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Unfiltered with Isbah Tanzeem: Marketing Missteps SMBs Should Avoid
Published 12 days ago • 5 min read
Hi,
Most small business owners don't ignore marketing — they just don't trust it enough to lead with it. And that includes you, atleast sometimes.
Because it feels unpredictable and frankly.... a little suspicious when you're not seeing instant results. But mishandling marketing — or delaying it until you’re “ready” — can cost you more than a slow start.
Last week, I sat down with Isbah Tanzeem, founder of a digital marketing agency Go Digital Pakistan. Her agency works closely with small businesses.
She shared sharp, grounded insights into the most common marketing missteps she sees when working with clients.
Her approach to turning things around and not burning savings? Simple, smart choices and a clear focus on long-term growth.
Here is the chat in a long-ish format and the Clear Cut style that always wins! 😀
TL;DR
Only if you don't have the time for the entire Unfiltered session.
Avoid poor-quality visuals: Photography isn’t optional. Make your product look as good as it really is.
Don’t rely only on final product shots: Show behind-the-scenes moments to increase engagement.
Respond to negative reviews: Politeness and transparency build credibility.
Invest in marketing, even if it’s modest: Paid ads can work with small budgets if you use targeting tools.
Build a stable digital foundation: Don't skip a website and collect contacts via WhatsApp or email.
From blurry photos to missed connections: Where it all goes wrong😵💫
Often, small business owners dive into digital marketing with enthusiasm but little guidance, hoping to repeat the success they hear about.
Once they are done setting up a social account, a major issue that emerges is poor-quality visuals.
"There is no other way to showcase products to clients or potential clients for small businesses. It’s not possible physically. So, you have to find a way to attract their attention instantly. A way in which the dimensions of your product are visible and the usage is clear. Something that tells people that they are seeing the best product in the market,” Isbah said.
“Many small-scale businesses do not focus on their presence: the way they are showing up on social media- their shops. Also, they think it is not important either.”
Photographing products in simple settings
"A few years back, competition on social channels was not fierce. If you wanted to start a small-scale business, you'd make a Facebook page or an Instagram account and you were good to go. You'd start getting inquiries without much effort. Advertising wasn't complicated either."
"But things have changed. The market is super saturated. If you even think of doing a home chef business, you'll find a lot of competition. Meta's algorithms have changed completely too. They don't work in organic ways as much as they used to. And that is why we come back to presence and photography. The more clearly your customers can see you, the more your chances are of selling."
👉 Shying away from showing how you work 😳
Another mistake is relying solely on polished final product images.
"Try to engage your audience behind the scenes- the making process, the procedure. Share your insights. You won't be harmed by it; you'll only be tempting people to purchase from you,” Isbah added.
Behind-the-scenes content— packing orders, preparing ingredients, assembling a product— draws people in.
"You are building trust with your clients— a connection."
Showing serum formulation
👉 Taking negative comments personally 😤
Often, small businesses struggle with criticism.
“One of the worst things you can do is delete negative reviews," she emphasized.
When a negative review lands, it is natural to get defensive, especially if you communicate via WhatsApp.
First reaction to negative comments
“Instead of telling your customers about the tons of positive reviews your business has received, respond politely. Show professional integrity, which in turn, will earn your brand the trust you are looking for," Isbah added.
"Don't assume your customers are outright lying about their experiences. Also, don't give them a chance to screenshot the interaction you have with them just to post on social media for attention.”
👉 Hesitating to get technical 🤨
On the technical side, SMBs often underutilize tools already available to them for fear of making grave mistakes.
For example, Meta’s Ad platform automatically targets local audiences based on interests— ideal for businesses trying to make the most of small advertising budgets.
"Even if you're only spending around Rs.1000 per week, you can still get results if you use targeting features smartly,” she explained.
"Use organic methods like posting in groups. The Meta Ad platform isn't rocket science; you can learn it. You don't have to go into technicalities. Don't set intense audience targets that confuse you."
"But if you want a hyper-local audience play around with the options available. Meta's system is very smart and it can figure out the correct audience for you most of the time. If you are still hesitant, simply boost your existing posts!"
👉 Delaying asset building 💤🚧
“A website gives you stability and control,” Isbah said.
"Social media pages are great, but algorithms can change, the rules can change and the pages can disappear overnight. A site is your long-term asset.”
Equally important is staying connected with your audience through WhatsApp and email.
“Get used to taking contact details from people and saving it. Maintain a database regularly. Many businesses miss the opportunity to build a strong contact list. Having a WhatsApp broadcast list or email group can really help you drive repeat engagement and sales.”
>>> SadaPay Virtual Card: The card securely handles online transactions and subscriptions with minimal risk and low fees. Which means it is a great option for Meta transactions.
💡Mind Drop: technological appetite
While chatting about how small businesses are adapting to the digital world, one trend really caught my attention: many SMB owners are slow to adopt new technology. Often, younger family members step in to help when technical support is needed.
Honestly, this trend is a bit worrying— especially with how fast AI is evolving right now.
“
“Earlier you’d have to plan a whole schedule with a photographer and models to get proper photos. Now you have AI to do it all.”
— Isbah Tanzeem
From my perspective, there are a few potential outcomes:
No shift in behavior. If the resistance to tech continues, AI may have little to no impact on how SMBs operate. This would be the most disappointing scenario where SMBs would watch a major shift happen while sitting it out.
Family-driven adoption. Younger family members guiding older entrepreneurs could gradually open up new learning paths. As Isbah mentioned, “I’ve seen many Gen Z kids helping their parents or relatives run online businesses.” These collaborations could make AI adoption feel seamless.
Independent adaptation. Some tech-averse folks may take the initiative to explore AI on their own. This is a slower path, but it is progress; these individuals may struggle to keep pace with rapid developments.
Of the three, only the second and third offer a way forward. But even then, stepping out of the comfort zone is key.
Awareness might be the first step, but after that seeking help is the the most important one.
Before We Say Goodbye...
What’s a marketing mistake you made and learned from and what is one you wish you had never made?
Grow your small/medium business with my field tested tactics, relatable SMB stories and experience laden notes. No buzzwords. Just a lot of working insights, straight from people who work with/on brands like yours. Crafted with SMBs for SMBs.
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