3 Biggest Mistakes SMBs Make with Digital Marketing – Perry Keegan
After 25 years of working with small and mid-sized businesses on digital marketing, I’ve seen patterns emerge. The same mistakes, over and over. Not because business owners aren’t smart—they absolutely are—but because they’re often getting advice from the wrong places.
Here are the 3 biggest mistakes I see:
1. Treating digital marketing like a light switch
SMBs often approach digital marketing with an all-or-nothing mindset. They’ll run ads for 6 weeks, see mixed results, and shut everything down. Or they’ll “try social media” for a month and give up.
The truth? Digital marketing is a dimmer switch, not an on/off button. It requires sustained effort, optimization, and patience. The businesses that succeed aren’t the ones with the biggest budgets—they’re the ones who commit to consistent presence and continuous improvement.
2. Chasing tactics instead of strategy
“We need to be on TikTok.”
“Everyone’s doing video now.”
“Should we start a podcast?”
I hear this constantly. SMBs jump from tactic to tactic based on what’s trending or what their competitor just did. But without a clear strategy tied to business goals, you’re just creating noise.
The question isn’t “What should we be doing?” It’s “Who are we trying to reach, what do they need, and where do they actually spend their time?” Answer those first. Then choose tactics that fit.
3. Undervaluing their own expertise
This one frustrates me the most. SMB owners are experts in their field—they’ve built businesses, solved real problems, and earned customer trust. But when it comes to content and messaging, they defer to “marketing speak” or try to sound like everyone else.
Your experience IS your competitive advantage. The insights you’ve gained from 15 years running a plumbing company or 10 years managing a restaurant are exactly what your audience wants to hear. Stop hiding behind generic copy and lead with what you actually know.
The businesses that break through aren’t the ones with the slickest campaigns. They’re the ones who understand their customer, stay consistent, and aren’t afraid to show their expertise.
What’s the biggest digital marketing challenge you’re facing right now?