Running a small business in a rural area comes with charm, community, and countryside challenges. While word-of-mouth may still matter, it’s no longer enough. At Escape the Village, we support rural and local entrepreneurs with realistic, effective strategies, because even the smallest hamlet deserves big marketing results. There are a number of marketing mistakes that we commonly see though which can hurt your business so lets look at how you can avoid them.
10 Common Marketing Mistakes Rural, Local or Small Businesses
1. Relying Solely on Word of Mouth
The Mistake:
Many business owners lean heavily on personal recommendations and word-of-mouth to generate business. While this can be powerful, it’s also limiting.
Why It Hurts:
Rural populations are smaller, so your potential audience is already capped. Relying on a small local circle means missing out on new customers from nearby towns, tourists, or people searching online.
How to Avoid It:
Turn those offline recommendations into online ones. Ask happy customers to leave Google reviews or share your social media pages. Build a basic website with contact details, services, and photos. That way, when someone searches “farm café near Chippenham,” they can actually find you.
2. Ignoring Local SEO
The Mistake:
Many businesses don’t optimize for search engines — especially local ones.
Why It Hurts:
If someone searches “pet-friendly B&B Wiltshire” or “local honey near me,” your business won’t show unless your online presence is SEO-optimised.
How to Avoid It:
Include your town, village, and county name in your website content and page titles. Claim your Google Business Profile, add high-quality photos, and keep your opening hours up to date. Add local directions or landmarks (“opposite the village hall”) to your website and listings.
3. Not Having a Website, Or Having an Out of Date One
The Mistake:
Thinking social media alone is enough or building a DIY site that confuses visitors.
Why It Hurts:
Social media platforms can disappear or change their algorithms at any time. A confusing website — slow, not mobile-friendly, or with outdated info — turns people away.
How to Avoid It:
Invest in a clean, mobile-responsive site that clearly states what you offer, how people can contact you, where you are, and when you’re open. For bonus points, add an FAQ page, testimonials, and a blog with updates or news.
4. Not Telling Your Story
The Mistake:
Thinking your rural life isn’t interesting — or worse, hiding it because you think it sounds “small-time.”
Why It Hurts:
Today’s customers crave connection. Rural businesses have charm and authenticity in spades — don’t waste that competitive advantage.
How to Avoid It:
Share your story. How did your business start? What’s your daily routine? What do you love about living and working rurally? Photos and short videos go a long way — especially with younger audiences who value transparency and values-driven buying.
5. Inconsistent Social Media Posting
The Mistake:
Posting only when you remember or have something to say, with long gaps in between.
Why It Hurts:
Algorithms (and audiences) favour consistency. If you’re silent for weeks, people forget you exist. Worse, they might think you’ve closed down.
How to Avoid It:
Create a simple content calendar. Schedule 1–3 posts a week to start, mixing behind-the-scenes shots, products/services, reviews, and community engagement. Use free tools like Meta Business Suite or Canva’s content planner.
6. Assuming Your Customers Aren’t Online
The Mistake:
Believing that older or rural customers don’t use the internet.
Why It Hurts:
It leads to a lack of investment in digital tools that could grow your business.
How to Avoid It:
Know this: internet use in rural areas is growing fast, and even older demographics are shopping, booking, and researching online. Even if they don’t buy online, they’ll check your opening times or look at photos before visiting.
7. Using Too Much Jargon
The Mistake:
Trying to sound “professional” by using complex language or industry-specific terms.
Why It Hurts:
Your potential customers may not understand what you do — or worse, feel alienated and go elsewhere.
How to Avoid It:
Write like a human. Use plain, friendly language. Explain terms or processes simply. Instead of “bespoke sustainable heritage garment manufacturing,” try “handmade clothes made locally, using eco-friendly materials.”
8. Not Claiming or Updating Your Google Business Profile
The Mistake:
Not managing your free Google listing — or letting it show the wrong info.
Why It Hurts:
Your Google Business Profile is often the first thing people see when they search your business name or type of service. An unclaimed or outdated profile kills trust instantly.
How to Avoid It:
Claim your listing, upload good photos, update opening hours (especially around holidays), and respond to reviews. Ask regulars or loyal customers to leave a review — it boosts your visibility and trustworthiness.
9. Not Tracking What’s Working
The Mistake:
Posting or advertising blindly without checking if anything is working.
Why It Hurts:
You waste time (and sometimes money) on strategies that aren’t bringing in results.
How to Avoid It:
Use free analytics tools like Google Analytics, Google Search Console, or social media insights. Track which pages get traffic, which posts get engagement, and what drives real enquiries. Focus more energy on what works and ditch what doesn’t.
10. Trying to Do Everything Yourself
The Mistake:
Thinking you have to be the website builder, photographer, copywriter, social media manager, and customer service rep all in one.
Why It Hurts:
You risk burnout — and poor results if you don’t have the time or expertise for marketing tasks.
How to Avoid It:
Outsource where you can. This doesn’t have to mean huge expense — even getting help for a few hours a month makes a difference. Escape the Village offers affordable support packages designed specifically for rural businesses. We understand your audience, your setting, and your challenges — and we speak your language.
Final Word on Marketing Mistakes
Business marketing doesn’t need to be complicated or expensive. By avoiding these ten common marketing mistakes, you’ll stand out in your community and beyond.
Want help getting started, or just need a bit of marketing hand-holding? Let Escape the Village be your guide. We specialise in small business tips that work in the real world, with services tailored for rural entrepreneurs just like you. Contact us today to find out how we can help your business grow.
Over the last thirty years Elizabeth has start up and run a number of successful businesses in a variety of industries including events management, restaurant, webdesign, business training and gardening! This has led to extensive knowledge of business startup, management and marketing.
She is also a qualified and experienced business and life coach with a passion for supporting small business owners. In addition to all of this she is an experienced and qualified further education lecturer, having taught face to face courses and workshops across England, as well as a range of online courses in a range of business and marketing topics .