Most small business owners do not start or buy a business because they were interested in becoming marketing geniuses. Yet marketing is a critical success factor for any business, small or otherwise. And it's easy to take a wrong turn where marketing is concerned.
Recently we spoke to Mark Montini, Chief Results Officer for m2M Strategies, a franchise marketing firm, about the biggest mistakes most new small business owners make. Known for his ability to architect fully-integrated distributed marketing programs, Mark has helped franchises, Fortune 500 companies, startups, non-profits, and even political organizations increase revenue. His work has been featured in newspapers across the country including the New York Times, Washington Post, and USA Today.
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Mark Montini, m2M Strategies[/caption]
"Small businesses can eliminate a lot of frustration by addressing the common marketing mistakes I see on a frequent basis," says Montini. "Those mistakes are usually centered around focus - on the wrong data, the wrong tactics and even the wrong message."
Montini says there are three primary marketing mistakes that can cause failure for any small business right from the start.
1. Focusing on the wrong metrics
