Starting to market your business can feel like stepping into uncharted territory. There’s excitement, potential, and a whole lot of ideas swirling around. But if you’re not careful, it’s easy to get caught up in activities that seem important but end up wasting precious time. I’ve seen this happen time and time again with new businesses here in Eswatini, and it’s something I’m passionate about helping my clients avoid. Here are the three biggest time wasters when starting to market your business—and how to steer clear of them.
1. Trying to Be Everywhere at Once
One of the most common mistakes I see is businesses trying to be on every platform, in every space, all at once. The idea is understandable—you want to reach as many people as possible. But the reality? It’s overwhelming, and it’s often a waste of time.
When you spread yourself too thin, you end up doing a lot of things poorly instead of a few things really well. In Eswatini, where the market is relatively small but highly connected, it’s more effective to focus on where your audience actually spends their time. Instead of juggling five social media accounts, pick one or two that align with your target audience and really master those. Quality over quantity is key.
2. Overthinking Every Detail
Perfectionism can be a killer when it comes to marketing. I’ve worked with clients who spent months agonizing over the perfect logo, the perfect tagline, the perfect everything before even launching their business. While it’s important to put thought into your brand, overthinking can lead to paralysis by analysis.
In a market like ours, it’s more important to start getting your name out there than to wait until every little detail is perfect. Remember, your brand will evolve over time, and that’s okay. Don’t let the pursuit of perfection hold you back from making progress. Sometimes, you just need to launch and learn as you go. Trust me, your audience will forgive a few imperfections along the way.
3. Ignoring the Power of Analytics
Another big time-waster is ignoring the data. So many businesses put all their energy into creating content, running ads, and pushing out campaigns, but they never stop to analyze what’s actually working. Without paying attention to analytics, you’re essentially flying blind.
The beauty of marketing today is that we have access to so much data that can guide our decisions. Whether it’s social media insights, website traffic, or email open rates, these metrics give you a clear picture of what resonates with your audience and what doesn’t. Skipping this step means you’re wasting time on strategies that might not be effective. By regularly reviewing your analytics, you can refine your approach, focus on what works, and stop wasting time on what doesn’t.
Final Thoughts
Starting to market your business is an exciting journey, but it’s easy to get sidetracked by activities that don’t move the needle. By avoiding these common time wasters—trying to be everywhere at once, overthinking every detail, and ignoring analytics—you can focus on what truly matters: connecting with your audience, building your brand, and growing your business. Remember, marketing is a marathon, not a sprint. Stay focused, stay strategic, and you’ll see the results you’re aiming for.