5 Marketing mistakes small business owners make when they’re first starting out
By Ella Wilson
Most small business owners start out doing their own marketing before they call in a professional marketing agency like GetUWired. If you are a small business owner doing your own marketing, first of all – good for you! Marketing is tough work (trust me, we do this all day every day. We get it.)
Today, I’m going to share with you the mistakes we see small business owners making most commonly before they come to us. This advice is just meant to put you a little ahead of the game. Knowledge is power!
Here are the issues we see the most often with our small business clients:
Making multiple social media accounts
We understand – If you don’t like your Facebook account, or your YouTube channel, or your LinkedIn, you just want to scrap it and start a new one. But in the end, you wind up with 12 different accounts in each platform, and let me tell you, that’s a mess.
You’ve got content here, content there, half your people follow one account, and half follow the other, and you do double work trying to keep both accounts updated.
And lord help you if you need to find something – with multiple accounts across multiple platforms, not only can your customers not find you, but odds are, you can’t even find yourself!
Instead: Make a single account for each social media platform. This will streamline everything for you in terms of content creation, posting, and analytics, and it will also make it easier for your fans to find you online. Remember – Analysis Paralysis is real – when a customer has so many choices they get overwhelmed and choose nothing. A fan who is looking for you but finds 10 different versions of your page isn’t going to spend the next 30 minutes trying to figure out which one is the right one. They’re just going to leave.
Before you delete your old accounts, spend a week or so posting that you will be closing the account and providing a redirect asking people to follow you on your main page.
Abusing your list
If you are blasting useless emails out to your list several times a week – you are junk mail. I have literally seen clients who send their lists emails EVERY SINGLE DAY, all just trying to sell something. No value whatsoever, just (as I like to call) “Buy This S*&%” emails day in and day out. Nobody reads those. Not only are you wasting your time and resources, you’re bothering your list to the point that they will stop opening anything you send, ever.
Instead: Figure out what your customers actually want to hear about, and email them only when you can talk about it. A certain amount of absence really does make the heart grow fonder.
Too. Many. Words.
Your business is your baby, and you think every bit of it is interesting. Your clients do not. They want to get what they want and go on with their lives. Too often, we see clients who have written their own website copy, landing pages or email campaigns and they are soooooo wordy. Ain’t nobody got time for that.
Instead: Use as few words as possible to communicate what your customer wants to know, not what you want to say. No one is coming to your website to read a novel.
For small businesses just starting out, buying a list of emails from a third party seems like a great way to get in touch with a whole lot of people you THINK will be interested in your product. But it’s not. Time and again, we see sending out blast emails to a cold list is a near-complete waste of time.
For the price you pay for the list, plus the hours and money you spend mailing to them, the ROI simply isn’t there – not even close.
Instead: Be patient and focus on building a GOOD list rather than a LARGE list. Leverage your existing contacts, your network, social media, JV partnerships, and events to grow your initial list. Business begets business.
Taking on too many marketing initiatives at one
Entrepreneurs are some of my favorite people on the planet. They’re passionate. They’re driven. And they’re a little bit crazy (you know you are). They have an idea and they’re not afraid to run with it.
The downside of being a “take life by the horns and get things done” person is that they often want to take on everything at once, and that’s never a good idea – not in marketing, not anywhere.
Trying to build three websites for three different-but-related businesses, and have social media contests, and running new email campaigns, and getting a new shopping cart up and running all at the same time is a recipe for confusion and frustration. Things WILL go wrong but you’ve got so much going on you won’t even know it until it’s too late.
Instead: Focus on bringing one or two items to completion before moving on to the next. When you and your team are focused, you’re more productive, and you’ll be able to deliver a tangible, complete marketing initiative to your customers sooner than if you had tried to accomplish a bunch of things at once.
Ready to make the leap to professional marketing?
Let GetUWired move your marketing to the next level. Get started today by giving us a call at 877-236-9094 or visiting us online at www.GetUWired.com.