As technology continues evolving rapidly, the need for effective and practical digital marketing strategies becomes more pronounced. In this dynamic landscape, where trends emerge and fade in the blink of an eye, the challenge lies in keeping up and identifying strategies that stand the test of time.

As we enter 2024, the digital world presents challenges and unprecedented opportunities. The strategies that fueled successful digital marketing campaigns last year may no longer hold the same efficacy. Therefore, regardless of size, it becomes paramount for businesses to reassess their approach and realign with strategies that promise tangible results.

This article will look at seven smart and easy ways for small businesses to do better in digital marketing in 2024. These strategies are not mere trends but foundational principles that small businesses can integrate seamlessly into their operations.

1. Personalized Customer Experiences

Personalization in digital marketing has come a long way from simply addressing customers by their first names. In 2024, it’s about using advanced tools like AI and machine learning to understand your customers on a deeper level. By analyzing their data, behaviors, and preferences, you can tailor your content, offers, and recommendations to create hyper-personalized experiences.

Why does this matter? Because personalized experiences lead to increased customer engagement and loyalty. Imagine receiving recommendations for products you genuinely care about or promotions that align with your preferences. It makes the customer feel understood and valued, fostering a positive relationship with your brand.

2. Video Marketing Dominance

Video marketing continues to dominate the digital space in 2024. Short-form videos on platforms like TikTok, Instagram Reels, and YouTube Shorts are gaining immense popularity. These bite-sized videos capture attention quickly and are perfect for our fast-paced digital world.

Creating engaging short-form video content doesn’t require a Hollywood budget. It’s about being authentic, creative, and understanding your audience. 

Consider live streaming to connect with your audience in real-time, and explore interactive video elements to boost engagement. Video marketing isn’t just a trend; it’s a powerful tool to tell your brand story and connect with your audience emotionally.

3. Voice Search Optimization

With more people using devices that respond to voices, like when you ask Siri or Alexa a question, voice search is becoming more common. You can use their voices to search for information, and businesses need to adapt their digital marketing strategies accordingly.

Optimizing for voice search involves using conversational keywords and understanding people’s natural language when speaking. Think about how your customers might phrase their queries verbally rather than typing them. By aligning your content with voice search patterns, you can improve your visibility in search results and reach a broader audience.

Furthermore, consider creating content that directly answers common voice queries related to your business. This not only enhances your chances of being featured in voice search results but also positions your brand as a valuable source of information. 

4. Influencer Marketing Evolution

Influencer marketing has evolved beyond mega-celebrities endorsing products. In 2024, it’s about micro-influencers and authenticity. These influencers may not have millions of followers but have a dedicated and engaged audience within a specific niche.

Collaborating with micro-influencers can bring authenticity to your brand. Their followers trust their recommendations, and the partnership can feel more genuine. 

Building authentic relationships with influencers involves understanding their values and ensuring they align with your brand. Remember, it’s not just about the numbers; it’s about the connection.

5. AI-Powered Chatbots

AI-powered chatbots are not just a fancy feature for big corporations. Small businesses can benefit significantly from implementing chatbots to enhance customer service and engagement. These bots can handle routine inquiries, respond instantly, and offer personalized recommendations.

Imagine a potential customer visiting your website and getting instant answers to their questions through a chatbot. It improves the user experience and frees up your team to focus on more complex tasks. 

Chatbots are an excellent way for small businesses to leverage AI and enhance customer interactions.

6. Data Privacy and Transparency

In an era where data privacy concerns are growing, transparency is key. Customers want to know how their data is used and whether they can trust your business. Being transparent about your data practices builds trust and credibility.

Outline your data collection practices clearly and give customers control over their preferences. Inform them about the security measures you have to protect their data. You can ensure compliance with regulations and foster a positive perception of your brand by being transparent.

By fostering a culture of transparency, your business not only meets the ethical expectations of customers but also distinguishes itself as a trustworthy player in the digital arena.

7. Augmented Reality (AR) Integration

Augmented Reality (AR) isn’t just for gaming; it also has practical applications for businesses. AR enhances the customer experience by providing interactive and immersive elements.

Consider how AR can add value to your products or services. For example, allowing customers to virtually try on clothes or visualize how furniture would look in their homes before making a purchase decision. AR is about creating engaging campaigns that set you apart from competitors and make your brand memorable.

