What Small Businesses Get Wrong About Marketing (and How to Fix It)
Introduction
Most small business owners wear too many hats. You’re running operations, managing staff, handling customers, and trying to figure out marketing on the side. It’s no surprise that many owners think they can “wing it” — posting occasionally on social media, throwing money at ads, or hoping SEO works itself out.
The problem? Marketing has changed. Without the right expertise, small businesses often waste money, miss opportunities, or worse, damage their online reputation. After 7+ years leading marketing for a multi-location family audiology company, I’ve seen exactly what works, what doesn’t, and the mistakes that cost small businesses the most.
1. Treating Marketing Like an Expense, Not an Investment
Many owners see marketing as optional, cutting budgets the moment things slow down. In reality, marketing is an investment in growth. Reviews, reputation, and online visibility directly drive new customers — which means cutting corners here will ultimately cost you more.
2. Ignoring Online Reputation (Reviews & Listings)
Some businesses think a few 5-star reviews are enough, or they don’t bother replying at all. In the AI-driven search era, reviews are the number one trust signal. What’s worse — inconsistent or incorrect business listings confuse both customers and search engines. Minor fixes here make a huge difference.
3. Falling for “SEO Smoke and Mirrors”
Agencies often sell expensive SEO packages ($2,000 or more per month) that are filled with technical jargon. Many business owners sign up without really knowing what they’re getting. The truth is: small businesses don’t need bloated SEO contracts. They need focused strategies: reviews, profile optimization, consistent posts, and citations that actually improve visibility.
4. Doing “Random Acts of Marketing”
Post on Facebook when you remember. Running one Google ad and hoping it works. Updating your website once every two years. Sound familiar? Without a clear, consistent system, these efforts rarely add up. What you need is consistency — building trust signals over time, not chasing shiny objects.
5. Thinking “Anyone Can Do Marketing”
Owners often assume marketing is simple: post some content, run a quick ad, done. But without expertise, it’s easy to waste money or make mistakes that hurt your brand. With 7+ years of hands-on marketing experience, plus advanced training at the University of Denver, I know exactly what it takes to optimize small business marketing — and most importantly, what to avoid.
Bottom Line
If you’re a small business owner doing marketing on your own, chances are you’re leaving money on the table. Marketing today isn’t about guessing — it’s about building trust, visibility, and reputation in a world where AI search is reshaping how customers choose businesses.
👉 Ready to stop guessing and start growing? Schedule a free call with 8-Ball Consulting, and I’ll show you exactly what works for small businesses like yours.
