Most small business owners aren’t marketers. You're trying to run your business, serve your customers, and keep things moving. Marketing becomes another task on a long to-do list, and it’s easy to either overthink it or ignore it entirely. I've worked with enough small business owners to know where things tend to go off track.

Here are the most common mistakes I see — and what to do instead.

1. Cold messaging people who didn’t ask for it
This is common in network marketing, and it’s a problem. Sending messages to strangers or old contacts with a pitch before building any kind of relationship doesn't work. It's uncomfortable for both sides, and most people ignore it.

What to do instead: Build interest by creating helpful content. Use your page or profile to show what you offer, how it helps, and what people can expect from working with you. People are more likely to reach out when they’ve seen what you do.

2. Posting without a plan
If your strategy is "post and hope," you're wasting time. I see a lot of people bouncing between platforms, trying every trend, and switching directions weekly. That kind of approach rarely leads to results.

What to do instead: Decide who you're trying to reach and what you want them to do. Then build content that supports that goal. If your goal is bookings, focus on that. If you need email signups, drive people there. Stick to one or two platforms you can manage.

3. Chasing every platform and tool
Not every business needs to be on TikTok, Instagram, Facebook, LinkedIn, Pinterest, YouTube, and every other place the internet says is "hot right now." Trying to be everywhere usually means you’re doing none of it well.

What to do instead: Pick one platform where your audience actually spends time and where you feel comfortable showing up. Do that one well before you think about adding more.

4. Relying on generic templates
A lot of people are downloading pre-made content calendars or email scripts and thinking that’s their entire marketing strategy. The problem is those templates weren’t made for your business or your audience. Most of the time, they don’t sound like you or reflect what your customers care about.

What to do instead: Start with real goals and real messaging. If you use templates, they should be a starting point — not the final version. Your marketing should sound like a human, not a robot or a copy-and-paste job.

5. Not knowing who you’re talking to
When your content is vague, it doesn't connect. If you’re trying to speak to “everyone,” you’re probably not reaching anyone. I’ve seen business owners advertise products for teenagers and grandparents on the same page. That kind of mixed messaging leads to confusion.

What to do instead: Get clear on your primary audience. Who are they? What are they struggling with? How does your product or service fit into their life? Speak directly to that group.

6. Doing it all yourself with no support
Learning every piece of marketing while also running your business is hard. And most of the time, it slows you down. I talk to a lot of people who feel stuck — they’re not sure what’s working, but they don’t know what else to try.

What to do instead: Ask for help. That might mean hiring someone, getting a strategy session, or even using a one-time audit to point you in the right direction. You don’t need to know everything. You just need a clear path forward.

Want to know what’s holding your marketing back?
I offer a free Marketing Gap Audit that helps business owners figure out what’s missing and what they actually need to focus on next. No vague advice. No pressure to buy. Just a real look at what’s working and what isn’t.

If you're tired of guessing, this is a good place to start.

👉 Click here to request yours