The Top 5 Marketing Mistakes NZ Small Businesses Make (And How to Avoid Them).
These are the traps most small businesses fall into (and how you can avoid them).
1. Trying to Be Everywhere (and Burning Out)
The Mistake:
Many small businesses think they need to be on every social media platform (Facebook, Instagram, TikTok, YouTube, LinkedIn…) but spreading yourself thin leads to burnout and inconsistent results.
How to Avoid It:
Pick 2 maybe 3 platforms where your audience actually hangs out (Instagram for lifestyle and LinkedIn for B2B), and show up consistently. Quality beats quantity every time.
Tip: You can repurpose content across platforms later. For now, just start with what you can manage well.
2. Spending on Ads With No Plan
The Mistake:
Boosting random posts or launching Google Ads without a clear objective is like fishing without bait. You might get clicks, but no customers.
How to Avoid It:
Before you spend a cent, ask:
Who am I targeting?
What action do I want them to take?
What’s my offer?
Start small with test campaigns and track results using UTM links or simple conversion tools.
3. Ignoring SEO (and Hoping for the Best)
The Mistake:
Many small Kiwi businesses treat SEO like an afterthought. But if your website doesn’t show up in Google, you’re missing out on free traffic.
How to Avoid It:
Make sure your Google Business Profile is fully set up (and updated).
Use keywords and phrases that your audience is searching.
Regularly update your website with helpful, keyword-rich content (like blog posts or FAQs).
Start simple: Answer the questions your customers ask you in blog posts.
4. Not Building an Email List
The Mistake:
Relying 100% on social media means you don’t own your audience. Algorithms change. Accounts get hacked. Visibility drops.
How to Avoid It:
Start collecting emails now! Even just names and emails from sales or competitions (ethically of course). Then send:
Updates
Special offers
Behind-the-scenes content
Tips your audience will appreciate
Use a tool like Mailchimp to get started. Offer a discount or a helpful guide to encourage signups.
5. Forgetting About Branding and Consistency
The Mistake:
Inconsistent logos, mixed messaging, and unclear branding make you look less professional, especially in a crowded market.
How to Avoid It:
Have a clear voice and tone. You can tailor the voice to the platform (ie. LinkedIn may be more professional than TikTok) but keep your messaging the same.
Use consistent colours, fonts, and imagery
Tell a clear story about who you are and what you offer.
Creating a simple brand guide, even just a 1-pager, goes a long way.
Marketing doesn’t have to be expensive or overwhelming.
You don’t need a massive budget, a full-time team, or a hundred different tools to make it work. What you do need is clarity, a plan that focuses your time and effort on what actually drives results.
By simply avoiding the five mistakes above, you’re already ahead of the game. You’ll stop wasting money on guesswork, avoid the trap of “spray and pray” marketing, and free up time to focus on what matters: growing your business, serving your customers, and doing the work you love.
Small, consistent action with the right strategy will always outperform big, messy effort with no direction.
Need a Hand?
If you’re ready to stop guessing and start growing, let’s chat.
At Lasso & Lead, I build smart marketing strategies for small businesses across New Zealand (without the fluff or big-agency price tags).
Flick me a message and let’s get started.
