The most common marketing mistakes local businesses make (and how to fix them)

Let’s start with this: Most local business owners are doing their best with the time, money, and know-how they’ve got. Marketing isn’t their full-time job — running the business is. That’s why I see the same handful of mistakes pop up again and again. And they’re not dumb mistakes. They’re just honest missteps that keep good businesses from getting the attention they deserve.

Here’s what I see most often — and what to do instead

1. Talking too much about yourself and not enough about your buyer

I get it — you’re proud of what you do. You’ve been in business for years. You’ve got top-notch staff, new equipment, better products. But here’s the truth: your customer doesn’t care until they know you understand what they want.

Every ad, every webpage, every social post should start with what the buyer is trying to fix, feel, or find. If it doesn’t speak to them in the first few seconds, they’re gone.

Better approach: Flip the script. Make the customer the star. Start with what they’re searching for, then show how you’re the right solution.

2. Doing random acts of marketing with no clear goal

I’ve seen it all — a Facebook post here, a newspaper ad there, a short radio run before a sale. Nothing wrong with those tools. But without a clear plan, they’re just noise. And noise doesn’t drive results.

If you want your marketing to work, it has to move people along a path: Get Wanted → Get Found → Get Chosen. That means, connecting with people who are looking for what you are selling and, showing up where people go searching (right now that means Google), and then getting them to choose you over someone else.

Better approach: Ask yourself this: Are we doing anything to make our business wanted by more people? Are we helping them find us when they search? Are we giving them reasons to choose us over the other guy?

3. Thinking “clicks” are the only thing that matters

Clicks matter — but only if they come from the right people, and only if they turn into customers.

In our business, we’re focused on helping local businesses get more of the people they want to: Click on your website. Call your business. Visit your location. Or Search for you online.

That’s the kind of activity that matters. That’s what grows your business. It’s not just about clicks — it’s about the right clicks from motivated buyers.

Better approach: Make sure your advertising is putting the right message to more of the people you want to Click, Call, Visit or Search for your business. And track what matters most, how your business is improving over time. .

Final Thought: You Don’t Have to Do This Alone

Marketing has changed. It’s not just about yelling louder anymore — it’s about helping people who want what you have to se. Then, being sure they can find you when they go online to search and what they see when they search matches what made them search in the 1st place. When more people are wanting you, searching for you how are you getting more of them to choose you? That takes strategy, not guesswork.

So if you’re unsure where to start or just want to know what’s working for other local businesses like yours, let’s talk. I’m happy to share what I’ve seen — no pressure, no jargon, just a real conversation about what works around here.

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