Mistake 1: Going in Without a Marketing Plan
What tends to happen: You’ve got the passion, you've got the product, and you’re keen to get it out there—so you jump straight in. But without a clear plan, it’s like heading on a day trip without directions…you’ll end up lost.
Try this: A bit of guidance goes a long way. Spend time with someone who knows the ropes—a marketing coach or strategist and build a plan that covers who you’re talking to, how you’ll reach them, and what you want to get out of it. Doesn’t have to be 20 pages, just clear and on point. Think of goals like getting more leads, phone calls, or web clicks—and map out which channels will help and how you’ll do it. Get help from a specialist agency if needed. Research your competitors and see what they're doing. Remember, a marketing plan is only a plan. Mistakes are inevitable...these are valuable learning opportunities.
Mistake 2: Skipping Your Brand Strategy
What tends to happen: You drum up a name, whip up a web generated logo, maybe add a tagline - and off you go. But if it doesn’t actually connect with people, it won’t stick (eg. M&Ms - “Melts in Your Mouth, Not in Your Hands”. Clear, fun, and memorable).
Try this: Get clear on what you’re offering and how you want to come across. Are you relaxed and local or a high-end lawyer? Work out your brand personality and use it to share your messages clearly and consistently. Your logo and tagline should reflect that, and most importantly, make people remember you for the right reasons.
Mistake 3: Not Knowing Who You’re Talking To
What tends to happen: You post online hoping someone out there will bite. But chances are, you’ll blow out your budget talking to people who don’t actually need what you offer.
Try this: Take the time to really know your customers. What are they struggling with? Where do they spend their time online? What would make their life easier? Build simple personas - like “Frank the pool owner who’s tired of messing up the chemical mix and just wants it sorted at a fair price and fast.”
Mistake 4: Ignoring Messages & Comments
What tends to happen: People reach out, maybe they comment, call, or message and there’s no reply. That silence speaks volumes.
Try this: Treat online engagement like you would a friendly chat. Reply promptly (even if it's just a quick “Hey, I’ll be in touch soon!”), ask them a bit about what they need, and make it easy for them to keep the conversation going.
Example: "Hi, this is Adam from [Your Business], thanks for calling! I’m just finishing up a job—mind if I call you back in about an hour? Also, where are you based and what are you looking for help with?"
Mistake 5: No Website or Socials
What tends to happen: People try to look you up and... nothing. No website, no social media. Instantly, they doubt whether you're up for the Pepsi challenge.
Try this: Even a basic website makes a huge difference. It tells customers who you are, what you do, and why you’re good at it. Add in some SEO basics so they can find you easily. Don’t want to DIY? No worries, there are many local web designers and agencies that can sort it out for you. A basic website can cost $2-5k and an ecommerce site between $10-20k depending on the functionality. Upgrade your skills to make basic updates (like adding photo's) ...this will save you some bucks.
