Your marketing strategy is the backbone of your sales funnel. In order to make a sale, you have to be known and trusted.

Sure, you’ll have someone who discovers you and right away decides to purchase. But the customers that come back time and time again are the ones that know you and buy into your product.

We’re breaking down the common marketing mistakes we see small businesses make AND how to fix them.

For some background, C has specialized in marketing for non-profits, corporations, and small businesses for 8+ years. So, pay attention! We’ve got great tips here to improve your marketing strategy!

Not Targeting Your Ideal Customer

One of the most significant missteps in creating a marketing plan is failing to define and understand your target customer.

It's crucial to know who your customers are, what they need, and what motivates their purchasing decisions. Without a clear understanding of their demographics, psychographics, and pain points, you may see high engagement with low sales or low engagement and no sales.

Take the time to conduct thorough market research. Engage with your target customers through surveys, social media interactions, and post-purchase feedback.

Create buyer personas that represent your ideal customers. Tailor your marketing messages, visuals, and strategies to resonate with these personas, showing that you truly understand and address their needs.

Speaking of your target customer, we have a free target customer profile sheet here.

Inconsistent Branding

Inconsistency in branding can confuse potential customers and dilute your brand's identity.

Your brand is more than just a logo; it encompasses your visual elements, tone of voice, and values. If your marketing materials look and feel disconnected, it becomes challenging for customers to recognize and remember your brand.

We help create identities you can feel confident carrying out, work with us here.

Develop comprehensive brand guidelines that outline your brand's visual elements, including colors, fonts, logos, and imagery. Ensure that all your marketing materials, whether online or offline, adhere to these guidelines. Consistency builds brand recognition and fosters trust with your audience.

Ignoring Social Media

In today's digital age, social media is a powerhouse for marketing.

Yet, many small business owners underestimate its potential or fail to utilize it effectively. Social media platforms provide a direct line of communication to your audience and allow you to showcase your products and brand personality in creative ways.

✓ Choose the social media platforms that align with your target audience's preferences.

✓ Create a content calendar that balances promotional posts with engaging, valuable content.

✓ Utilize visual storytelling to showcase your products in real-life scenarios, and engage with your audience by responding to comments and messages promptly.

Neglecting Analytics and Adaptation

A grave mistake in marketing is assuming that once you've crafted your strategy, the work is done.

Successful marketing requires constant monitoring, analysis, and adaptation. Neglecting to track your marketing efforts' performance can lead to missed opportunities and wasted resources.

Set up analytic tools to measure the effectiveness of your marketing campaigns. Monitor key performance indicators (KPIs) such as conversion rates, social media engagement, and sales. Use the insights gained to refine your strategies.

Be willing to revisit and change up your strategy if certain approaches aren't getting you the results your business needs to thrive!

Now, we get it! This can be super overwhelming.

One of our most favorite tips for small business owners when tackling a marketing strategy is to start with a once a week approach.

Once a week create a new piece of content and post or schedule it.

Once a week send out an email newsletter. Once a week host a Q&A or poll on your stories.

Once a week plan a little bit more of your content.

Keep at it. You got this, babes!