3 Marketing Mistakes Local Businesses Make (And How To Fix Them)
- Naomi Strudley
- Jul 17
- 3 min read
As a marketing consultant working with tourism, hospitality and leisure businesses across the East of England, I’ve seen first-hand how much heart goes into running a local business. But when it comes to marketing, it’s easy to feel overwhelmed, unsure where to start, or stuck in a cycle of ‘doing a bit here and there’.
If that sounds familiar, you’re definitely not alone.
The good news is that there can be some easy fixes to help you get more from your marketing. Here are three common mistakes I come across, and how to turn them around.
1. You Don’t Have Time to Post (So You Rarely Do)
The Mistake:
You know social media matters, but it can often be the first thing to fall off your list when things get busy. You post now and again when you remember, but there’s no consistency, and it feels like a chore rather than something that helps your business.
The Fix:
You don’t need to post every day to make an impact – but you do need to be intentional. Posting regularly builds trust and reminds people you’re there.
Start by asking yourself:
What’s the goal of this post?
Who am I speaking to?
What do I want them to do once they’ve seen the post?
Then, make it easier for yourself. Use scheduling tools to plan content in advance, batch your posts once a month, and repurpose what you already have – think customer reviews, behind-the-scenes moments, and FAQs. A little bit of structure goes a long way.
2. You Don’t Have a Marketing Strategy
The Mistake:
You’re doing bits and pieces – updating your website now and again, posting when you can, maybe running the occasional ad. But there’s no consistency in your branding or messaging, and no clear plan to tie it all together.
The Fix:
A good marketing strategy doesn’t need to be complicated. It just needs to answer a few key questions:
Who are you trying to reach?
What do you want them to know, feel, or do?
Where are you showing up (online and offline)?
What makes your business stand out?
How are you presenting your business (branding, tone of voice, messaging)?
When your activity is joined-up and intentional, you’ll start to see results and feel more confident in how you’re showing up.
3. You’re Hiding the Personality Behind Your Business
The Mistake:
You’re sharing your products, offers, upcoming events, and opening hours, but nothing that shows the people or passion behind what you do. Your feed looks professional, but it doesn’t feel very you. And that’s a missed opportunity.
The Fix:
People connect with people, especially when it comes to small, independent businesses. Personality is one of your biggest selling points.
Let your audience in. Share snippets of your day, introduce your team, talk about what inspires you, or show the reality of running a business. Give people an idea of what they can expect when they visit your venue.
You don’t need to overshare or be constantly on camera – just give people a reason to care. That’s what builds trust, and ultimately, loyalty.
Marketing doesn’t need to be flashy or time-consuming to be effective, but it does need clarity, consistency, and a human touch.
If you’re ready to stop winging it and start marketing with purpose, let’s have a chat. Whether it’s a strategy session, content support, or a social media audit, I’m here to make your marketing feel manageable.
