Running a small business can feel like managing a zoo sometimes. There’s so much to do and not enough people, money, or time! But before you start neglecting important aspects of the business, take a moment and think about your priorities. You’re in this for the long haul, aren’t you?

Read on to find out five common mistakes that small business marketers make. You’ll learn how to solve and avoid each of them, giving you an advantage in the marketplace.

#1: Not Using and Spending Your Marketing Dollars Wisely

It’s not enough just to have money—you need a plan for the way those dollars should be used. Smart companies are constantly thinking about the best use of their marketing dollars.

It’s all about ROI (return on investment).

Ensure you have a plan in place that includes regular meetings with your team where you discuss where your marketing budget goes. You can’t succeed if you are not strategic about this.

Focus on what works and what’s giving you the best returns, while culling expenses that only bring down your bottom line. The money you have on hand is limited, so invest it wisely!

#2: Not Optimizing for Different Devices

If you haven’t taken the time to do this, it’s about time you did. It used to be that just having a website was enough. Now your site needs to work well on smartphones and tablets as well as desktops and laptops.

Ensure the mobile version of your site is easy to use on all different types of smartphone devices. Many of your customers will access your content on the go,

so make sure they’re getting a first-class experience there as well as on full-sized screens.

#3: Misusing Social Media

If you are using social media to promote your business, make sure it’s in a way that is professional and puts your company in the best light. A misguided post or distasteful picture could jeopardize your reputation.

It’s like going into an important meeting while drunk. It may be fun for you, but you won’t be getting any business!

When it comes to social media, the old adage “actions speak louder than words” is spot on.

If you post something on social media, make sure it’s something that makes your company look good and furthers your business goals. Many businesses make the mistake of sharing negative stories about other companies or people. This never works.

Focus on your strengths and how you provide value to customers. That’s what visitors want to see — not how badly Company B botched their latest launch.

#4: Working Hard on the Wrong Things

It’s a mistake that many small business owners make. They spend too much time making things happen instead of really focusing their efforts on what needs to be done.

It’s easy to look “busy.” It’s much harder to make real, sustained progress in the direction of your dreams.

Whenever you can, only work on the things that move the needle for your business. This ties in with point #1 above. Why would you continue throwing money at something that’s clearly not working?

The way to tell what tactics are working and what aren’t is by collecting data and determining the key performance indicators, or KPIs, for your business.

#5: Not Providing Enough Customer Service

It’s tempting when you are starting out as a small business owner to focus all of your efforts on marketing and forget about customer service. But, customer service is just as important for small businesses as it is for big corporations. Probably even more so. That initial impression could make all the difference.

Of course, it’s not always that easy. Small businesses can get overworked and understaffed. Especially in the early stages, it can feel like you’re juggling a lot of balls.

It’s tempting to put off customer relations in favor of other tasks. That being said, no business owner wants to be viewed as a fly-by-night operation.

When your business doesn’t provide exceptional customer service, you’ll find that customers are less forgiving and do not provide repeat business. Even worse than that, negative word-of-mouth may be difficult to turn around.

In summary, these marketing mistakes are easy to avoid if you are proactive in what you do for your marketing strategy. Dedicate time to fix each of these mistakes, and you will be well on your way to creating a brand that customers love.