Running a small or medium business in South Africa takes guts, hustle, and no small amount of patience. But even the most driven entrepreneurs can struggle when it comes to marketing. At MSJ Marketing, we’ve worked with all kinds of businesses across South Africa, and we often see the same mistakes holding them back.
Here are the top 10 marketing mistakes South African SMEs make, and what you can do differently.
1. Skipping the Strategy
Too many businesses dive straight into social media or paid ads without any real plan. If you don’t know who you’re speaking to or what you want them to do, your marketing will end up scattered and ineffective.
What to do instead: Start with a clear goal, define your audience, and build a strategy around that. It doesn’t need to be complicated. It just needs to make sense.
2. Trying to Be Everywhere
Instagram, Facebook, TikTok, LinkedIn, email, blogging, YouTube… It’s easy to feel like you need to do it all. The truth is, you don’t.
What to do instead: Focus on the platforms where your audience actually spends time. It’s better to do two channels well than five poorly.
3. Ignoring Your Website
A Facebook page is not a website. If your site looks outdated, loads slowly, or isn’t mobile-friendly, you’re losing potential clients before they even contact you.
Fix it: Invest in a clean, simple site that clearly explains who you are, what you offer, and how people can reach you.
4. Overlooking Local SEO
If you want to show up when someone in your area searches for your service, local SEO is key. But most SMEs don’t even have a Google Business Profile, or if they do, it’s not properly set up.
Start here: Claim your profile, update your info, and ask your happy customers to leave reviews.
5. Being Inconsistent
One week it’s three posts a day. The next, nothing for a month. This kind of inconsistency makes your business look inactive or unreliable.
The solution: Create a simple posting schedule and stick to it. Even one solid post a week is better than random bursts of activity.
6. Talking Too Much About Yourself
Of course, you love your business. But your customers want to know how you’re solving their problems, not just what you do.
Flip the script: Talk about benefits, not just features. Show how your product or service fits into your customer’s life.
7. Not Tracking Results
If you’re spending money on ads or time on social media without checking what’s working, you’re flying blind.
Quick fix: Use tools like Facebook Insights or Google Analytics to see what’s getting clicks, likes, or sales. Then do more of that.
8. Using Bad Visuals
Low-quality logos, blurry photos, or stretched-out graphics can really hurt your credibility. People judge your brand by how it looks online.
Invest in good design: You don’t need a massive budget, just a clear, consistent visual identity.
9. Copying Competitors
Just because your competition is doing something doesn’t mean it’s working. Blindly copying their marketing can lead you in the wrong direction.
Find your voice: Stand out by being clear on your own brand values and message. Customers connect with authenticity.
10. Doing Everything Yourself
We get it. Budgets are tight. But trying to do all your marketing alone, especially if it’s not your strength, can cost more in the long run.
Know when to ask for help: Whether it’s branding, content, or campaigns, getting expert input can make a massive difference.
Final Thoughts
Marketing doesn’t need to be overwhelming or expensive. It just needs to be intentional. If you’ve made some of these mistakes, you’re not alone. The good news is that with a few small changes, you can start seeing better results.
At MSJ Marketing, we’re here to help South African SMEs build marketing that actually works. Whether you need a proper strategy, better content, or someone to take the pressure off your plate, we’ve got your back.
Let’s chat and take your marketing up a level.