5 small marketing mistakes that will hurt your business big time, according to a former Google exec turned entrepreneur

• Cami Galles is an ex-Google exec turned entrepreneur and digital marketer.
• While saving your business money is smart, she says cutting corners may hurt more in the long run.
• Hire experts to manage social media platforms that you don't know well, and don't miss out on the power of video.

Ecommerce revenue was up 44% year over year in 2020. With $861.12 billion spent during a pandemic, there are plenty of customers out there ready to buy. However, this means that standing out online is harder than ever. Thankfully, you can increase your visibility, traffic, and profit by avoiding these five small marketing mistakes.

1. Not creating video

By 2022, it's predicted that 82% of all internet traffic will be video. So, when you shy away from the camera, you're cutting out a major source of cash. Here's how video instantly impacts your revenue:

• Video is fast: You communicate so much more information via video than text. A whole sales page can be conveyed in about a two minute video, and asking for two minutes of your audience's time is a much easier ask than giving them pages of copy. When customers feel like they know your brand, they're more likely to buy.
• Video uses the senses: Whether your audience prefers learning through images, text, or audio, video uses them all. They can read the captions, or also listen to the video while multitasking. If a customer wants the complete experience, they can just watch the video. This engages your audience and a deeply engaged audience is a client base that's a lot more ready to reach for their wallets.

2. Not using your built-in sales team

No matter the size of your business, you likely have a sales team you're not using - your customers! Nothing works better than personal recommendations.

To put this to work, ask for testimonials from satisfied customers. Send out a simple form after purchase and ask for feedback. Start with questions that emphasize their positive experience and end with consent to use this feedback as a testimonial. Then, put those glowing reviews on your home page, product page, sales page, social media, and newsletters.

3. Not showing your face

People want to connect with people, not businesses. When you hide behind your brand, you're missing a big opportunity for connection. As a founder and business owner, you are a vital part of the brand and people want to see you.

That doesn't mean you have to have professional hair and makeup or hire a camera crew. Using a smartphone camera with some basic lighting is more than enough to get started.

You don't need to be perfect. By showing up as a real, authentic person on camera, you'll connect with your audience in a new (and profitable) way.

4. Fuzzy metrics and measurements

If you're not keeping track of goals and performance, how do you really know what's working? Staring at a bunch of cold numbers can be tough, but it's the only way to track progress.

Here are a few key performance indicators you should put into play:

• Revenue: Sales and any money coming in
• Conversions: Sign ups and clicks
• Engagement: Time on page, shares, comments, and replays

5. Not hiring experts

Social media changes all the time and it can feel hard to keep up, but "not knowing how to use TikTok" isn't an excuse anymore. You have to use the leading marketing platforms if you want to stand out from the pack.

A DIY approach will save you a bit of money in the short term, but it'll cost you your most precious asset - time. While you're adapting to a new platform, making a website, and learning TikTok dances, an expert could come in and do the job right in less than half the time.

These marketing mistakes are easy to fix and once you do, you'll see your revenue soar! So get out the camera, gather those testimonials, and get an expert on the phone so that you can have your best month yet.

Cami Galles is an ex-Google executive turned entrepreneur with over 15+years of experience spanning music, digital marketing, and real estate. Learn more on her website.