The excitement of launching a new business often overshadows the complexities of effective marketing, leading many entrepreneurs to make costly mistakes that can hinder growth from day one. With over 23% of small businesses failing in their first year, according to the U.S. Bureau of Labor Statistics, proper marketing has never been more important for survival.
“Most new business owners are experts in their field but not necessarily in marketing,” explains Monica Cabaniss, co-owner of Falcon Digital Marketing, a company specializing in lead generation for businesses of all sizes. “They make predictable mistakes which could easily be avoided with the right guidance.”
Below, Cabaniss outlines seven common marketing errors new business owners make and offers practical advice on how to avoid these pitfalls.
1. Skipping market research
One common mistake made by new business owners is diving into marketing without understanding their audience. Many entrepreneurs assume they know who their customers are and what they want without gathering concrete data.
“I’ve seen countless businesses waste thousands of dollars targeting the wrong audience,” says Cabaniss. “Before spending a dime on advertising, take time to identify your ideal customer’s demographics, pain points, and buying behaviors. Even a simple survey of potential customers can reveal insights that will make your marketing far more effective.”
This oversight often stems from eagerness to launch quickly, but the resulting misaligned messaging can lead to poor conversion rates and wasted budgets.
2. Neglecting a strong brand identity
Many new business owners underestimate the importance of consistent branding across all platforms. They might use different colors, fonts, or messaging styles across their website, social media, and advertising.
“Your brand is more than just a logo—it’s the complete experience customers have with your business,” Cabaniss explains. “Inconsistent branding confuses potential customers and reduces trust. Invest in creating clear brand guidelines early, even if they’re simple, and stick to them across all marketing channels.”
3. Trying to be everywhere at once
A common error is spreading marketing efforts too thin by trying to maintain a presence on every social platform, advertising channel, and marketing method simultaneously.
“New business owners often feel they need to be everywhere their competitors are,” says Cabaniss. “But this approach typically results in mediocre performance across the board. Instead, identify the two or three channels where your ideal customers spend the most time, and focus on excelling there before expanding.”
This focused approach allows businesses to build momentum and expertise in specific channels rather than achieving poor results everywhere.
4. Undervaluing content marketing
Many entrepreneurs view content as a nice-to-have rather than a necessity, focusing instead on paid advertising for quick results.
“Content marketing isn’t just blogging—it’s about creating valuable information that positions you as an authority in your field,” Cabaniss notes. “While it takes time to see results, quality content continues working for you for years. We’ve seen clients generate leads from blog posts written three years ago, long after they stopped paying for ads.”
5. Ignoring analytics and adjustments
New business owners often set up marketing campaigns and forget to monitor or adjust them based on performance data.
“Marketing is not a set-it-and-forget-it activity,” explains Cabaniss. “The businesses that succeed are constantly reviewing data, testing new approaches, and refining their strategies. Start simple by tracking which marketing activities generate the most leads or sales, then gradually build more sophisticated measurement systems as you grow.”
6. Overlooking the power of email marketing
Despite having one of the highest returns on investment of any marketing channel, email marketing is frequently underused by new businesses that focus instead on trendier options.
“Email marketing averages a $36 return for every $1 spent, yet I see new businesses neglect building their email list from day one,” says Cabaniss. “Start collecting emails immediately, even if you don’t plan to send newsletters right away. Your email list is one of the few marketing assets you truly own.”
7. Focusing on features instead of benefits
New entrepreneurs often emphasize what their product or service does rather than how it improves customers’ lives.
“Customers don’t buy features—they buy outcomes,” Cabaniss explains. “Instead of listing all the technical specifications of your offering, focus your marketing on how it solves problems or creates positive changes for your customers. This simple shift can dramatically improve response rates.”
Marketing in 2025 requires adaptability as digital habits continue to shift. Customers’ attention spans shrink further while the demand for authentic, valuable content grows. New business owners need to understand that cutting through the noise doesn’t mean simply shouting louder but being more relevant and helpful than competitors, says Cabaniss.
“The businesses succeeding today are those that view marketing as an ongoing conversation with customers rather than a one-way broadcast. They’re collecting first-party data to personalize experiences, creating content that educates rather than just sells, and building genuine relationships through consistent engagement,” she adds. “My advice to anyone starting a business this year is to begin with clarity about who you’re serving and what problem you’re solving for them. Let that guide all your marketing decisions. Be willing to start small, measure results, and adjust quickly. The advantage small businesses have is agility—use it to outmaneuver larger competitors who can’t change direction as rapidly.”
Thanks for reading CPA Practice Advisor!
Subscribe Already registered? Log In
Need more information? Read the FAQs
Tags: Marketing, Small Business
