Running a small business is tough. You wear all the hats—CEO, customer service rep, janitor, sometimes even “person who Googles ‘how do I do taxes?’ at 2 a.m.” And somewhere in that chaos, you’re also expected to master digital marketing. Easy, right?

 

Nope.

 

Let’s break down the most common digital marketing faceplants small businesses make—and how you can stop tripping over your own hashtags.

 

Having No Strategy (A.K.A. Winging It Forever)

You wouldn’t build a house without a blueprint. So why are you launching Facebook ads with the same preparation as a last-minute potluck?

The Fix: Make a simple plan. Define your goals, your audience, and what success looks like. It’s not rocket science—it’s marketing. Which is like rocket science, but with more memes.  

 

Ignoring Mobile Users Like It’s 2003

If your website still looks like a PDF exploded on a phone screen, we have a problem. Most people browse on mobile, which means your desktop-only site is basically a digital museum exhibit.

The Fix: Responsive design. Test your site on your phone. If you have to pinch and zoom just to read the menu, your customers already left.

 

Forgetting About SEO (Search Engine Oblivion)

If your website can’t be found on Google, does it even exist? SEO is how your site says, “Hey, Google, pick me!” But many small businesses don’t even whisper, let alone shout.

The Fix: Use keywords people are actually searching for (not just what you think sounds good). And don’t try to cheat the system—Google sees all.

 

Guessing What Your Audience Wants

You may think your customers love dad jokes and cat GIFs—but have you asked them?

The Fix: Do your research. Look at analytics. Ask your customers questions. Otherwise, you’re just throwing spaghetti at the wall and hoping it’s the kind that sticks and converts.

 

Branding Whiplash

One week you’re modern and sleek. The next week you’re funky and fun. The week after that? Comic Sans. People don’t know whether you sell soap or run a clown college.

The Fix: Get consistent with your look, tone, and messaging. Make a brand guide. Stick to it. Unless your brand is chaos. Then, carry on.

 

Putting All Your Eggs in One Social Media Basket

What happens if your only marketing channel is Instagram and the algorithm changes? (Spoiler: sadness and existential crisis.)

The Fix: Diversify! Use a mix of email, SEO, ads, and social media. It’s like a marketing buffet—don’t just load up on the bread. Multiple touches are much more effective when it comes to capturing a larger portion of your audience.

 

Analytics? Never Heard of Her.

Flying blind is cool if you’re a bat. Not if you’re running a business. If you don’t look at the numbers, how do you know what’s working?

The Fix: Check your analytics regularly. If you don’t like numbers, just pretend they’re little performance report cards. Except no one gets grounded if the bounce rate’s high.

 

Ghosting Your Leads

You worked hard to get someone’s email address. Then… nothing? No follow-up? Not even a “hey, thanks for stopping by”? Rude.

The Fix: Use email automation or retargeting ads. Keep the convo going. Don’t be that person who only texts when they need a ride to the airport.

 

Treating Content Like a Side Hustle

Posting once every three months and calling it “content marketing” is like running a marathon by walking to your fridge. Good effort, but no medals.

The Fix: Make content regularly—blogs, videos, helpful guides, or anything that’s not “Buy this now!!!” Give your audience a reason to stick around.

 

Expecting Overnight Fame (Unless You’re a Cat on TikTok)

Digital marketing isn’t a microwave dinner. It’s more like a slow-cooked brisket. Takes time. Patience. Occasional tears.

The Fix: Be consistent. Give it time. Celebrate small wins. And remember—no one becomes an influencer overnight, except maybe that one toddler who reviews toys.

 

Final Thoughts

Digital marketing is a journey. Sometimes it’s a scenic road trip. Sometimes it’s a clown car on fire. But with the right tools (and a few laughs), you can steer it in the right direction.

Now go forth and market—but maybe leave the Comic Sans in the past… please.

 

James Danella of Media Vision Advertising