Brand Design Masters Podcast

10 Mistakes Small Businesses Will Make This Year
EP 155 Brand Design Masters Podcast

Philip VanDusen:
Hey there, everyone! If you're a small business owner OR an agency or freelancer that has small businesses as clients...this video is going to save you a lot of heartache and - probably, money. It MAY even save your business entirely!

Today, we’re diving into something you need to hear before it’s too late: THE TOP 10 MISTAKES SMALL BUSINESSES WILL MAKE THIS YEAR. These aren’t just random issues—they’re the kinds of pitfalls that can hold you back from growing your business, building your brand, and staying competitive in a rapidly changing world. So let’s jump right in.

First up, NUMBER ONE: IGNORING A.I. AND AUTOMATION TOOLS I know, I know. AI can feel overwhelming, we're all surfing - or being pulled under by a huge A.I. tsunami right now. But here’s the thing: the businesses that don’t start experimenting and integrating AI into their business processes for efficiency and scalability are going to get left in the dust.

It’s not just about flashy tools or hopping on the latest trend; it’s about using AI to streamline processes, analyze customer behavior, and even automate repetitive tasks like email marketing or data entry.

Think about it: if your competitors are using AI to respond to customers faster, predict trends, and optimize their operations while you’re still doing everything manually, who’s going to win that race? Exactly. AI isn’t the future—it’s the present, and you need to embrace it.

Now, let’s talk about mistake NUMBER 2: NEGLECTING A MOBILE-FIRST STRATEGY. Quick question: when was the last time you used your phone to look something up? Probably within the last hour, right? Your customers are doing the same thing. In fact, most online traffic now comes from mobile devices.

If your website isn’t optimized for mobile—if it’s clunky, hard to navigate, or slow to load—and I am CONSTANTLY SHOKED by how many small business websites look like crap on mobile - then you’re losing potential customers before they even see what you have to offer.

It’s 2025, folks. A mobile-first strategy isn’t optional; it’s the baseline. Make sure your website looks great on a phone, loads quickly, and makes it easy for people to find what they’re looking for—whether that’s your product, your contact info, or a way to buy directly from their device.

Alright, mistake NUMBER 3 hits close to home for anyone in marketing: FAILING TO PERSONALIZE MARKETING CAMPAIGNS. The days of blasting the same message to everyone are long gone. Your audience wants to feel like you get them.

If you’re not tailoring your marketing to different customer segments—based on their interests, behaviors, or purchase history—you’re leaving money on the table.

What? You say you don't know WHAT your customers interests are? Do this: Send an email to your subscribers with a product or service list and ask them to click one to learn more about it - or to get a free download. Set up your email platform to tag each subscriber who clicks a link. It's literally that simple. And it's INSANE how many companies are not doing this one simple thing.

Personalized campaigns are proven to drive higher engagement and conversion rates. Think about it: doesn’t it feel better when you get an email or ad that actually speaks to your needs instead of some generic message? Invest in tools and strategies that help you segment your audience and deliver content that feels like it was made just for them.

Let’s move on to mistake NUMBER 4: RELYING TOO MUCH ON ORGANIC SOCIAL MEDIA. Don’t get me wrong; organic content and in-bound marketing is important for building relationships and sharing your brand story. But if that’s your only strategy, you’re playing "the slow game".

Organic reach has been declining for years on platforms like Facebook and Instagram, and it’s not bouncing back anytime soon. The smart move? Invest in paid advertising to reach new audiences and amplify your best content. And don’t put all your eggs in one basket. Diversify your efforts across platforms—social, email, SEO—so you’re not overly dependent on one channel that could change its algorithm tomorrow.

Just think of all the brands that have put 100% of their marketing eggs into the TikTok basket! I wouldn't want to be them right now.

Now, mistake NUMBER 5 is a biggie: SKIPPING VIDEO CONTENT MARKETING. Video isn’t just “nice to have” anymore; it’s essential. People love video because it’s engaging, easy to consume, and often more authentic than other types of content.

Side note: I have a great video on how to optimize video for LinkedIn coming out soon that you have to check out.

Whether it’s short-form videos on YouTube or Instagram Reels, live streams, or video tutorials hosted on your own website, video content can help you connect with your audience in a way that’s hard to match with static images or text alone.

In fact it's been proven that landing pages that lead with a video convert 2x as well a static landing pages...you can take THAT fact right to the bank!

And here’s a little secret: you don’t need a fancy setup to get started. Your smartphone and a GOOD IDEA are enough to create impactful content that gets views, shares, and conversions. In many cases, the LESS produced or "professional looking" a video is - the more people can identify with it.

Mistake NUMBER 6 is UNDERESTIMATING CUSTOMER RETENTION. I get it—acquiring new customers is exciting. But focusing only on new leads while neglecting your existing customers is a rookie mistake. The truth is: it’s MUCH cheaper to KEEP a current customer than to acquire a new one.

Plus, happy customers are more likely to refer others, leave positive reviews, and become repeat buyers. So, how do you improve retention?

Provide exceptional customer service, reward loyalty, and keep the relationship going even after the sale. Don’t treat your customers like transactions; treat them like long-term partners in your success.

Speaking of relationships, mistake NUMBER 7 is FAILING TO SHARE AUTHENTIC CUSTOMER STORIES. We live in a world where trust is everything. If you’re not highlighting real stories from your customers—how your product or service has helped them, the problems you’ve solved—you’re missing a huge opportunity to build credibility.

Testimonials, case studies, user-generated content—these are all gold for showing potential customers that you’re the real deal. And here’s the thing: authenticity matters. People can smell fake reviews or overly polished stories from a mile away. Just like I said in #5 about video content, you want to 'keep it real', and your audience will thank you for it.

Let’s shift gears to branding: Mistake NUMBER 8: A LACK OF CLEAR BRAND IDENTITY AND VOICE. Consistency is key when it comes to branding. If your messaging and visuals are all over the place, you’re going to confuse your audience and lose their trust. This is especially important as businesses start using AI tools to create content.

If your brand voice isn’t clearly defined, how will AI know how to represent you? Take the time to establish your brand’s personality, tone, and values. Make sure your visuals—logos, colors, fonts—are consistent across all platforms. A strong, cohesive brand identity isn’t just nice to have; it’s essential for standing out in a crowded market.

Mistake NUMBER 9 is a classic: RELYING ON GUT FEELINGS OVER ANALYTICS. I get it; intuition is valuable. But if you’re not using data to inform your decisions, you’re flying blind. Analytics can tell you what’s working and what’s not, whether it’s your website traffic, email open rates, or ad performance.

The best part? Tools like Google Analytics, social media platform analytics and insights, and CRM platforms make it easier than ever to gather and interpret data than ever before. Don’t be afraid of the numbers. You've got to EMBRACE them, and use them to make smarter, more effective decisions for your business.

Finally, we’ve got mistake NUMBER 10: AVOIDING COLLABORATIONS AND PARTNERSHIPS. Look, no business is an island. Partnering with complementary businesses can open up new opportunities, expand your reach, and even save you money.

Whether it’s a co-marketing campaign, a joint event, or simply sharing resources, collaboration is a win-win. Don’t let ego, or fear of competition, hold you back. There’s enough success to go around, and working together often makes you stronger than going it alone.

So there you have it—the 10 mistakes small businesses will make this year if they’re not careful. Avoiding these pitfalls isn’t just about surviving; it’s about thriving in a fast-paced, competitive world. But, the good news is that with a little foresight and effort, you can stay ahead of the curve.

So that's it! Thanks for watching, and if you found this helpful, maybe even share this with someone who needs to hear it.

So stay creative - and I'll see you next time!