We all make mistakes. It’s human, and it’s a part of the learning and growing process. But don’t make mistakes in a vacuum, especially when it comes to spending money and investing in your business’s growth. Learn from the wisdom and experience of others, and perhaps you can save yourself from making more mistakes than necessary.
Here are three things you might not be doing, and four things you might be. If you’re making these mistakes, it might be time to rethink your marketing strategy.
7 Horrible Marketing Mistakes
You’re Not… Looking Closely
If you’re not looking closely at the results of your marketing efforts, chances are pretty good that you’re throwing your investment out the window. That’s a strong statement, but it’s true. Just as astronauts don’t launch a spaceship and then float away to have a cup of coffee, neither should you abandon your post as main steward of marketing efforts.
Looking closely at your marketing means diligent attention to metrics and analytics. A willingness to adjust, analyze, and course-correct will do wonders for a business. It’s a lot of work, but it saves time, money, and hassle, and will definitely enhance your business in ways a marketing plan on autopilot won’t.
You’re Not… Reaching Out
There’s so much interaction possible with the Internet nowadays that, if you’re not talking to your potential customers, you’re doing something wrong. Just as customers or clients expected to visit an office or storefront in days gone by, so do most customers treat the entire Internet like a storefront, voicing opinions wherever possible unless managed effectively.
One of the best parts of a successful online marketing campaign is the interaction possible with customers in many different forums and formats, from Twitter to news site comments. Part of marketing is the storefront, of course, but the other part is representing the business by manning the storefront.
You’re Not… Being Social
Social media sites can be dismissed up and down as irrelevant, trendy, and transitional, but it’s equally likely that they’re here to stay as a cultural phenomenon and should absolutely be treated seriously when considering a marketing campaign plans for the future.
Social media platforms like Facebook and Twitter are the perfect venues for presenting the face of your business while also reaching out in personal ways to users. Remember when thinking about implementing social media marketing plans: for many people, viewing their social media site or app of choice is akin to sitting down at the dinner table with family and friends and catching up. That’s a crucial place for advertisers to be, and it’s best taken advantage of whenever possible.
You Are… Too Traditional
There was once a time when marketing was straightforward, honest, hard, physical work. Door-to-door, face-to-face, cold-calling, flyer-handing-out hard work. Things aren’t like that now. If you’re still engaging in marketing activities like this, you’re too traditional.
People are online now. We pay more attention to what’s on our screens than what’s in front of our faces. It’s not bad, it’s just reality, and marketers and business owners need to learn that that won’t go away. Educate yourself in the ways marketing is changing, and then allow your approach to change as well.
You Are… Only Focusing on One Silo
Emphasizing one marketing or advertising venue is a rookie mistake. It’s never going to be enough to just pay for sponsored content on Twitter and hope that is enough to generate new leads. No, considering some psychology-minded marketers say that it takes seven times seeing something for it to sink in, you need more avenues of approach.
Whether you’re a local-focused business or a multinational conglomerate, the principle is the same. Many hands make light work, and many avenues get more attention. Consider branching out your efforts, even if that means scaling back the investment you make in your main silo.
You Are… Hitting the Wrong Markets
Your gut isn’t always the wisest part of you. You may think that the markets to which you’ve been catering for years will continue to work, but are they the best for your business and its future direction? How open to growth is this target market? Be open to changing your target audience – it could do more good in the long run.
It really takes diligence and attention to get your markets right, and changing your approach to who you approach requires adapting almost every aspect of your business. Analytics is the key to finding your right niche. When you see numbers around what approaches appeal to what segments of your target audience, you’re better able to smartly shift your investments.
You Are… Getting Stuck in Your Ways
Just as you learn one thing, it becomes obsolete. If you’re getting stuck in your ways, it’s understandable and natural, but you should defeat that part of you that remains resistant to constant change.
Online marketing, as well as the world in general, is full of change and rapid evolution. The more we become connected, the quicker we’re able to change our minds. This is a good thing, but it’s also challenging to keep up. Keep reading and learning to stay on top.
Business is risk, and life is change. You’re going to make mistakes as part of your entrepreneurship path, and especially when it comes to marketing and growing your business.
But what you can do is ensure you’re as educated and prepared for the unexpected as possible. Change and risk are integral to living and working the best you can, so take from these words whatever inspiration and assistance you can.