Moreover, businesses can leverage AR to showcase intricate details of products, offer virtual tours, or provide step-by-step guidance on product usage. This dynamic technology opens up new possibilities for customer engagement, allowing businesses to connect with their audience innovatively.

Conclusion

As we navigate the digital landscape of 2024, these seven digital marketing strategies offer small business owners and entrepreneurs a roadmap for success. Personalizing customer experiences, embracing video marketing, optimizing for voice search, evolving influencer marketing, implementing AI-powered chatbots, prioritizing data privacy, and integrating augmented reality are all steps toward staying competitive in the ever-changing digital space.

Small businesses can leverage these trends to connect with their audience, build trust, and, ultimately, drive growth. By staying informed and adapting to the latest trends, you position your business for success in the digital age.

The brands of Chick-fil-A, Disney, and Apple are not just well-known but legendary. Joining us in the latest episode of The Small Business Show is the CEO of Swoz Consulting, Author, and speaker Scott Wozniak. Wozniak’s newest book, Make Your Brand Legendary: Create Raving Fans With the Customer Experience Engine, provides readers with tools to create a legendary brand. 

According to Wozniak, having raving fans does not necessarily mean that you have happier or more well-behaved customers. Raving fans are the lifetime value of the brands’ consumers, who behave differently. It’s also important to keep in mind that not all customers are equally a good fit for your brand.

Key Takeaways:

1. “A legendary brand is defined by its customers,” according to Wozniak. It’s not what you say about yourself but what your customers say that truly defines your brand. 

There are three ways to measure how “legendary” your brand is: 

1. Measure the repeat frequency of your customers. According to Wozniak, “Raving fans buy more, more often.” 

2. How many people do your clients bring with them? 

3. Raving fans pay full price. If your customers believe in your brand, they will pay top dollar for your product or service. 

2. Brands can measure their legendary status by evaluating how many customers return year after year. Success cannot be measured by the amount of money spent on advertising or the size of the company but rather by how many people rave about your business. 

3. Wozniak’s book is based on the premise that he needed to help more people than he could physically get to. He notes that inside the pages are the lessons he gives, the conversations he has, and, in many parts of the book, the mini-workshops he teaches. Moreover, he assures that for those he can’t physically get to, his book will be the tool to help guide them in the right direction. 

4. The “Customer Experience Engine” is the core metaphor that drives the book’s content. For starters, the fuel that pours into the engine on the diagram is customer insight. But don’t mistake their buying behavior for insight because that’s just data. You lack insight until you know ‘why’ they picked your business. 

5. Once you have insight, the heart of the engine has three parts:

• Operational excellence- This factor is the biggest because this is where your customers ask if they can trust you. 
• Personalized service- All about making a personal connection. Do you see and hear them? 
• Memorable moments- People don’t tell facts; they tell stories, so you have to create story-worthy moments. 

6. Then, the last part of the engine is the belt- the healthy leadership team running the entire engine that ensures the company is fully aligned. 

One powerful tool for promoting small-to-medium-sized enterprises is video marketing. On the latest episode of The Small Business Show, we’re joined by Maxwell Bentley, Founder and Executive Producer for the Bentley Media Group. Bentley offers important tactics that business owners should consider while using videos for promotion.

Nowadays, video is thought to be the most effective digital marketing medium. Compared to other mediums, it helps audiences develop trust more quickly. Moreover, videos create an emotional connection with viewers by weaving a brand’s story with a combination of visuals, sounds, and music. According to Bentley, “Video allows brands to captivate their audience.”

Key Takeaways:

1. Entrepreneurs can make their content discoverable on YouTube by optimizing video descriptions, titles, and tags, as YouTube is the world’s second-largest search engine, following Google. At the same time, younger audiences like Generation Z tend to utilize TikTok as their primary medium for search engines. 

2. Bentley Media was launched in 2007 when Bentley was just 17 years old. At that time, YouTube was not yet a major social media platform, but Bentley had always enjoyed filming people and things, even as a young child. He never outgrew this interest, and once he discovered YouTube, he started creating videos about the now massively successful video game Roblox. One of his videos went viral and received more than three million views. This caught the attention of the developer, who became his first client. 

3. People often overlook videos, but they can have a significant impact on us, similar to films. In the early days of cinema, people used to go to the theatre to watch the “moving picture” that generated different emotions. Bentley notes that this is the same basis for video. He believes that entrepreneurs should use videos to tell their brand’s story and emotionally connect with their target audience. However, Bentley argues that businesses not using videos will ultimately fail.

