Another common small business marketing mistake is to focus your marketing efforts on the wrong target market. This can happen when the buyer personas you’ve developed target people that aren’t interested in your product or service.

This is why it’s important to look at your existing and past customers to get an understanding of who likes your business when developing your buyer personas.

Unlike having no target market, targeting the wrong market can cost you money because you’re dedicating your marketing budget to campaigns that aren’t bringing any returns.