Taking your business online? 5 Marketing Mistakes That Will Cost You Sales

Getting your business online can feel exciting… and a little overwhelming. There are so many platforms, tools, and strategies being thrown around that it’s easy to end up spinning your wheels, trying a bit of everything and not really seeing the results you hoped for.

The good news is: you don’t need to do everything all at once, and you certainly don’t need to waste money learning the hard way. Most early marketing mistakes are completely avoidable once you know what to look out for.

Here are five common pitfalls small business owners fall into when trying to get their first sales or leads online — and how you can avoid them.

1. Running Ads Before the Foundations Are Ready

It’s tempting to think that ads will give you an instant boost. But the reality is, ads don’t fix gaps in your marketing — they magnify them.

If your website, offer, or customer journey isn’t ready yet, ads often lead to:

  • Lots of clicks but no sales

  • Confused visitors who leave quickly

  • Budgets disappearing without results

👉 Avoid it: Take time to get your basic marketing foundations in place first. Make sure your branding is consistent, your offer is clear, and your website or funnel works smoothly from start to finish. Once those pieces are solid, ads can become a powerful amplifier rather than a costly shortcut.

2. Trying to Be Everywhere at Once

When you’re starting out, it’s natural to want to “be visible” — but trying to show up on every platform at the same time usually leads to burnout and scattered results.

👉 Avoid it: Pick one or two platforms where your ideal customers actually spend time and focus on showing up there consistently. When you keep things simple, it’s much easier to build momentum without feeling overwhelmed.

3. Overlooking the Customer Journey

One of the biggest reasons people struggle to get sales online is that their marketing has no clear path. They post here and there, maybe run the odd promotion, but they’re not guiding potential customers through a journey that builds trust and leads naturally to a purchase.

👉 Avoid it: Think about how someone goes from not knowing you to feeling confident enough to buy. A simple journey looks like this:

  • Awareness → They discover you (through content, social media, referrals, or ads).

  • Consideration → They see more of your content, get to know your style, and start to trust you.

  • Conversion → They buy, sign up, or enquire.

  • Loyalty → They stick around, buy again, and refer others.

When you build this journey intentionally, your marketing starts to work for you — not against you.

4. Neglecting Email Marketing

Many people rely entirely on social media at the beginning — but email is where real connections (and sales) often happen. Algorithms change, but your email list is yours. It’s also one of the most cost-effective ways to nurture relationships and build trust.

👉 Avoid it: Start collecting emails early, even if your list is small.

  • Send a simple welcome email when someone signs up.

  • Follow up with a few helpful messages that offer tips, insights, or stories related to what you sell.

  • For customers, send onboarding emails, updates, or exclusive offers.

This doesn’t have to be fancy — even a handful of well-thought-out emails can build real momentum.

5. Focusing on the Wrong Numbers

It’s easy to fall into the trap of chasing likes, followers, or views — especially when you’re starting out. But those numbers don’t necessarily translate into customers.

👉 Avoid it: Track a small set of meaningful numbers that actually show progress, such as:

  • Website visits or traffic to your key pages

  • Email sign-ups

  • Enquiries or sales

  • Repeat customers

When you focus on the numbers that matter, you’ll know where to put your energy — and you’ll see progress much faster.

Wrapping It Up

Getting your first sales or leads online doesn’t have to feel overwhelming. By avoiding these common mistakes, you’ll set yourself up for steady, sustainable growth — without wasting time, energy, or money.

Start with the basics: get your foundations in place, focus on a couple of key platforms, build trust through a simple journey, nurture your audience, and pay attention to the right metrics.

Do that consistently, and you’ll be miles ahead of most businesses trying to figure it all out.

👉 If this resonated, check out my other blogs for simple, practical strategies to build your business online with confidence.