It doesn’t matter how long you’ve been in the business game for, at one point or another, it’s likely that you’ll fall victim to some kind of marketing trap that holds you back from growing your business. Believing in these marketing myths will only hinder your progress and keep you safe and playing small; which isn’t what we want at all! So, if you ever find yourself thinking about these marketing myths, call yourself out and spin it around so that you can continue to bring your big business vision to life!

Read on to find out about three common small business marketing myths that many business owners fall victim to at some point on their journey.

Marketing Myth #1 – “I’m on social media every day, so why isn’t my marketing working?”

This is a big one to unpack that I hear a lot. When it comes to your marketing strategy, social media should only be a small part of the overall strategy. Placing all of your time and energy into social media isn’t a marketing strategy. In fact, I’d even go so far as to say it’s a distraction; socials are one of the biggest time-sucks as we get lured into posting and scrolling.

Psychology has proven that it takes between six to twelve touchpoints before someone makes a purchase from you (sidenote: this is why content marketing is so important for small businesses!). While social media can definitely form part of your marketing strategy, you do need other pieces of content in order to convert your audience (leads) into paying customers.

One way that you can do this is by utilising a well thought-out marketing funnel that connects with and nurtures your prospects. Your marketing funnel is an essential part of all successful marketing campaigns. It helps you to visualise the path that your prospects take from the moment they become familiar with your brand all the way through to conversion and beyond. The funnel will help you to figure out the best way to communicate with your users at every stage of the customer journey.

So, as you can see, social media is just one part of a much bigger marketing strategy that needs to work together for it to be successful.

Marketing Myth #2 – “Spending money on marketing is risky”

Trust me, I get how scary it can be to spend money when you’re just starting out. However, you need to skip this scarcity mindset pronto if you’re wanting to achieve business growth!

When you’ve done your due diligence in establishing your brand DNA – created a business plan, researched the market and competition, received feedback and validated your proof of concept – spending money on marketing isn’t a risk. It’s actually a necessity!

The only time that spending money becomes a risk is when you don’t have a solid strategy in place. One example of this that I see often with small business owners, is they’ll spend large sums of money on Facebook ads, but don’t have a sales funnel in place. This makes the ads super costly and is an ineffective way of spending your hard earned money.

To help in minimising risk involved with spending money, you want to make sure that you are tracking your spend against results. Afterall, marketing is all about testing and adjusting, so without tracking metrics like click rates, cost per lead and/or cost per result, you’ll be throwing darts blindfolded and potentially spending money on marketing strategies that aren’t working for you.

One way that I like to think about marketing spend is to liken marketing dollars to investing. Whenever you spend any money on advertising, you’re increasing your return on investment.

Marketing Myth #3 – “I can just DIY my branding”

When explaining the role of brand in business, I always liken the concept of ‘brand’ to that of a human. Much like a person, your brand is not what you claim it is, but rather, what people see it as. So, when compared to a human, you could say that a logo is like a face; it has basic features which can communicate emotions. Then, like the clothes you wear, a brand’s visual identity is made up of colours, typography, graphics and photography style. Then finally, there’s the strategy; the essential component that gives guidance in everything that the brand does, much like a human brain.

All of these elements are equally detrimental to having a complete brand. Afterall, a face without a person behind it is just a mask.

Bearing that in mind, it comes as no surprise that first impressions mean absolutely everything in business. One of the most important ways to encourage sales is based on how you present yourself to the world in terms of your branding and website. And yet, both of these things are elements that many young businesses are likely to DIY.

When you think about the brands that you are most drawn to, you’ll notice that there’s an element of professionalism, confidence and authority all in alignment in a well thought out brand. The same goes for websites too; you’re not going to take a website seriously if it doesn’t function as you’d expect, or it’s not optimised for mobile.

While DIY can save you money, it can tarnish your brand’s reputation in the long term. We all know that it only takes seconds to make a first impression, so you want to make the most of it!

What do you think?

Let’s be honest, have you ever found yourself thinking or complaining about any of the above mentioned marketing elements? By understanding these common marketing myths, you’ll be able to avoid some of the biggest mistakes that many small business owners make!

Are you ready to Level Up Your Marketing and see the biggest increase in sales and brand recognition that your business has ever seen?

Join Level Up … Your Marketing – our self-paced online program that’s been designed to take the guesswork out of cost-effective marketing – whether you’re looking to start your own small business or scale one.