4. If you’re uncomfortable with creating videos for your brand, take a moment to analyze the foundation of your brand’s story. Check if your message includes any aggressive sales pitches, and remove them if you find any. Customers are less likely to relate to or connect with an overly ‘salesy’ brand. Instead, focus on discovering the fundamental story connecting people to your brand.

5. Ultimately, as entrepreneurs, Bentley believes there is a moral obligation to get on video and other social platforms to share your message. 

What better time to prepare for the New Year than now? Today’s episode of The Small Business Show discusses everything entrepreneurs need to know about branding for their business in 2024. We’re pleased to welcome Bill Harper, the CEO and Chief Creative Officer of BrandBoss HQ.

Branding refers to the narrative companies want people to associate with their business. Currently, “entertainment” is a crucial aspect that businesses should pay attention to. Moreover, companies often misinterpret that marketing is really a performance they don’t interpret correctly. In reality, the greatest strength in marketing comes from assets that provide the most value to the target audience.

Key Takeaways:

1. Consumers buy products because they relate to the story behind the brand. For example, take a look at the PC and Mac commercials, which didn’t mention their products but focused on storytelling. 

2. Many successful companies design their products by considering the needs of their consumers, allowing them to express themselves. Social media has proven to be a valuable tool for marketing brands.

3. According to Harper, social media has the word “social” in it because it allows businesses to connect with their audiences personally. Therefore, sharing your brand’s story on social media is an effective way to engage your audience. Additionally, social media provides an excellent platform to showcase your brands’ behind the scenes.

4. In 2024, the strategies Harper encourages businesses to implement are:

• • Simplicity – businesses have lost sight of what telling a good story is all about- which is that our hero remains the same. 
  • Know your consumer insights to understand what is important to your target audience.
  • Consistency- “It’s like going to the gym; you won’t get big overnight, but you also know one day you will. so you keep going until it happens,” says Harper. 

5. For emerging businesses and small to medium-sized companies, being transparent and connecting with their audiences personally can help them build trust and establish their brand.

Myths about marketing are like ghosts; they stick around to haunt small and medium-sized businesses (SMBs) and keep them from reaching their full potential. Effective marketing strategies are essential for small and medium-sized businesses in today’s business environment.

In this article, we separate fact from fiction by debunking five widely held beliefs about marketing for small and medium-sized businesses. We’re busting myths about SEO and social media, from the widespread belief that they’re out of reach for small businesses to the false notion that social media is just for business-to-consumer companies.

Let’s put an end to these false beliefs about small business marketing!

Myth #1: SMBs should focus on traditional marketing methods

A big misconception regarding small business marketing is that conventional marketing strategies like print advertising, and direct mail are the best ways to reach potential clients.

While these strategies may have worked in the past, modern consumers increasingly favor online platforms for their product research and purchase decisions. For example, studies show that 74% of consumers actively search for social proof to inform their purchasing decisions.

Many small and medium-sized enterprises (SMEs) incorrectly assume that only large corporations need to worry about Search Engine Optimization. Small and medium-sized businesses (SMBs) also need SEO, but not as much as big businesses. And since there is less competition in the local market, SMBs often see faster results from their SEO efforts.

As a first step in search engine optimization (SEO), small and medium-sized businesses should concentrate on three main areas: keyword optimization, content creation, and backlink creation from authoritative websites. Small and medium-sized businesses (SMBs) benefit from local SEO since it increases their visibility in local search results and, consequently, their number of local clients.

In addition, small and medium-sized businesses should work on their online visibility by creating mobile-friendly websites and social media profiles. SMEs can also benefit significantly from digital marketing strategies, including pay-per-click (PPC) advertising, email marketing, and content marketing.

Myth #2: Social media marketing is only for B2C businesses

Contrary to popular belief, social media marketing is not just for business-to-consumer companies. Businesses of all sizes, even B2B ones, can use social media.

In the same way, business-to-consumer companies use social media to market their wares and interact with consumers. They also utilize these platforms to increase visibility, demonstrate expertise, and find new prospects.

In particular, LinkedIn is an excellent place for business-to-business companies to network with other experts and get their names known in the market. Social media sites like Twitter and Facebook also provide additional opportunities to connect with and inform potential clients.

