Small business owners have limited time, assistance and resources. Marketing can easily become an afterthought, but don’t make the mistake of waiting until your business is bigger, more profitable or more stable. Digital marketing is crucial in today’s landscape to attract new customers, keep existing ones and establish yourself as a trusted, reliable presence.

You don’t need an unlimited budget or an MBA – successful marketing can be achieved with a smart plan and regular check-ins. To stand out against the competition, your digital presence must be current, relevant and informative so that customers can easily find you and gather the details they need to choose your company with confidence.

With that said, these are five common digital marketing mistakes to avoid:

Neglecting to Create a Website

Think your business doesn’t require a website? Think again. Potential customers want a central location where they can learn about you and the services you offer as well as find options to contact you. Not only can a professional, eye-catching website increase your credibility and authority in the market, but it also gives visitors a streamlined view of your company. Don’t assume social media has you covered – Facebook is a useful tool to connect with your audience, but a website gives you greater control over your content.

Glossing Over the Results

It’s never been easier to gather valuable data from analytics. Was your last campaign successful? What could you do differently? You can’t answer those questions without tracking results. UTM Tracking is a free tool provided by Google that allows you to create unique links to gauge the success of each campaign. Don’t waste money and energy on promotions that don’t offer a return – discover what connects with your audience and devote your resources there.

Targeting the Wrong Audience

Face it: not everyone is in the market for your product or service. Don’t throw your marketing against the wall and see what sticks – think about your customers, their needs, and where you’re most likely to find them. This is especially important in choosing social media channels and search terms that are most frequently used by your target audience. Try Google Keyword Planner and Facebook’s Audience Insights tool to see what your ideal customers are searching.

Giving Up on Mobile

Customers are increasingly going mobile for…well, everything. Mobile devices are predicted to account for 79% of global Internet use by the end of 2018. Is your website mobile-friendly? Can customers gather the information they need quickly and tap a button to contact you? If not, they’ll go elsewhere. Likewise, if you don’t have a business listing on Google Maps or a similar service, you’re missing a chance to get your name directly in front of customers.

Ignoring Online Reviews

Customers are talking about you – how can you control the conversation? Positive and negative reviews offer valuable insight into the customer experience you’re providing. Writing a tactful response to less-than-favorable reviews shows that you’re committed to caring for customers, both to the original client and to other users who are considering your services.

With an organized plan of attack and consistent upkeep, you can get the most bang for your marketing buck. Thinking bigger? Contact us to see how we can move your small business forward.