7 Small Business Marketing Mistakes and How to Fix Them

For many small business owners, one of the biggest challenges is simply making sure that people know about your products or service. That’s no surprise: as a small business owner, you’re juggling a lot, from managing day-to-day operations and overseeing employees to everything in between. Small business marketing is just one piece of the pie. 

When it comes to marketing for your small business, you might encounter a few missteps along the way. Avoid them by staying up to date on issues in small business marketing and the latest best practices for digital marketing. 

So which small business marketing mistakes should you be aware of and avoid? Read on for some of the biggest digital marketing mistakes — and tips to make sure you don’t make them yourself. 

Mistake 1: Not Having a Website 

Failing to have a website is perhaps the most important digital marketing mistake that small businesses fall into, and the one you should be sure to avoid. It’s essential to engage with both current and prospective customers, most of whom are likely to find you while searching the Internet. A website is a key way to do that.  

In 2024, Forbes noted that nearly one out of three small businesses still didn’t have a website. On a website, you offer vital information about your business (address, phone number, email) and having a website tailored to your business also helps reassure your consumers that your business is legitimate.  

Pro tip: Don’t rely on your social media page to be your company website. Social media platforms aren’t as easily found via search engines like Google. Furthermore, you don’t have much control over a social media platform, which could be shut down or changed by its owner. Having your own website helps ensure consistency in your messaging and lets you control the content.  

Mistake 2: Not Investing Enough in Your Website 

The quality, security and functionality of a website matter. While this requires an upfront cost, much like the other initial costs you incurred when starting your business, the return on investment is worth it in order to grow revenue. Tools like Canva, Wix and Squarespace are inexpensive ways for people who don’t know how to code to quickly build a beautiful website with a lot of useful tools and functionality. 

Mistake 3: Neglecting the Website User Experience 

A little bit of planning can go a long way toward making sure that your website is usable and logical to your customers, from where information appears to the shopping experience. Investing time and money into your website’s user experience can help build your business’s online credibility. Many users see the website as the “front door” of your business — and you want your digital front door to be as clean, well-maintained and easy to use as the real front door might be. 

Here are some things to consider: 

• Is the text on your website clear, easy to read and free of grammatical errors?
• Is all of the information easy to locate, like through the main menu or footer of the website?
• Is everything a user might expect to find (hours of operation, location, phone number, email) on the website?
• Are the links working?
• Can users easily get to your social media via links on your website?
• Are the colors pleasing to look at and is the text readable?

Mistake 4: Overlooking Website Security 

Investing in cybersecurity for your website is a critical step, especially if you conduct e-commerce or collect data from customers. The last thing you want is to have your website hacked, which could put your business and your customers at risk. Securing your website also shows existing customers you take privacy seriously. 

Overlooking site security is one of the biggest small business website mistakes made by business owners, and this common mistake can be costly. A Mastercard survey of over 5,000 businesses found that 46% had experienced a cyberattack, and nearly 20% of the victims closed their business as a result. Don’t let that be you.  

Mistake 5: Ignoring Functionality 

Once your consumer finds your website, it’s important that your website functions properly. A website that doesn’t load, crashes or is unreadable indicates to a potential customer that your business is also in a state of disrepair.  

You have a small amount of time to grab your audience’s attention, so it’s critical that your website loads quickly. Slow websites can drive away potential customers before they ever learn about your product or service. Don’t get distracted by flashy animations or large image files. Depend on professional sites or builders to create a site that looks good and loads well. 

Pro tip: Don’t forget to update your website regularly. Old data suggests your business isn’t running anymore. 

Mistake 6: Using a Free Email Provider Address 

Cutting costs wherever possible is part of being a small business owner, but some cuts can cost you in bigger ways, like attracting new customers and growing revenue. A customized, branded email address can help boost credibility and strengthen your marketing message, rather than using a free platform like Gmail or Yahoo. Avoid the marketing mistake of looking like an amateur by using a free service. 

Pro tip: Create a customized email address that will be easy to identify and associate with your business. You can usually do this with the help of a domain provider by connecting it to a common email platform, usually for a small fee. 

Mistake 7: Not Engaging Your Customers 

Creating and maintaining a client database allows you to build insight into your current customers and gives you the opportunity to collect email addresses and phone numbers. Keeping in contact with your clients and prospects via email marketing gives you the opportunity to tell them what’s new or exciting with your business. It’s also a great way to tell customers about special offers, events or discounts. 

Pro tip: An email newsletter can help engage both your current customers and prospects. Even better: Your website provider may have that capability built into the platform. 

Advancing Your Business

Owning your own business is an adventure — one that involves learning best practices, like staying protected with the appropriate insurance policies. Reach out to Farm Bureau to help ensure you are protected for the unexpected, giving you the peace of mind you need to focus on growing and running your business.