Hence, social media marketing can be an effective strategy whether your small business is B2B or B2C. You can expand your operations, strengthen your brands, and connect with your target markets by utilizing social media.

Myth #3: Email marketing is dead

The idea that email marketing is no longer effective is a complete fallacy. Email marketing is still one of the best and cheapest ways for SMBs to contact and interact with their target audience.

A study by Campaign Monitor found that the average return on investment for email marketing is 4200%, or $42 for every dollar invested.

With the appropriate approach, small and medium-sized businesses (SMBs) may utilize email marketing to promote their products and services to subscribers and encourage customers to act.

Small and medium-sized businesses (SMBs) can use email marketing to strengthen customer relationships and increase brand loyalty.

In addition, automation and segmentation have allowed email marketing to develop and improve over time. With automation, small and medium-sized businesses can send subscribers customized messages based on their actions or preferences.

In small and medium-sized entrepreneurship, you can improve your conversion rates by targeting their communications to specific subsets of your target audience through segmentation.

So, as a small and medium-sized business owner, you should not discount the efficacy of email marketing. It’s still an efficient and potent tool for communicating with clients and generating revenue.

Myth #4: SEO is too expensive and time-consuming

Many organizations, especially smaller and medium-sized ones, avoid SEO because they believe it is too time-consuming and costly (SMBs). While search engine optimization (SEO) is an investment that takes time and requires dedicated resources, it should not be prohibitively expensive or out of reach for small and medium-sized businesses.

Efficient SEO strategies don’t break the bank and still deliver results. These include keyword optimization of the website content, link building from related websites, and claiming and improving a Google My Business page.

SEO efforts may take some time to bear fruit, but those fruits can be rather plentiful. Small and medium-sized businesses (SMBs) can boost their revenue by ranking well in search engine results pages (SERPs) for keywords related to their products and services.

It takes several months to see results with SEO but don’t let that dissuade you. With hard work and dedication, you can expand your business and improve its rankings in search results.

Myth #5: Small business marketing is only about generating leads and sales

Finally, it is a frequent misconception that small business marketing is only concerned with driving traffic to the website and making sales. Marketing should aim for more than just lead generation and revenue for small and medium-sized businesses.

Small and medium-sized businesses (SMBs) can benefit from marketing by raising brand recognition, enhancing credibility, and encouraging consumer loyalty. With content marketing, social media, and thought leadership, small and medium-sized businesses may establish themselves as market leaders and reliable resources for their clientele.

As a bonus, marketing can help small businesses learn more about their customers. Small and medium-sized businesses (SMBs) can better satisfy the requirements and preferences of their customers by collecting data and insights through many marketing channels.

Small businesses need to expand their marketing knowledge beyond lead generation and sales. Small and medium-sized businesses (SMBs) can maximize their marketing to increase their visibility, boost their reputation, and strengthen customer relationships. Your business can succeed and expand by taking a more all-encompassing strategy to market.

Conclusion

It’s time to stop believing these myths about small business marketing and start implementing the tried-and-true strategies that have proven successful for other businesses like yours. By exposing and dispelling these five myths, we provide small and medium-sized enterprises with the information they need to improve their marketing efforts.

Keep in mind that marketing is not limited to bringing in new customers and can be accomplished with a minimal outlay of resources. Small and medium-sized businesses (SMBs) that use a systematic and all-encompassing approach to marketing are more likely to increase brand recognition, credibility, and customer loyalty.

So, let’s debunk these myths and start succeeding in the competitive world of small business marketing!

On today’s episode of the ASBN exclusive: The Small Business Show, we delve into the world of goal execution with Melanie Borden. Borden is the managing member of The Borden Group and Marketing Consultant.

Melanie Borden has worked in marketing throughout her career, from public tech companies to private start-ups, retail, and now has established her own marketing consulting agency. As a natural outgrowth of her work as a marketing executive, Melanie recognized the opportunities available to use online marketing strategies to build corporate and personal brands. Her expertise includes marketing oversight and implementation, such as building in-house agencies, budgeting, strategically using vendors, enhancing digital footprints via social media, reputation management, online monetization, and building and managing advertising processes.

Key Takeaways:

1. Borden began her marketing journey with LinkedIn; with that, several C-suits and SMB owners reached out for help with their marketing efforts. 

2. Motivation and drive are not qualities everyone possesses, nor can they be taught. But according to Borden, “If there’s something you want, you need to work for it.”

