Let’s be honest – marketing isn’t a straight path for any business, least of all SMEs.
There’s no perfect blueprint, and everyone stumbles along the way. What separates successful marketing leaders from the rest isn’t avoiding mistakes – it’s recognising them quickly, learning the lesson, and moving forward without dwelling on the failure. In this short article you’ll find a hand-picked selection of marketing mistakes you’ll likely make – not to discourage you, but to help you spot them sooner and overcome them faster. Think of this as your pre-emptive troubleshooting guide from someone who’s already navigated these choppy waters.
Remember, making these mistakes doesn’t mean your marketing strategy is fundamentally flawed or that you’re doing it wrong; it simply means you’re facing the same challenges as virtually every other SME trying to grow. You’re in good company.
1. Marketing Will Fall Down Your Priority List
You start with the best intentions. Then reality hits – a crisis emerges, cash flow tightens, or operations demand attention. Suddenly, marketing slides from a ‘top priority’ to a “we’ll get to it next week.”
Advice: Set concrete triggers that force marketing back onto your agenda – whether it’s a revenue threshold not being met or a period without leads. Use these as alarm bells that cannot be ignored.
2. You’ll Make Poor Hiring Decisions
Finding the right marketing talent – whether in-house team members or agencies – is deceptively difficult. The candidate with the “all-singing, all-dancing” CV might struggle to deliver. The agency with flashy case studies might not understand your challenges.
One bad apple shouldn’t spoil the barrel. A single hiring misstep doesn’t mean your entire marketing approach is flawed. Be willing to change the player, not necessarily the game plan.
Advice: Create 30, 60, and 90-day benchmarks for any new marketing resource – inhouse or external. Focus on revenue centric business outcomes, not just activities. If it all goes wrong, don’t beat yourself up. Keep your head held high, reflect on what could have been done differently and move forwards. Change the player, not the game.
3. You’ll Become Disheartened and Disillusioned
Let’s face it – marketing isn’t all instant gratification and hockey-stick growth curves. There will be campaigns that flop, strategies that fizzle, and moments where you seriously question whether any of this effort is actually worth it. That ROI you were promised? Sometimes it feels more like throwing money into a black hole.
This disillusionment is actually part of the process. Every successful marketing leader has gone through periods of questioning whether their approach is working. The difference between those who succeed and those who don’t isn’t avoiding this feeling – it’s how they respond to it.
When times get tough, that’s exactly when you need a fire in your belly. If marketing success was easy, everyone would be doing it, and every brand would be the best in their industry. The reality? There can only be one winner in each category – so make it you. These challenging moments separate the brands that will dominate from those that will merely participate.
Advice: Create a “marketing experiments” budget – a small, designated portion of your overall marketing spend that’s explicitly for testing new approaches with zero pressure to succeed. When the main strategy feels stagnant, having this playground for innovation keeps the momentum going and often uncovers unexpected wins. More importantly, it prevents the all-or-nothing thinking that leads many SMEs to completely abandon marketing when their primary approach hits a plateau.
4. The Guilt Cycle Is Real
Here’s one nobody talks about: the guilt cycle of marketing neglect. You know marketing matters. You know you should be doing more. You feel guilty for not giving it attention. That guilt makes you avoid it further. The cycle deepens.
Breaking this pattern requires honesty with yourself. Marketing is either a priority or it isn’t. If it is, treat it like other non-negotiable aspects of your business. If it truly isn’t a current priority due to other pressing needs, acknowledge that decision deliberately rather than letting it happen by default.
Advice: Document your marketing journey – the wins, losses, and lessons. This creates perspective during tough times and reveals what actually works for your business.
Final Thoughts – SME Marketing Mistakes
The hardest truth about SME marketing isn’t that mistakes happen – it’s that you’ll often need to make them yourself before the lessons truly sink in. Reading about potential pitfalls helps, but there’s no substitute for first-hand experience.
What separates thriving businesses from struggling ones isn’t their ability to avoid these mistakes entirely – it’s developing the resilience to view each setback as market research rather than failure. Every underwhelming campaign teaches you something about your audience. Every hiring misstep clarifies what your business actually needs.
SMEs who embrace marketing challenges with curiosity rather than frustration inevitably outperform those with technically “better” strategies but fragile mindsets. Your attitude toward marketing obstacles matters more than your marketing budget.
So, approach your marketing journey with equal parts determination and flexibility. Set clear objectives, but be willing to adjust your route. Celebrate progress, not just outcomes. And perhaps most importantly, find the balance between learning from others’ mistakes and being willing to make your own unique ones. That’s where true marketing wisdom comes from.
Read more:
SME Marketing ‘Mistakes’ You’ll Make – Don’t Beat Yourself Up
