Running a business in Fort Myers means you’re constantly juggling customer service, sales, operations, and—of course—marketing. But here’s the truth: even the hardest-working business owners often waste time and money on marketing strategies that don’t actually help them grow.

Avoiding these common mistakes can mean the difference between struggling for every new customer and having a steady flow of leads walking through your door. Here are the top five marketing mistakes small business owners in Fort Myers should avoid this year, along with what to do instead.

1. Ignoring Your Google Business Profile

One of the biggest mistakes local businesses make is failing to claim, update, and optimize their Google Business Profile. This free tool is what shows up when someone searches for your business or for services in Fort Myers.

If you haven’t updated your profile, you could be showing old hours, missing photos, or even outdated contact information. Worse, if you don’t have reviews, customers are more likely to choose a competitor who does.

What to do instead:

• Claim your Google Business Profile and fully fill it out.

• Add fresh photos regularly, especially of your storefront, team, or products.

• Encourage happy customers to leave reviews, then respond to them to show you care.

Think of your profile as the digital front door to your business. If it looks neglected, people may assume your business is too.

2. Spending Too Much on “Spray and Pray” Advertising

It’s tempting to boost a Facebook post or run an ad in the local paper without much thought. The problem is these types of “spray and pray” ads usually don’t target the right people, and you end up wasting money.

In Fort Myers, your marketing should be focused on reaching the households most likely to use your business. Broad, unfocused ads eat up your budget without delivering results.

What to do instead:
Look for targeted, affordable strategies like the Fort Myers Local Spotlight postcard. With shared direct mail, you split costs with other businesses but still reach thousands of households. So far, 5,000 postcards have already been sent in Fort Myers, giving local businesses an affordable way to get their name in front of every resident.

3. Overlooking the Power of Partnerships

Too many small business owners in Fort Myers try to do everything alone. They spend money competing with other local businesses instead of collaborating with them.

What to do instead:
Partner with complementary businesses. For example:

• A landscaper could partner with a pool company.

• A boutique could partner with a hair salon.

• A coffee shop could partner with a local bakery.

Together, you can run cross-promotions, bundle offers, or simply share each other’s flyers. It costs almost nothing, but it doubles your reach.

4. Not Tracking Results

Another huge mistake is not knowing whether your marketing is working. Many Fort Myers business owners keep spending on ads or sponsorships without ever checking if they actually bring in new customers.

What to do instead:
Set up simple tracking. This could be as easy as asking every new customer, “How did you hear about us?” or using unique coupon codes to measure response. With tools like the Fort Myers Local Spotlight postcard, you can measure results quickly since customers bring the physical card into your business.

When you track results, you know what’s worth repeating—and what to stop wasting money on.

5. Failing to Stay Consistent

Finally, many business owners in Fort Myers give up too soon. They try one marketing strategy for a month, don’t see immediate results, and move on to something else. That inconsistency keeps them from building momentum.

What to do instead:
Pick a few affordable strategies and stick with them. Whether it’s monthly postcards, regular email marketing, or social media engagement, consistency builds trust and recognition. Customers are more likely to buy from businesses they’ve seen multiple times, not just once.

Final Thoughts

Marketing in Fort Myers doesn’t have to be complicated, but it does require avoiding these five common mistakes. Keep your Google profile updated, stop wasting money on unfocused ads, collaborate with other businesses, track your results, and stay consistent.

By sidestepping these traps, you’ll build a stronger reputation, earn more local customers, and create a business that stands out in Fort Myers.

Ready to grow without making these mistakes? Contact Sonya Zaleski today at 2394165656 or info@shinelocal.biz. You can also visit https://shinelocalbiz.com to learn how the Fort Myers Local Spotlight postcard can help your business reach thousands of residents this year.