3. Melanie recommends that other business owners use the instruments, such as technology, to help you reach your desired goal.

4. The goal-setting process can also be streamlined by reconstructing the brainstorming stage, such as reverse engineering. 

5. Broden encourages SMB owners to implement collective group stand-ups to bring goals, questions, and concerns in a group setting. But remember that not every goal-setting strategy works for every company. 

6. When seeking more engagement on your company’s website, “Link everything in your comments section, which will amplify your niche and post.”

A hot topic lingering on the minds of several corporations today is “how to clarify your business’s core message.” Joining us on the latest episode of The Small Business Show is Temsen Webster, Founder and Chief Message Strategist of Find The Red Thread and Keynote Speaker. 

Webster is a former TedX Executive producer and has shared her expertise with major companies and organizations like Johnson & Johnson, Harvard Medical School, and Intel. With 15 years in business messaging, Webster spent most of her time fascinated by how people make decisions. 

Key Takeaways:

1. Webster believes that the official flow of ideas while defining a company’s core message is the “Red Thread,” which refers to how individuals differentiate or stand out from the crowd and how to make their messaging designs easier to understand for time-pressed business professionals. 

2. The “Red Thread” is the story we tell ourselves about why thighs are related. In the business world, it’s often this unspoken assumption or reason why a company, individual, or business owner operates the way they do. “Because the ‘Red Thread’ is the beliefs that drive their behavior,” asserts Webster. 

3. Webster is adamant that messaging belongs between product plans, business strategies, and internal and external communication strategies, as it’s where all the pieces of the business intersect. 

4. An organization’s message should be its top priority since, often, there is the largest disconnect between its current strategies and its public or brand-focused communications. 

5. The key to a business’s success is its ability to communicate its message clearly. This involves identifying the fundamental questions that a company needs to answer. These questions should align with the purpose of their product, which is to address the questions their customers already have. By gaining clarity on these questions, a business can gain a better understanding of how to proceed and achieve success. As Webster puts it, “If you get clarity on that, everything else becomes much clearer.”

Implementing digital marketing strategies is vital for businesses to stay relevant and adapt to changing consumer behaviors. On the latest episode of The Small Business Show is Shama Hyder, CEO of Zen Media, Best-Selling Author, and Keynote Speaker.

Key Takeaways:

1. Hyder believes digital marketing is an extensive landscape and urges entrepreneurs to consider utilizing multiple marketing channels when developing business strategies. She also points out that while many companies focus solely on advertising as their digital marketing technique, advertising is just one type of digital marketing and not the only way to promote a business.

2. In digital marketing, it is crucial for businesses to prioritize consumer engagement over technology. Hyder recommends the two-box approach for marketing. 

3. The first step is discoverability – is your website easy to find, and does it work properly? Can potential customers easily locate your business online?

4. The second approach is memorability – Are you first of mind when a customer has that need of your brand? How can you be top of mind? Does your company leave an impression?

5. Companies should be aware that having a social media presence is free, but they need to spend money to reach a larger audience. According to Hyder, the algorithm has changed. At first, having a robust social media presence was enough to reach a target audience. However, today, businesses need to be more creative and invest money to take their social media marketing to the next level.

6. For example, there is a TikTok video circulating of a woman whose car exploded, but the only item that survived, still with ice in it, was a 40-ounce tumbler from Stanley. “The video generated more feedback and reached more homes than the Super Bowl,” claims Hyder. 

7. Nowadays, people consume content publicly but share privately. Therefore, companies need to remember that when measuring their data, they need to take into account “Dark Social,” which is sharing that can’t be traced back to the original source, and remember, “when there is change, there lies opportunity.”

In order to offer such a tailored experience, data-driven marketing is the key to success. Data-driven marketing, according to HubSpot (one of the country’s largest CRM and marketing automation software providers), can be described as:

It is important to consider a number of factors before delving into a data-driven approach to marketing. Strategize methods for increasing your efficiency, like embracing new technology and investing in robust tools. It is difficult and very time-consuming to track massive amounts of data without an automated program that gathers and categorizes it appropriately, making it easier to analyze. A third-party platform can also continuously monitor any changes and highlight any variations that are found.

Other factors to consider when dealing with data-driven marketing are effective collaboration among internal departments and keeping tabs on the competition. Data is something that is required not only for the marketing department but also for finance, HR, and business operations. Every department should be informed of any changes or trends that are found in the data.

