3 Common Marketing Mistakes Nonprofits and Small Businesses Should Stop Making
Let’s Talk About the Marketing Habits You Think Are Working (But Aren’t)
If you’ve ever slapped a QR code on your event flyer that you posted online, dropped a link into your Instagram caption, or ghosted your audience for a few weeks because life got chaotic, this post is for you.
And I say that with love.
Because I’ve been there.
And because I see it every single week when I’m coaching nonprofit and small business clients through their marketing strategy.
Let’s break down three common marketing mistakes that are quietly undermining your efforts, and talk about what to do instead.
1. Using QR Codes on Digital Materials
QR codes can be helpful, but in exactly one scenario only: when you’re holding something physical in your hand and want to easily scan it to go digital.
But if you’re sending out a digital graphic or sharing a digital post — especially on social media — your audience is likely already on their phone. Scanning your phone with your phone isn’t possible.
Instead, do this:
Include a clickable link. On Instagram? Use your link in bio. On Facebook, LinkedIn, or email? Drop the actual link and make sure it works. If you’re using a visual, add the link in the caption or text, not just on the image.
2. Leaving Unclickable Links in Instagram Captions
We’ve all seen them: URLs sitting in an Instagram caption. But…
Instagram does not allow clickable links in captions.
So unless your audience is really motivated to copy/paste (they’re not), that link is a dead end.
Instead, do this:
Use a service like Linktree or create a landing page on your own site with easy buttons or links. Keep the link in your Instagram bio updated, and direct your audience to it with a clear CTA: “Link in bio,” “Tap our profile for details,” etc. Or, use one of those fancy tools that allows your audience to type “WHATEVER” in the comments and your account automatically sends them the link via DM.
3. Ghosting Your Audience
You finally post something—great.
Someone takes the time to comment—even better.
And then…silence. No reply. No like. No acknowledgement.
That’s what I mean by ghosting your audience. And it’s not just bad manners. It’s bad for your algorithm.
Instagram, LinkedIn, and Facebook all reward engagement. So when your audience shows up for you and you don’t show up back? The platforms take that as a sign your content isn’t worth amplifying.
Instead, do this:
Respond to comments. Like them. Say thank you. Ask a follow-up question. You don’t have to be glued to your phone 24/7, but even a little bit of interaction within the first 24 hours can go a long way in boosting your reach and building actual relationships with your audience.
Bottom Line
If any of these feel painfully familiar – welcome. You’re in good company.
But if you want your marketing to actually work for you (not against you), it’s time to shift from doing what’s convenient to doing what connects.
Let’s Make a Smarter Marketing Plan Together
At mkw+co, I help nonprofits and small businesses build intentional marketing strategies that align with their goals, capacity, and audience — not what the internet told them to do last year.
📞 Book a 1:1 Marketing Coaching session and let’s clean things up, clarify your message, and make your content work harder for you. Start with a consultation call, which you can schedule here.