What’s one digital marketing mistake you see small businesses making repeatedly?

I’ve been working around digital marketing and noticed that many small businesses focus heavily on getting more traffic, followers, or clicks, but don’t always look at what happens after that.

For example, a business might get plenty of website visitors but very few enquiries. Or an ad campaign may generate lots of clicks but almost no quality leads.

In my experience, the bigger issue is often the connection between the audience, offer, landing page, and follow-up process.

I’m curious to hear from people here:

What’s the most common digital marketing mistake you’ve seen small businesses make?

And if you run a business yourself, what has been the hardest part of getting digital marketing to actually produce customers rather than just engagement?