold you back! The first step to marketing your brand online is simply showing up. Think of an Instagram page or website as your digital storefront. A LinkedIn page? That’s your networking goldmine. And YouTube? Perfect for showing off the value of your product or service. So, take a deep breath and dive in—you’ll be amazed at how quickly you’ll get the hang of it!
3. Doing Too Much
Being online is a must, but trying to be everywhere at once? That’s a recipe for burnout (and messy marketing). Juggling too many platforms often means inconsistent posts and a lost connection with your audience—not to mention added stress on your already full plate. Here’s a hack: go where your audience hangs out. Once you’ve nailed down who your target customers are, figure out their favorite digital hangouts. For instance, if you’re selling handmade soap, wowing the LinkedIn crowd might not be worth your time. By focusing on the right platforms, you’ll save energy and make a bigger splash with your audience. Work smarter, not harder
4.Lack of Automation
Many small businesses struggle with the sheer volume of tasks to cover while being present on digital platforms. Content creation, editing, posting…. The list goes one. Trying to manually cover all these tasks becomes very time consuming and creates room for errors. Good news: automation can save the day! Here are a few ways to make life easier:
- Notion: Keep your team on track by assigning tasks and holding everyone accountable.
- Hootsuite: Automate your social media posts and stay on top of your content calendar like a pro.
- ChatGPT: Need content ideas, outlines, or snazzy copy? Let AI lend a hand!
- Mailchimp: Simplify your email game by automating newsletters, updates, and event invites.
5. Doing it Alone
This by far is the worst one of all. Thinking that we could do it all ourselves. Having a team is the most important aspect of being a successful business. Teamwork makes the dream work! Handing off tasks to a team member not only lightens your load but also brings fresh eyes to the table—because two heads are better than one. Delegating frees you up to focus on the big picture marketing moves that can take your business to the next level. So, go ahead, pass the baton, and watch your ideas (and your business) thrive!
6. Going by the Book
While following blogs and watching your favorite business influencer can be very insightful, they are unfortunately missing an important factor – YOU. What makes your brand stand out the most is your input into it as a founder. That’s something no one can take away from you. So, use it to your advantage – ensure you take time to craft your brand the way you like, and test things based on intuition. Marketing is not an exact science, it relies heavily on connection and emotions, so make sure you are using all the content you consume only as a guideline and not your Bible. Your brand deserves its own unique approach, so go ahead and build it the way you want!
Running marketing tasks can be overwhelming and it is not always easy to find the blind spots. But hey, don’t sweat it! The best advice? Cut yourself some slack. Building and marketing your brand should feel like crafting your masterpiece, not a chaotic chore. So, take a deep breath, have fun with it, and embrace the journey—you’ve got this! ✨
With these biases set aside, you’re now well-equipped to craft strong, unique, and successful marketing strategies. If you’d like additional guidance or insights to enhance your approach, don’t hesitate to reach out—we’re here to help!
Here’s the branding checklist you’re looking for!
Branding Checklist
- Establish Brand Positioning – Vision, Mission & Brand Values
- Create a Mood Board – Curate design inspiration
- Brand Guideline – Logo, Typography, Colour Palette, Voice, Tone, Personality
- Visual Identity- Illustrations & Graphic Elements
- Brand Stationary – Email, Visiting Card, Diaries, etc.
- Establish Owned Channels – Website, Social Media Pages
- Branded Templates – Social Media, PPT, Brochures, etc.
