4 Common Social Media Mistakes Small Businesses Make (And How To Fix Them)

Social media is one of the most powerful tools available to businesses today.

It has the ability to generate revenue, foster new connections, and even help us develop new skills. We’ve witnessed firsthand how social media can elevate a brand and transform it overnight.

Yet, despite its potential, many small businesses struggle to unlock that power.

In working with clients, we’ve noticed four common mistakes that keep them from reaching their full potential on social media. The good news? These mistakes are entirely avoidable.

Here’s how you can overcome these obstacles and turn your social media presence into a revenue-generating machine.

(1) Focusing Too Much on Sales

This is one of the most frequent reasons social media posts fall flat. Even if you’re offering something for free or without any deep commitment; if all you're doing is constantly asking people to "do something" (click, buy, visit, sign up), they’ll eventually tune you out.

Social media is meant to be social. Imagine how your target audience engages with the platform. They might be chatting with a friend, doom-scrolling before bed, or checking in for the latest political update. In these scenarios, do you think someone is ready to stop what they’re doing to engage with a call to action? Maybe, but only if we earn their attention.

Think of social media marketing as a networking event. You wouldn’t approach someone and immediately start pitching them—first, you'd ask questions, share stories, and find common ground. After making that connection, the conversation naturally turns toward how you can help each other. That’s how social media marketing should flow—meet your audience where they are and build a relationship from there.

This doesn’t mean you shouldn’t promote your product—you absolutely should, and often. However, you're leaving money on the table if you’re not also developing genuine emotional connections and using social media to do that.

(2) No Full-Funnel Approach

Not having a full marketing funnel is like leaving your windows open while the heat is on. You may feel occasional bursts of warmth, but it's ultimately a waste.

You may be working hard to keep revenue coming in, but without a proper marketing funnel in place, you’re seeing minimal returns for your efforts. Many businesses hit a wall when they grow to a certain size, realizing that what worked when they were smaller no longer produces the same results. This is usually when clients come to me—they’ve built up their brand, collected some data, and managed their marketing internally, but now they’ve reached a plateau.

The solution? Implement a sophisticated marketing funnel that attracts, nurtures, and converts leads at every stage. If you're unfamiliar with creating funnels or need help refining them, consider hiring a professional to map out a strategy that works for your business's size and goals.

You can learn more about building funnels here.

(3) Not Making the Audience the Hero

In today’s world of influencers and personal brands, it's easy to think that your face and story should be at the forefront of your social media messaging. While there’s value in personal branding, when you’re building a company brand—whether it’s the next Nike, Starbucks, or SKIMS—your focus should be less on you and more on your customers.

Why? Because people are inherently self-interested. We spend most of our days thinking about our own lives, so we'll only care about your brand if we can see ourselves in it.

To fix this, make your audience the hero of your brand’s story. Your content, imagery, and messaging should center around how your product or service benefits them. Place your customers at the heart of your narrative, and show them how your business can help them achieve their dreams.

A great example is Mucinex commercials: the hero isn’t the brand, but the everyday mom or dad battling a nasty cold who uses Mucinex to save the day.

Your brand should play the supporting role—the Obi-Wan to their Luke Skywalker, the guide who helps them reach their goals.

(4) Giving Up Too Soon

A few years ago, I attended a peer group meeting where the VP of Branding and Experience for a major hospital system shared their strategy for rebranding after COVID-19 challenges, such as patient surges, nurse shortages, and market competition.

How long would it take to complete their plan? Five years.

Yet, in the small business world, it's common for owners to pivot their entire social media strategy after just two or four weeks because it “isn’t working.” While agility is one of the advantages of being a small business, rushing to change course can be a costly mistake.

Successful content strategies take time to yield results. You need to give your social media campaigns time to build momentum. Ideally, plan for 3- to 6-month campaigns, focusing on a consistent offer and messaging. If you’re targeting multiple audiences or revenue streams, consider partnering with a marketing agency to manage and optimize simultaneous campaigns. Patience and perseverance will allow you to see the full impact of your efforts.

Conclusion

By avoiding these common social media mistakes, small businesses can position themselves to succeed in an increasingly competitive landscape. Social media isn’t just about selling—it’s about connecting, engaging, and telling your brand’s story in a way that resonates with your audience. If you’re ready to elevate your social media strategy, it might be time to focus on building relationships, investing in long-term planning, and keeping your audience at the center of it all.