Marketing is a staple part of running any business. Concept and execution can only contribute so much to a business' success. Without a proper marketing strategy, any business would disappear into obscurity. Small businesses can especially have it rough. Coming up with marketing strategies on a limited budget isn't easy. Here are five marketing pitfalls to avoid if you're running a small business.
Ignoring the mobile market
Phones are getting better every year. More and more people use their phones as their primary means of browsing the internet. Small businesses make the mistake of never optimizing their website for mobile browsers. Making sure that look your site looks good and functions well on a small screen is only the first step. Don't ignore up-and-coming trends like mobile apps and mobile payment services. Make sure that your site's mobile version is just as optimized as its desktop counterpart. Guarantee that navigation is a breeze and that users can access necessary functions without too much trouble.
Focusing on too many social media channels
Social media is more or less an even playing ground for small and big businesses. Every brand, big or small, is required to have a presence on social media. Facebook, Twitter, Pinterest, and Instagram, are all powerful tools that every small business should take advantage of. But some companies make the mistake of spreading themselves too thin. They try to establish a presence on every platform they can think of, regardless of whether or not that platform is ideal for their brand. As a small business owner, find out which platforms can best accommodate what your brand is all about. Find out which platforms your audience spends the most time on, then focus your social media marketing efforts on said platforms.
Being afraid to spend money
The harsh truth is that you will need to spend money to make money. Risks are an everyday part of running a brand. Marketing is one aspect of your business on which you shouldn't be afraid of spending money. It doesn't matter how well of a writer or marketer you are, you will still need to spend money on things like ads. This part of running a business is understandably stressful. You'll need to research where to start, how much things might cost, and what kind of ads will give your brand the best results. Do your research and accept the truth that marketing requires money.
Blog posts are just advertisements
If you're going to blog, don't just blog about your business all the time. While blogging is a great way to build rapport with your audience, remember not to make your posts overly promotional. While your readers might enjoy reading up on what your brand is currently up to, your blog shouldn't only contain things about your brand or product. More importantly, you should be sharing your expertise with your audience. Give them a reason to follow your blog aside from the products you're promoting there. Help your readers with their problems. Sharing expertise is a great way to get people to respect your authority on a particular subject.
Forgoing content marketing
Many entrepreneurs make the mistake of assuming that content marketing only works for certain types of businesses. The truth, however, is that content marketing is one of the most flexible marketing approaches out there. Whether you're hosting a blog or creating a video series, content marketing is a reliable way of getting people to pay attention to your brand. Simply put, blogging is a great way to get people to visit your site.
Marketing a small business isn't easy. Chances are you won't have the same marketing budget as more prominent, more established brands. Avoid the following marketing mistakes to help your business grow.