Six Marketing Mistakes New Business Owners Make
Six Marketing Mistakes New Business Owners Make
..And how to avoid them.
Starting a business? There's A LOT to figure out.
Between registering your LLC, setting up your bank account, and trying to remember if you need business insurance (you probably do), marketing can feel like one more overwhelming thing on your endless to-do list.
But I've watched too many brilliant business owners make the same marketing mistakes over & over. And most of these are totally avoidable with a little heads-up.
So let's talk about six marketing mistakes that trip up new business owners… and what to do instead.
Quick note: I don't think 'mistakes' are necessarily bad! They're just data points that help us figure out how to grow. Or, as Bob Ross says: "We don't make mistakes; we just have happy accidents."
6 Marketing Mistakes New Business Owners Make
01. Trying to Be Everything to Everyone (AKA Having No Clear Brand Identity)
When you're starting out, turning away potential customers feels scary. So you end up with a brand that's about as memorable as beige paint.
Why this backfires: Without a clear brand, people can't connect with your business. Even worse? YOU can't keep your messaging consistent because you don't know what you stand for.
What to do instead: Get clear on your brand basics first: – What do you believe in? – What makes you different? – How do you want people to feel when they work with you?
Then make sure your logo, colors, fonts, & messaging all tell the same story. Consistency is what makes you memorable: not trying to appeal to everyone.
02. Casting the Widest Net Possible (Instead of Finding Your People)
"I can help anyone!" sounds generous. In reality, it's marketing suicide.
When you try to talk to everyone, you end up talking to no one. Your message gets watered down, your content feels generic, and potential clients scroll right past because nothing feels like it was made for THEM.
What to do instead: Figure out who your ideal client is. What keeps them up at night? What do they dream about? Where do they hang out online?
Start there, even if it feels scary to "exclude" people. Trust me: speaking directly to your ideal client will attract way more business than generic messaging ever will.
Don't know who your target audience is yet? That's totally normal when you're starting out. You can always adjust as you learn more.
03. Putting All Your Eggs in the Instagram Basket
Social media is great and all (usually), but building your entire business on someone else's platform is RISKY.
Why this matters: Algorithms change. Platforms disappear (RIP Vine). And when your entire audience lives on Instagram, you're literally one policy change away from losing everything.
What to do instead: Build a website. I know, I know. I'm a web designer, so of course I'm going to say that. But hear me out:
Your website is YOUR digital real estate. It's where people can learn about you, book your services, and hire you. Plus, it shows up in Google searches, which means people can find you even if they've never heard of you.
Make it professional, make it helpful, and make it easy for people to work with you.
04. Being All Over the Place (AKA Inconsistent Social Marketing)
Monday you're posting motivational quotes. Wednesday you're sharing behind-the-scenes photos. Friday you're talking about your services for the first time in weeks.
Why this confuses people: Your audience has no idea what to expect from you. They can't figure out what you do or why they should care.
What to do instead: Pick a lane and stay in it (at least most of the time).
If content marketing is your thing, schedule regular blog posts. If you're more of a video person, commit to a YouTube schedule. If you love podcasting, show up consistently.
Your audience needs to know what they're getting when they follow you.
05. Thinking Content Marketing Is "Just Blogging"
Content marketing isn't about churning out blog posts no one reads. It's about sharing your knowledge in a way that helps people, and positions you as the expert they want to hire.
AI is changing everything. What worked for SEO last year might be useless next year. Social media platforms keep changing their rules (because they want to keep people on THEIR platform, not send them to yours).
But creating valuable content that helps your ideal clients… that's always going to work.
What to do instead: Pick ONE format you enjoy (blog posts, videos, podcasts, Instagram carousels, whatever) and get really good at it.
Share your knowledge. Answer the questions people ask you all the time. Show them what's possible when they work with someone who knows what they're doing.
06. Flying Blind (Ignoring Your Data)
"I don't like numbers" isn't a business strategy.
Look, I'm not saying you need to become a data scientist. But if you don't know which marketing efforts are working, you're basically throwing spaghetti at the wall and hoping something sticks.
What to do instead: Track the basics: – Website traffic (Google Analytics is free) – Where your clients are finding you – Which content gets the most engagement – How many people actually contact you vs. just follow you
Create a simple spreadsheet or use a tool like Notion to track what matters to YOUR business.
Pro tip: Start small. Pick 3-5 metrics that actually impact your bottom line, not just vanity numbers.
Every successful business owner has made these mistakes.
They just learned from them and adjusted.
You don't need to be perfect from day one. You just need to be willing to pay attention and make changes when something isn't working.
