Digital Marketing Mistakes to Avoid for Small Businesses header image

Digital Marketing Mistakes to Avoid for Small Businesses

As a small business owner you juggle a lot, from managing the day-to-day operations and marketing to overseeing employees. So, it’s common to make a few digital missteps along the way. Read on for five common small business digital marketing mistakes to avoid. These missteps could be hurting your business in small or big ways.

Not Having a Company Website

Not having a website is perhaps the biggest digital marketing mistake to avoid. For small businesses, it’s essential to engage both current and prospective customers. A website can help do that as well as reassure your consumers that your business is legitimate. Clutch.co found in 2018 that prospective buyers went to websites first to learn about a business’ offering.

Pro tip: Be sure your website includes contact information and a phone number for your business.

With 66% of small business owners citing finding new customers as a top concern, having an online presence is important to help attract new customers. Research shows that “nearly two-thirds of small businesses rely on websites to connect with customers.” However, according to Clutch.co, less than 64% of small businesses have a website.

In today’s digital world, more and more people are shopping online and doing research about businesses online. For retail businesses, an online presence is crucial. A 2018 poll found 76% of U.S. adults shop online. In 2018, $517.36 billion was spent online by U.S. consumers.

Pro tip: Don’t rely on your social media page to be your company website.

Not Investing Enough in Your Website

The quality, security and functionality of a website matters.

Quality

More than one quarter (28%) of small businesses spend less than $500 on a website, according to Clutch.co. Investing time and money into your website can help build your business’ online credibility.  Research from Blue Corona found:

  • “48% of people cited a website’s design as the number one factor in deciding the credibility of a business.”
  • “38% of people will stop engaging with a website if the content/layout is unattractive.”

Security

Investing in cybersecurity for your website is also critical. The last thing you want is to have your website hacked — putting your business and your customers at risk. Nearly half of 1,000 business surveyed said they suffered a financial loss due to hacking, according to research by GoDaddy.

Functionality

Once your consumer finds your website, it’s important that your website functions properly. According to Blue Corona, “48% of users say that if they arrive on a business site that isn’t working well on mobile, they take it as an indication of the business simply not caring.” Additionally, in the digital world it’s critical that your website loads quickly. You have a small amount of time to grab your audience’s attention.

Pro tip: Don’t forget to update your website regularly.

Opting for a Free Email Provider Address

Cutting costs wherever possible is part of being a small business owner, but some cuts can cost you in bigger ways like attracting customers. A customized, branded email address can help boost credibility rather than using a free domain like @gmail.com or @yahoo.com. Avoid the marketing mistake of looking like an amateur by using a free service.

Pro tip: Create a customized email address that will be easy to identify and associate with your business.

Not Engaging Your Customers

Creating and maintaining a customer database allows you to build insight into your current customers and gives you the opportunity to collect email addresses and phone numbers. Keeping in contact with your customers and prospects via email gives you the opportunity to tell them what’s new or exciting with your business. Or maybe you have special offers or discounts you want to tell your consumers about.

Pro tip: An email newsletter can help engage both your current customers and prospects.

Advancing Your Business

Owning your own business is an adventure. One that’s full of learning best practices. Be sure your business has the right coverages. Your local Farm Bureau agent can help ensure you are protected for the unexpected — giving you the peace of mind you need to focus on growing and running your business.

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