Marketing Do's and Don'ts

If you are just starting the journey of marketing your small business or firm, you may be wondering where your efforts will be best spent. That depends on your situation and goals, but there are a few things we can suggest you should (and should not) do.

Consider these do’s and don’ts of marketing.

1. Do have a plan. As you know, a failure to plan is a plan to fail, so don’t skip this important step. Your plan should include some S.M.A.R.T. goals and a way to achieve them. Don’t wing it. You don’t want to jump right into marketing efforts without a clear strategy in mind. Remember the Four P’s of Marketing and your goals, objectives, strategies, and tactics. Don’t waste your resources on poorly planned marketing strategies and tactics. You probably won’t get the results you are wishing for.

2. Do have consistent branding. Your brand is the recognizable part about your business. Once you take the time to develop it, use it in all your marketing channels - website, email marketing, social media channels, blogs, white papers, tradeshow swag—everything! Don’t have conflicting visuals. Don’t confuse your audience with different colors, fonts, logos, and graphics that don’t match your company’s tone and brand. Develop a brand style guide and stick to it.

3. Do research and understand your audience. We have previously discussed the importance of knowing your audience. As a reminder, it is essential to understand your target audience. One way to do this is by developing different audience personas comprised of demographic information about each different segment of your market. Don’t waste time and energy implementing a strategy without researching first.

4. Do get creative with social media. Social media is a great way to promote your business. Consider your audience and meet them where they are. Use the social media channels that best line up with your marketing goals and your audience’s preferences. You don’t have to be on every channel. Start with the one or two that will help you reach your target audience. Don’t forget to measure results and adjust accordingly. It takes time to engage and develop a following on social media, so keep that in mind. Keep posting and engaging and make sure to analyze the results of your efforts. Find a good analytical tool to see how effective your channels are. If something isn’t working, try a different tactic!

5. Do proofread first. Everyone makes mistakes, but you don’t want to distract from your message with glaring typos and grammatical errors. Please proofread everything you post, display, or send. It’s a good idea to have a second set of eyes on every piece of material you produce. Don’t publish content with spelling and grammatical errors. We can’t reiterate this enough. Don’t undermine your credibility with careless mistakes. It’s worth the extra time to look over that work. Proofread it and then look at it once again.

6. Do pay attention to content. When creating content for your website, social media pages, and any other platforms, consider your audience, their needs, and their pain points. Then, create content that addresses those. Remember that good content will set your business apart from your competition and can help drive traffic to your website and increase conversions. Don’t forget the importance of your content!

7. Do choose value, not just activity. Trying a bunch of tactics that don’t produce results will not bring value to your business. Make sure you are focusing on marketing efforts that support your goals, align with your company’s mission, and produce results. Don’t waste time and resources on services you don’t need.

For more information on starting your marketing efforts, check out or series, Marketing 101. If you feel overwhelmed, give us a call. We can help you create a custom plan to maximize your marketing resources.