Small business advertising mistakes to avoid

Most small business advertising problems are the same few mistakes.

No clear goal

Decide what you want, as a number and a date, such as 20 inquiries in 60 days.

Too many channels at once

Splitting a small budget across many channels means none gets enough data. Start with one.

No tracking

Without tracking you cannot tell what works.

A weak offer

A clear offer with a specific benefit and next step beats general claims.

Sending people to a poor page

A good ad pointing at a slow or confusing page wastes the click.

Giving up too early, or never stopping

Give each test enough time, then keep what works and drop what does not.

Copying competitors

What works for them depends on their customers and costs. Test what works for you.