Sep 23, 2026 · 36 min · 9 segments
Rosie di Lecce has worked with global brands and budgets to match. However, what genuinely excites her is watching a small business win its first award. Rosie, founder of the award winning agency Saia…
Debbie GilbertHost
yeah i mean you help businesses turn a bit of a scattergun approach into a focus strategy so what are the common mistakes that you find businesses are making because i'm guessing you're picking up these mistakes further down the line when they've probably been going for some time so what are the common mistakes that you see them making
Number one is strategy, which is a big reason why we do what we do, right? There are a lot of businesses that don't really think marketing equals something strategic, whatever that might be, but they don't really think about it that way.
And of course, there is an element, as you know, that'd be right to that in terms of marketing needs to be tried and tested and trialed, but it needs to start with a strategy.
So the first mistake that I see, especially small businesses, starting businesses just make over and over is they don't have a strategy.
They never thought about a marketing strategy and they don't know where to go from there.
I would say number two is the lack of planning, which is of course connected to the lack of strategy, right? If you don't have a strategy, it becomes much harder to be able to plan for your business and plan your activities and plan your campaigns and plan what needs to be done.
And this is something I think is a bit of a mindset shift that a lot of business owners need to make, that marketing should not be just an expense.
But only if you have a strategy and a plan, then you can really see that ROI and you can make your marketing work for you.
And then the third one is connected to what I was talking about in terms of the visibility.
you know that there is a whole world of marketing that does not happen online and they just forget about that so especially as a starting business or is it you know somebody that maybe is not very familiar with marketing they will just look at social media there's so much more that can be done other than social media online and again offline especially so I think these are the three mistakes that I see over and over doesn't matter really where a business is in their journey
You've had your own business for 10 years and you worked in marketing before that.
yeah i mean you help businesses turn a bit of a scattergun approach into a focus strategy so what are the common mistakes that you find businesses are making because i'm guessing you're picking up these mistakes further down the line when they've probably been going for some time so what are the common mistakes that you see them making
Number one is strategy, which is a big reason why we do what we do, right? There are a lot of businesses that don't really think marketing equals something strategic, whatever that might be, but they don't really think about it that way.
And of course, there is an element, as you know, that'd be right to that in terms of marketing needs to be tried and tested and trialed, but it needs to start with a strategy.
So the first mistake that I see, especially small businesses, starting businesses just make over and over is they don't have a strategy.
They never thought about a marketing strategy and they don't know where to go from there.
I would say number two is the lack of planning, which is of course connected to the lack of strategy, right? If you don't have a strategy, it becomes much harder to be able to plan for your business and plan your activities and plan your campaigns and plan what needs to be done.
And this is something I think is a bit of a mindset shift that a lot of business owners need to make, that marketing should not be just an expense.
But only if you have a strategy and a plan, then you can really see that ROI and you can make your marketing work for you.
And then the third one is connected to what I was talking about in terms of the visibility.
you know that there is a whole world of marketing that does not happen online and they just forget about that so especially as a starting business or is it you know somebody that maybe is not very familiar with marketing they will just look at social media there's so much more that can be done other than social media online and again offline especially so I think these are the three mistakes that I see over and over doesn't matter really where a business is in their journey
You've had your own business for 10 years and you worked in marketing before that.
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