Never has it been easier to set up your own business and get your voice out there quickly and relatively easily. The number of tools available is astounding and not a week goes by when we don’t see another tool on the market that promises to transform how you do business and how you promote your business. However, if you don’t understand the fundamentals of your business and the market in which you are operating then all the tools in the world are going to be useless.
Every business owner knows the importance of marketing on sales conversions and subsequent growth. When handled correctly, the strategies can take the venture to a whole new level. Conversely, though, it’s tempting to try it do it all yourself or shortcut the process.
Here are 7 mistakes business make with marketing I see over and over again when it comes to marketing your business.
1| Thinking Customers Aren’t On Social Media
,I can’t tell you how many times I have heard this. In this noisy online world, actually reaching customers is one of the hardest challenges facing any marketing expert. In today’s climate, social media is one of the most effective solutions available, offering instant interactions at an efficient cost. However, many companies believe that time and money invested in this arena will be wasted due to a lack of audience participation. They could not be less accurate.
Of the 4.5 billion or so internet users, roughly 3.5 billion have social media accounts. While different demographics are more likely to use one platform over another, the truth of the matter is that most people use social media. It is true that Facebook, for example, might not be so relevant to your product are service, but there are still may network to consider.
Social media marketing can generate a huge response from direct flowers of the brand while the social elements of sharing have the power to grow the venture at a rapid rate.
2| Not Having A Defined Ideal Customer Profile
Whether you’re using social media marketing, digital marketing, or offline marketing, it’s imperative that you learn to appreciate the differences in how varying audiences respond to content. Aside from choosing the right platform to promote content on, you’ll need to consider the tone of your marketing campaigns, the timing of posts, and a host of other features. An ideal customer profile will guide you. This will inform all the decisions you make and ensure that you are
While you naturally want to reach the biggest possible audience, you must not forget that quality is better than quantity. Getting your ads seen by one million people counts for nothing if there is no resonation. When you know who your marketing campaigns are aimed at, you’ll have a far better shot at making the right decisions regarding text, images, styles, and more.
Even if you have a niche audience, there will be a big enough market for you to achieve great success – but only if you know your place in the market.
If you need help developing your ideal client profile why not check this blog here >>>>>
3| Ignoring The Need For A Plan
It is all too easy to jump from tactic to Tactic – the result is that a lot of businesses end up with what I like to call Half Built Bridges. you start one thing, and then shiny object syndrome takes over and before you know it you have about 5 – 6 activities in plan and nothing seems to be working.
For a small business marketing strategy to become truly successful, it must be both comprehensive and cohesive. Planning and preparation are crucial ingredients in the recipe for success as overlooking them will lead to mixed signals and messages that ultimately harm the cost-efficiency as well as the revenue gained from the campaigns. Conversely, it means that you always know why you are doing something and where it fits.
The plan should consider multi-channel marketing, incorporating different tactics and timings and should cover the entire customer journey. A plan of action can also consider how the business will juggle elements of increased brand awareness and direct product promotion for optimum results. This is also a key step to managing your budget over a period of time.
You’ll never reach the intended destination if you don’t the first plot and visualise the journey. Do not forget it.
4| Taking The DIY Route
As a marketing professional, I often hear, “but I can do that myself, why do I need you?” – yes you indeed can.
I could also do my accounts but I don’t. That is what an accountant when to university for and does years of exams for.
Yet with marketing, it seems like that thinking goes out the window. Don’t get me wrong I love all the latest developments that mean I can get things done a little cheaper ( in cost) sometimes – but let’s be real here this does come at a cost.
Look it is true, nobody knows the business better than you, but it doesn’t necessarily make you the best person to promote it. The outside perspective of a professional can help you view the products and services from the view of a consumer, meaning you’ll have a far better chance of securing the desired responses from them.
Which leads me to mistake number 5
5| Not Valuing Your own time Enough
Even if you had the skills to do #allthethings, it may not be worth your time. Think about it – writing and uploading a good blog post or teaching yourself to edit photos can eat away at your time – that you could be earning money in. Not only will it likely take you way longer to complete than a professional in your field, but it will also distract you from the other tasks that actually allow your business venture to thrive. As a senior manager and business owner, managing your time to focus on the right tasks at all times is pivotal. Look I get it, cash flow is king and you need to have the money in to pay someone but honestly undervaluing your own time is something you have to take a practical approach to.
Outsourcing various aspects of your campaign to other companies and individuals can transform the entire approach to marketing. When they have the various elements under control with minimal supervision or input, you’ll find it a lot easier to bring the different parts together too. In turn, this ensures that the overall strategy is built for success.
Besides, the experts in their chosen fields can, understandably, work a lot quicker. Faster results can make all the difference as you look to stay ahead of the game.
6| Failing To Follow The Customer Journey
But actually think about this, the main purpose of any business is to gain sales. Whether the transactions are completed on-site or in-store, increased revenue is the only way to vindicate the investment of time and money into your marketing strategies. Gaining the initial response is one thing, but actively guiding users to the intended outcome is another altogether. The only way you’ll do this with any conviction is by following the path to conversion – the customer value journey.
It can take an average of seven interactions to gain a converted sale. Understanding the steps that consumers take after seeing an advert, social media post, or website landing page is vital. If you leave it to chance, there’s a strong possibility that high bounce rates and cart abandonment.
Behind every interaction leading up to a sale is an actual human being, with intricate wants and needs. And a brain that’s working overtime assessing, analysing, and deciding whether they want to spend their hard-earned money on your business.
There’s a defined pathway from attention to a sale. They click on your homepage. But you’re losing them somewhere before they buy.
Well instead of throwing a load of tactics at the wall and hoping that something sticks then go back and rethink about how you are talking to your customers – I’m pretty certain you’re going from coffee to proposal withing nothing in between.
7| Overlooking The Need To Measure, repeat or delete
Measurement is fabulous. Unless you’re busy measuring what’s easy to measure as opposed to what’s important – Seth Godin
Nobody gets marketing 100% right at the first attempt. Likewise, the evolving landscapes mean that tweaks and changes will be needed. A host of analytical tools can be used to identify any gaps in the marketing plan.
We all know that social media ‘algorithms’ change all the time – what worked one day might not work the next. It is important to keep on top of these changes, and a marketing professional can help you do that
When was the last time you looked at what is working, and what isn’t? Doing more of what does and stopping what doesn’t – but one thing is for sure, make sure you are measuring and tracking to you see progress – either way
What’s the phrase – Fail Fast, Fail often” whilst I don’t necessarily subscribe to that I am a believer that you have to try things out and tweak and if necessary stop something.
If you need help avoiding these 7 mistakes, but are not ready to fully outsource your marketing, then I can help you with my monthly premium membership – Business Is Good: Building a Modern Business. If you want to know more then comment below.