Running a small business? That probably means you’re the CEO, customer service team, bookkeeper… and marketing department.
You’re doing your best to show up on social media. You’re posting tips, joining trends, and maybe even dancing on Reels once or twice… but it still feels like you’re not getting the traction you want.
Many small business owners feel overwhelmed by social media, unsure if their efforts are paying off. The truth is, a few common mistakes might be holding you back. The good news? They’re easy to fix once you know what to look for.
Let’s dive into the top 6 mistakes we see small business owners make on social media and what to do instead.
Mistake #1: Posting Without a Strategy
Many small business owners treat social media like a to-do list item: they post when they remember, share whatever comes to mind, or jump on random trends without a clear plan.
When your posts aren’t connected to your business goals, you’re basically spinning your wheels. You waste time creating content that doesn’t attract the right people, build trust, or lead to sales. Over time, inconsistent or unfocused content confuses your audience and dilutes your brand.
How to Fix It: Start with a simple content strategy. Identify 2-3 core topics or “content pillars” that reflect what your business stands for and what your audience cares about. Plan posts around these pillars to create consistent, purposeful content that supports your goals, whether brand awareness, lead generation, or customer loyalty.
Mistake #2: Focusing on Follower Count Instead of Engagement
It’s easy to get hooked on chasing follower count because it’s visible and satisfying. But many business owners forget that big numbers don’t equal business success.
A big following means nothing if those people aren’t interacting with your content. Social media algorithms reward engagement, so low interaction means fewer people see your posts.
How to Fix It: Shift your focus to creating content that invites conversation. Ask questions, encourage comments, and reply promptly. Use polls, stories, or live videos to connect.
Track engagement metrics like comments, shares, and saves, not just follower count. Don’t forget to track click-throughs to your website, too.
Mistake #3: Talking to Everyone (So You Connect with No One)
Small business owners sometimes try to appeal to everyone to maximize reach. The problem? People scroll past content that doesn’t feel personal. Without a specific audience in mind, your message lacks the emotional punch to stop scrolling and inspire action.
How to Fix It: Create a customer avatar. Give them a name, age, and pain points. For example: “Anxious Andy, 28, wants to start investing but doesn’t know where to begin.” Craft posts that speak directly to Andy’s fears and goals. Use niche hashtags like #SeattleInvestors instead of broad ones like #MoneyTips.
Mistake #4: Posting Inconsistently (Then Panic-Posting)
You post regularly for a week or two, then disappear. When you feel behind, you panic and post a flurry of content to “catch up.” This inconsistent pattern confuses your audience and the platform’s algorithm.
Inconsistency makes it hard to build momentum and trust. Your followers don’t know when to expect new content, so they lose interest. Algorithms also favor consistent posting, so irregularity limits your reach.
How to Fix It: Batch your content. Spend 2 hours a month and create posts for the entire month. Use free Canva templates for your visuals. Schedule them in advance with tools like Meta Business Suite or HootSuite.
It’s also a good idea to repurpose content to save time. Turn a blog post into a carousel, Reel, and email newsletter.
Mistake #5: Being on Every Platform (and Burning Out)
Maintaining a presence on Instagram, Facebook, TikTok, LinkedIn, YouTube, and other platforms can be overwhelming. Often, this leads to mediocre content and burnout.
How to Fix It:
Pick 1 or 2 platforms where your target audience is most active. Focus on growing those first. Learn what works, engage consistently, and build a community. Once you have a strong presence there, consider expanding.
Pro tip: Delete inactive accounts. If you haven’t posted in 6 months, let it go.
Mistake #6: Trying to Do It All Yourself
Trying to be a full-time content creator and business owner leads to burnout. You’re editing Reels at midnight, writing captions during lunch, and responding to comments instead of serving customers.
Trying to juggle social media while running your business drains your energy and steals focus from tasks only you can do, like product development or client service.
How to Fix It: Delegate tasks. Outsourcing doesn’t mean losing your voice. It means freeing up time to focus on your strengths while trusted experts amplify your message.
You can hire a social media manager, a digital marketing agency, or a video editor. Either way, outsourcing tasks can improve your results and your sanity.
Final Thoughts
You don’t need to be perfect on social media, but having a clear plan can make all the difference. By avoiding these common mistakes, you can save time, enhance your online presence, and attract the right clients.
Feeling stuck or overwhelmed by your social media? Book a free consultation today, and we’ll help you build a strategy that aligns with your business goals without the guesswork.
