Marketing is a vital part of running any business. It can be hard to win new customers without actively messaging in order to get their attention and draw them to your products and services. However, if you’re not relying on a marketing agency, it can be easy to make some mistakes that you might never think about but will stick out like a sore thumb to your audience. Here, we’re going to look at some of the major mistakes and what you can do to avoid them.
You’re too general
When you’re starting a marketing campaign, it’s a good idea to have in mind an ideal customer profile that you can target with your message. You can think about their demographics, their lifestyle, and the barriers they’re likely to face. You want to reach customers beyond this ideal, of course, but if you take too scattergun an approach, your message is going to come off as generic and bland. Keep it focused and you’re a lot more likely to speak to the specific needs of more of your market, even if you’re not directly targeting them.
You’re too interruptive
Generally, people don’t want to be marketed to. They might want your products and services, but they don’t want you shoving them in their face while they’re trying to get on with their daily business. If your strategy is using purely interruptive marketing methods, like cold calls, pop-up ads, and more, your audience may feel more harassed than anything. Organic marketing methods like unlimited ringless voicemail and SEO can be a very effective tool in your arsenal. Make use of them and find ways to get your message across that isn’t so disruptive.
You’re only speaking for yourself
Not only do people not like being marketed to, but they also have a natural skepticism when faced with marketing messages. To put it simply, they’re less likely to believe your claims when they’re coming directly from your business. Making use of other voices and platforms, such as by improving your word-of-mouth and investing in influencer marketing, can make your message more palatable to your market. If someone else is saying it, then the general audience is more likely to believe it than if it came from your brand.
You’re in your competition’s lane
There are two ways to make this mistake. Either you might not be paying enough attention to your competition, or you’re paying too much attention to them. Regardless, if your script is all too close to theirs, then why should customers choose over them? You need to stand out, find your business USP, and make your niche the centre of your marketing plan. This is the only real way to compete with businesses who have a bigger marketing budget than yours.
Correcting these beginner’s mistakes can help you ensure that your marketing message is hitting. However, they aren’t the only errors you can make, so keep revisiting your strategy, use analytics to measure what works and what doesn’t, and keep tailoring it over time
