It doesn’t matter whether you’re starting your new business, or if you’re something of a veteran – the rules of marketing will always apply.
Sure, some businesses might not need to rely on marketing as much as others. For some, it comes naturally and word of mouth is their biggest weapon.
However, on the most part, this certainly isn’t the case. Through today’s post, we will now take a look at some of the most common marketing mistakes and show you how to avoid them.
Mistake #1 – Underestimating the importance of branding
When we say “branding,” we’re not only referring to your company’s logo and name, but also to the way your customers perceive your business. Everything from the way you communicate with customers, to the quality of your products and services, contributes to your brand.
It might be how you have invested in the relevant professional indemnity insurance to protect clients’ interests, or it might be about how your team is constantly re-trained to ensure they’re at the top of their game.
One of the biggest mistakes businesses make is not giving branding the attention it deserves. Branding should be at the core of everything you do – from your marketing to your customer service.
Mistake #2 – Not targeting the right audience
Another common mistake is not targeting the right audience. You need to identify your target market and craft your marketing messages specifically for them.
You can’t simply cast a wide net and hope to snag some customers. You need to be laser-focused on your target market and know exactly who you’re trying to reach.
Sure, you might not have huge budgets to profile each of your customer segments, but that doesn’t mean to say you can’t have a broad view of who your customers are, and exactly how you should reach them.
Mistake #3 – Focusing on the wrong metrics
Many businesses make the mistake of focusing on the wrong metrics. They track the wrong things or they track things that aren’t important to their business.
Instead, you need to focus on metrics that are relevant to your business and that will help you achieve your goals. Contrary to popular belief, this isn’t always the bottom line, there are umpteen metrics that can contribute to a successful marketing performance.
Mistake #4 – Not using enough channels
Another mistake businesses make is not using enough channels. They might stick to a single marketing channel and not explore other options.
But the truth is, you need to use a variety of channels to reach your target market. Each channel has its own strengths and weaknesses, and to find this out, you need to test. Try a channel out, and if it falls flat, it’s one of the most insightful investments you’ll make.
Mistake #5 – Not being creative
Many businesses make the mistake of not being creative with their marketing. They rely on the same old tactics and they don’t try anything new.
But the truth is, you need to be creative with your marketing if you want to stand out from the competition. You need to think outside the box and come up with creative ways to reach your target market.
Throwing up the same Facebook ad, or flyer, is going to wear thin on customers. Don’t be afraid of trying something new from time to time.