Creating a marketing strategy with impact can be a challenge, and the right solution is unique to your business. However, there are a number of mistakes that have the potential to ruin the marketing plan you’ve worked so hard to build. So, are you making one of these six marketing mistakes?
1. Relying Too Much on Things That Previously Worked
Sometimes, markets change. Your marketing strategy needs to evolve with them! Relying too much on previous strategies, no matter how successful they were, runs the risk of ignoring the realities of the market and failing as a result. Make sure you know what your customers need from promotions now rather than falling back on what they needed in previous years.
2. Not Marketing to the Right Audience
Your business probably appeals most strongly to a specific audience, and misaiming your marketing efforts can be a fatal mistake. That doesn’t just mean connecting with the products that work for their market, though; it also means using channels that they are more likely to see. If your customers are more likely to receive advertising messages through traditional media like radio, television, or print ads, online advertising will not achieve the desired effect.And, on the subject of your audience…
3. Not Focusing on the Customer
When you’re marketing your business, the customer is the most important person in the equation. It can be tempting to create advertisements and marketing strategies that would be most effective to you, but you are not necessarily your customer. Be sure to keep your focus on what would be relevant and important to your customer and your marketing strategy will be more likely to bring them in.
4. Seeing Competitors as Enemies
You might be competing against them, but your business competitors are also a great learning opportunity. If you spend too much time thinking about how to outdo them, you might be missing out on highlighting the value you’re already offering the customer. Look at their marketing and see where they don’t offer something that you do. Maybe they offer faster service, for example, but you offer quality and personalized service; that difference is the start of a stronger marketing strategy.
5. Relying on “If You Build It, They Will Come”
Some businesses expect that their products will be enough to bring in customers, but you can’t rely entirely on word of mouth to help your business thrive. Marketing is all about finding ways to reach the customers you want to do business with, and taking an active approach is a much better way of reaching your audience.
6. Not Including a Call To Action
What do you want your customer to do? Always include a call to action when you’re marketing, whether that call is to contact you for more information, to use a promotional offer, or to check out your website. A call to action will help add finality to your marketing piece and guide customers to the next step in doing business with you.
What marketing mistakes have made marketing campaigns not work for you? Tell us about them in the comments below.
Written by Paula Brewers