7 Challenges that are Common for Small Businesses, both from a Marketing Standpoint and a Business Standpoint, and how to Work Through Them

One of the hardest challenges when starting a small business is consistency. Whether it’s following systems, doing marketing, or just making steady income… it’s tough.

When you’re a solopreneur or part of a small team, it’s a lot to keep all the pieces moving. You’re wearing every hat, trying to prioritize the right things just to keep your head above water. And yeah, it can feel overwhelming and frustrating.

As both a small business owner and a marketing company, we’ve lived this. We’ve been in the weeds of growing our own business while helping others grow theirs. And over time, we’ve noticed a few patterns, common pain points, and recurring roadblocks that come up, especially when it comes to marketing and growth.

So let’s walk through them together. I’ll share what we’ve learned and how to think through each challenge so you can start building more momentum.

1. Lack of Budget

When you’re just getting going, every dollar counts. You’re watching expenses like a hawk, and sometimes that means marketing or hiring help gets pushed to the back burner.

But having a small budget doesn’t mean your growth has to stall. It’s actually a chance to get creative and scrappy. Focus on the stuff that moves the needle. Outsource small tasks when you can. Use free platforms. Be resourceful.

I like to say: any opportunity for consistent income is also an opportunity to grow your business, your network, and your confidence. Don’t focus on what’s missing. Focus on what you can do right now to keep moving forward.

2. Small Marketing Teams

If you’re a small shop, marketing often ends up being one more thing on a very long list and it rarely feels urgent.

This is where building some simple systems can save your sanity. And it’s definitely not the time to play hero and try to do it all. If daily social media content isn’t realistic, go with three solid posts a week. Want to send a newsletter but don’t think you’ll keep up with monthly? Start with quarterly. Just start somewhere.

Consistency is more important than frequency. And once you have a system in place, you can hand it off. Chances are, someone else can run with it and probably do a better than you did. That frees you up to focus on the parts of the business only you can do.

3. Trying to Be a DIY Hero

If you’ve started a business, you know the grind. In the beginning, it’s all on your shoulders. You’re the CEO, the admin, the tech support, and the coffee runner.

Ready to hear something you already know? You can’t grow by doing everything yourself. Delegation isn’t just a luxury, it’s a leadership skill. The sooner you can start offloading the stuff that eats up your time or energy, the better.

Start small. Pick one task you don’t enjoy or that drains you. Get it off your plate. You’ll be surprised what a difference it makes.

4. Inconsistent or Sporadic Marketing

Have you heard of the feast or famine cycle? It goes like this:

• You market like crazy to generate business.

• You land clients and shift to fulfilling the work.

• Marketing takes a back seat.

• You wrap up projects and suddenly realize there’s no new work coming in.

• Panic mode. Start marketing like crazy again.
  

Sound familiar? I’ve lived this loop more than once. And every time I was in the middle of it, I swore it wouldn’t happen again, only to be stuck in it 3 months later.

The problem: All that momentum you built at the beginning drops off when you stop showing up. And rebuilding that traction takes time, and often twice as much energy as the first time to just get where you left off.

So how do you fix it? Start by getting real about what you can maintain. Build a system to keep the marketing engine running, even during busy seasons. Delegate if you can. Social platforms reward consistency. So does your audience.

5. Lack of Strategy

This one is huge. If your approach to marketing is "I'll do it when I can," you're probably spinning your wheels.

You need a plan. It doesn’t have to be fancy, but it does need to be clear and realistic. Two posts a week? Great. One newsletter a quarter? Perfect. Just stick to something you can actually maintain.

Life will happen. You’ll hit busy seasons. But don’t throw out the whole plan because of a rough patch. Adjust and keep going. Progress is messy—and that’s okay.

6. Lack of Clarity on Who You Help

If you don’t know who you’re trying to reach, your marketing won’t land. Simple as that.

Every successful business solves a specific problem. The clearer you are about who you serve and how you help, the easier everything becomes: your content, your offers, your client conversations.

You don’t have to know it all on day one. This is something that gets clearer over time. Pay attention to the people you love working with and who gets the best results from your services. That’s your lane.

7. Limited Availability of Content

Creating content consistently is a grind, and I get it. It's hard when your plate is already full.

But the truth is, if you want to show up online, you need stuff to share. Templates, recording sessions, repurposed blogs…it all helps. Schedule time for content each week. Make it part of your routine.

It might take a few months to build a content library that works for you, but it’s worth it. Keep it simple. Do what you can. And give yourself grace while you figure it out.

Final Thoughts

If any of this hits close to home, you’re not alone. These are challenges nearly every small business owner runs into. The good news? You can absolutely work through them with the right mindset, some systems, and maybe a little help along the way.

At Goldbear Media, we believe strategy is what makes the difference between spinning your wheels and building real momentum. If you’re feeling stuck or unsure about your marketing plan, let’s talk. We can help you figure out what to focus on, how to stay consistent, and how to build a strategy that fits your business.

If you’re ready to start building a marketing engine that works, reach out to Goldbear Media. Let’s build a strategy that actually works for you.