The 7 Most Common Marketing Mistakes Small Businesses Make (And How to Fix Them)
Marketing can feel overwhelming for local business owners, especially when you’re juggling everything from payroll to customer service to inventory. Most small businesses don’t have a marketing department. They’re doing it themselves. And often, they’re doing it without a clear strategy.
At Indian Lakes Marketing, we’ve worked with dozens of small and medium-sized businesses across Northeast Indiana. We’ve seen what works, and more importantly, we’ve seen the same avoidable mistakes made over and over again.
Here are the 7 most common marketing mistakes we see, and how you can fix them to grow smarter, faster, and with less stress.
1. No Clear Marketing Strategy
The Mistake:
Many businesses jump from one idea to the next, a flyer here, a Facebook post there, maybe a billboard or radio ad, without an actual plan. There's no overarching strategy guiding those actions.
The Fix:
Build a simple, focused marketing strategy that includes:
Your business goals (e.g., increase foot traffic, get more leads)
Your target audience (who they are and what they need)
Core channels (email, social media, website, SEO)
Clear messaging and branding
Even a one-page marketing roadmap is better than guesswork.
2. Relying Too Much on Word of Mouth
The Mistake:
Referrals are powerful, but if they’re your only lead source, you’re vulnerable. When the word-of-mouth slows down, so does your business.
The Fix:
Use marketing to amplify your reputation and reach more people. Tools like:
Google Business Profile
Reviews and testimonials
Local SEO
Social media
...help turn your real-world reputation into an online one.
You don’t have to abandon referrals, you just need to supplement them with systems.
3. Having a Website That Doesn’t Convert
The Mistake:
Your website might look decent, but if it’s slow, confusing, or doesn’t have a clear call-to-action, it’s likely leaking potential customers.
The Fix:
Make sure your website:
Loads in under 3 seconds
Works well on mobile
Clearly says what you do and where you do it
Includes buttons like “Call Now” or “Request a Quote”
Has visible trust signals (testimonials, reviews, local awards)
Your site should be your hardest-working salesperson, not a digital brochure.
4. Ignoring Google and Local SEO
The Mistake:
Many small businesses aren’t showing up on Google Maps or in search results, even when someone’s looking for what they offer.
The Fix:
Claim and optimize your Google Business Profile
Add your business to local directories
Use town and service-based keywords on your site (e.g., “lawn care in Lagrange”)
Collect and respond to reviews
Create helpful content that answers common customer questions
When you show up locally, you don’t just get clicks, you get customers.
5. Inconsistent Messaging and Branding
The Mistake:
Your signage says one thing. Your website says another. Your Facebook posts sound completely different from your email newsletter (if you even have one).
This creates confusion, and confused customers rarely buy.
The Fix:
Get clear on:
Your brand voice and tone
Your core value proposition (what sets you apart)
Your visual identity (colors, fonts, logos)
Use this consistently across your website, emails, social posts, and in-store experience. Consistency builds trust.
6. Doing Everything Yourself
The Mistake:
You’re the owner, the operator, the marketer, and the bookkeeper, and it shows. Marketing gets squeezed in between other tasks or put off altogether.
The Fix:
You don’t need a full-time marketing team, but you do need a trusted guide. Whether it’s a consultant, freelancer, or agency, getting expert help can save you time, money, and stress.
At Indian Lakes Marketing, we serve as a strategic advisor, helping you build a marketing foundation that actually works.
7. Measuring the Wrong Things (Or Nothing at All)
The Mistake:
Many business owners have no idea what’s working. They’re guessing based on gut feel or anecdotal feedback.
The Fix:
Track the basics:
How many people are visiting your website?
How many calls or form submissions are you getting?
What offers drive actual sales?
Even simple Google Analytics and call tracking can tell you what’s driving results, and what’s a waste of money.
Final Thoughts: Marketing Doesn’t Have to Be Complicated, But It Does Have to Be Intentional
The biggest marketing mistake small businesses make? Not taking marketing seriously until things slow down.
But when you treat marketing like a long-term investment, and fix these common mistakes, you stop chasing customers and start attracting them.
Want to Avoid These Mistakes Altogether?
At Indian Lakes Marketing, we help small and mid-sized businesses in Northeast Indiana build practical, sustainable marketing systems that drive growth.
We’re not here to sell you buzzwords. We’re here to make your marketing make sense, and make money.