Additionally, it is crucial to observe what your competitors are doing. Whether that means learning from their mistakes or borrowing one of their successful strategies, you need to be flexible and adapt.

Implementation

Audience

After taking into account all the building blocks of data-driven marketing, the next step is to decide how it will fit into your overall business strategy. First, think about retargeting. If you have customers who have bought a product from your website, then why not try and sell to them again? For example, if a customer bought a new work bag, you could then automatically offer that customer some work-wear-related deals to promote repeat purchases. If there is a totally new customer you want to target, develop marketing personas (fictional representations of your ideal audience segments based on data).

Aaron Beashel, B2B Saas marketing consultant and Founder of Attributer.io, recommends analyzing the following indicators to make your determinations and easily tailor goods or services.

• Number of customers by industry
• Avg. revenue by Industry
• Number of Customers by Employee Size
• Number of Customers by Country
• Avg. revenue by Employee Size

Social media

Social media is a cornerstone of any marketing strategy and is a great way to advertise your business. Facebook and Instagram ads are quick and easy ways for consumers to sign up for offers or deals, and in turn, you are able to gain information about customers who are interested in your products.

Email marketing

Having different mailing lists for each audience persona will enable you to send targeted emails with personalization, i.e. names and product suggestions. A report from ZoomInfo and Ascend2 found that:

Email marketing allows you to make one-to-one connections with consumers who would value this over a generic email that has no personal touch.

Avoiding the obstacles

Like anything in life, there are benefits and challenges that will arise when taking a data-driven marketing approach. On the one hand, you will increase your customer knowledge, offer more tailored services, promote repeat purchases, and encourage customer loyalty. It is difficult and very time-consuming to track massive amounts of data without an automated program that gathers and categorizes it appropriately, making it easier to analyze. However, the path might not be as simple as it sounds. Working with high volumes of data could be a challenge for someone who isn’t accustomed to it. If you are unable to respond to the data, then there is not much point in having it. So, don’t hesitate to seek out expert training before making the big leap.

Challenges can also arise due to the lack of quality and reliability that comes with data. A customer could enter inaccurate information or buy an item that is a one-off purchase. Department silos are a risk as well. When internal teams do not share data and communicate effectively, the customer could be left with the wrong impression.

To offer the customer the best experience, all departments need to have the same goal and target in mind and access to all the relevant data. So, get working on those communication skills!

Whether you are a big company or a small startup, knowing who your customer has to be one of the top priorities for your business. Make sure that you have a team in place with good analytical and communication skills who can make the most of the valuable data you collect.

Marketing strategy is crucial to the success of any company, big or small, providing a foundation for accelerated growth. However, many entrepreneurs lack familiarity with this aspect of business management, putting their brands at risk of stagnating and even failing if they are unable to identify the correct path forward.

On this episode of The Small Business Show, host Jim Fitzpatrick is joined by John Jantsch, author, marketing consultant, and founder and president of Duct Tape Marketing, a fractional CMO service. Jantsch has spent the last three decades helping entrepreneurs design the marketing strategies that have taken their businesses to the next level. His experience in the sector has landed him speaking engagements at TedEx and appearances in publications such as The New York Times, Entrepreneur Magazine and more. Now, he discusses the proper method for devising a quality marketing campaign and the common mistakes small business owners make when setting their growth strategies.

Key Takeaways

1. Jantsch was inspired to start Duct Tape Marketing to equip entrepreneurs with a high-quality fractional CMO experience without maxing out their small business budget.

2. When working with a small business client, Jantsch first conducts research analyzing the brand’s audience, building his marketing strategy recommendations from the data he obtains.

3. In the second phase, Duct Tape Marketing focuses on building the foundation needed to execute its plan, helping businesses integrate aspects such as content creation or social media into their operations.

4. The next step in Jantsch’s marketing strategy process is to drive as many customers to the brand as possible, generating and pursuing leads over the course of months and even years.

5. Many small businesses make the mistake of serving too many markets. This prevents the brand from finding its niche and puts the company at risk of losing its course. Another common mistake companies make is implementing new ideas without due consideration. While brands must be innovative to stay ahead of the game, enacting marketing strategies without knowledge of whether or not they will work is a recipe for disaster.

6. Jantsch notes it has become easier and cheaper to pursue traditional marketing mediums, such as television advertising. These channels have faced significant competition from digital alternatives, forcing them to adopt more accommodating processes to attract clients.