Four Common Marketing Mistakes that Your Business Can Avoid
Marketing can be tricky for businesses who aren’t familiar with the industry. In fact, marketing can be tricky for those who are familiar with the industry, because the concepts and trends in marketing are always evolving. However, in spite of the many changes you may find in your marketing journey, there are a few consistent mistakes that you will want to make sure your business avoids. Read on to learn more about four of the most common marketing mistakes:
Mistake #1: Misunderstanding your audience
Many times, businesses think they know exactly who they are marketing to. They’ve done the research, looked at their website stats, and have a general understanding of who is reading their content. However, knowing who your audience is doesn’t mean your work is done. You need to stay on top of trends that appeals to your current audience in order to keep them engaged with your brand. What worked last month may be old news this month, so don’t get into a marketing rut and use the same plan over and over again.
There is also a high chance that you may find your audience to be a completely different demographic than you thought you would appeal to. If this happens, it’s important to be flexible and adjust your marketing plan accordingly. You may think your products are more interesting to women between the ages of 28 and 34, but if you find that men over 60 are also engaging with your content, go ahead and adjust your plan to appeal to all of your audience.
Mistake #2: Inconsistent branding
What do all successful businesses have in common? They are easily recognized. Whether it’s the Nike “Swoosh” symbol or the shade of pink that T-Mobile has officially trademarked, all successful businesses have found ways to create an image or sound that is instantly recognizable. And because they have been consistent with their branding, their success has endured through the years.
Take note, business owners – you would do well to follow suit for your business. In the fast-paced world of websites and social media, you want potential clients to see your logo or hear your advertisement and immediately connect the service offering to your business. Sometimes this process can take a few months or even years, but the key is always consistency – once people know you, it will be easier for you to stay in the public eye.
Mistake #3: Intermittent posting
How often does your marketing team post on your social media accounts? If you’re not sure – or if you’re not sure whether your business even has social media accounts – it’s time to make a change in your marketing plan. We already talked about knowing your audience; now it’s time to research which social platforms they are most likely to frequent and plan your social media posts accordingly. Don’t trade quality for quantity, because you also know how important it is to maintain your brand. But adapting to appeal to those who are interested in your business is the key to a successful social media campaign.
With those thoughts in mind, it’s time to make a social media plan. You need to have a written, proof-read, well-researched plan in place, along with the means to post as often as you think is right for your audience. Look into scheduling services like HootSuite or Later to ensure that your posts will go out through the week in order to increase the likelihood that new clients will soon be interested in what you have to offer.
Mistake #4: Making Marketing a Low Priority
If 2020 taught us anything, it’s that the Internet is king. Thanks to the ever-increasing opportunities to be found online, it’s easy to see how having a steady online presence can make or break a company. This means you need to have a dedicated marketing team who can research the best step for your business, make a plan to complete those steps, and then execute each one flawlessly. Your team may be internal, or you may seek out a consultation; either way, you need to ensure that the face of your company is in good hands.
This concept doesn’t only apply to online and digital marketing. Small details, like the colors your business uses in their logo, can make a big difference when done well (and when done poorly). The information on your team’s business cards may be the only way a potential client ever hears of your company. A well-placed ad in a local shopping center could bring a lot of potential leads. Don’t sell your company short by skimping on marketing projects and team members.
With these mistakes in mind, it’s now time for you to start exploring the other side of this concept: which marketing moves could be great for your business? Knowing what to avoid is the first step in creating a plan that will bring your business to the top of its industry and help you gain recognition as an expert in your field. Stop hiding your company behind these mistakes and start to forge new paths to show everyone exactly who you are.