The online world is a noisy place these days—especially social media. You can't just follow, comment and hope anymore—those days are over. In today's episode, I'm sharing 9 of the most common mistakes business owners are making if they're struggling to stand out online—and you may be surprised!

– Why trying to talk to and resonate with everyone will mean you'll end up talking to and resonating with no-one in particular.
– Why really understanding your clients' own language around the problems they have, will better place you as the expert—not because of what you know, but because they'll see that you understand them.
– The importance of having a crystal clear message with obvious “points of difference” to others in your industry.
– How using consistency to grow your audience over time means showing up—even when you don't feel like it.
– Why social media is no longer the “be all and end all” for reaching your audience and other options you can use instead.

In the bustling world of social media, standing out is becoming increasingly challenging, a far cry from the simpler times of 2016 when a bit of engagement could go a long way. Today, I want to share nine common mistakes you might be making that could be hindering your online presence and growth.

1. Lack of Clear Audience Targeting

The first mistake is not being specific about who you are talking to. Content that tries to appeal to everyone often ends up resonating with no one. For instance, an ad that calls out a specific suburb or interest will likely catch your eye more than a general shout-out to everyone. It’s about making your audience feel seen and directly spoken to.

2. Not Meeting Your Audience Where They Are

Understanding the current awareness level of your audience about their problems is crucial. If they don’t recognize the problem you're solving, they’ll scroll past your solutions. Engage in audience research, use their language, and address their immediate needs rather than where you think they should be.

3. Using Too Much Expert Language

While you are an expert in your field, your audience might not be. A common pitfall is communicating as if they have the same level of understanding. This can disconnect and confuse rather than enlighten and engage. For example, a homeowner might not realize their green pool needs a new filter, not just more chemicals.

4. No Clear Differentiators

If you blend in with the crowd, there’s no compelling reason for someone to choose you over others. Identify and communicate what makes you unique—be it your approach, beliefs, or experiences. This distinctiveness is what can make you stand out.

5. Unclear Messaging

Effective messaging is about clarity—knowing exactly how to explain what you do, who you help, and the specific transformation you offer. This clarity helps stop the right people in their tracks, making them want to engage with your content.

6. Emulating Others Too Closely

It’s easy to fall into the trap of copying strategies that work for others. However, this can lead to a lack of authenticity and uniqueness in your content. Instead, focus on your strengths and how you can uniquely solve problems for your audience.

7. Unremarkable Content

Content that doesn’t stand out is often content that doesn’t take risks or say anything new. As Seth Godin puts it, “If you are not remarkable, you are invisible.” Make sure your content adds value and is worth your audience’s time.

8. Inconsistency

Consistency is key to growth. Regular engagement, even when it doesn’t feel convenient, helps build momentum and establish your presence. Like an avalanche that starts with a single snowflake, consistent effort can lead to massive growth.

9. Over-reliance on Algorithms

Finally, relying solely on social media algorithms for audience growth is a limited strategy. Expanding your reach means stepping outside your comfort zone—speaking at events, collaborating, and using social media as a nurturing tool rather than your only platform.

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