Marketing is one of the most important components of a successful business, but this doesn’t mean that owners intuitively understand how to use it to their advantage. In many cases, a large percentage of business owners struggle with marketing on a daily basis.
There are numerous challenges that can make it difficult, especially the fact that the marketing industry is constantly evolving as consumer buying behavior changes. Developing a marketing approach that works also takes time, which is a limited commodity for many business owners.
As I’ve consulted with all types of businesses, I’ve found three main marketing mistakes that business owners commonly make. If you can learn how to avoid these blunders, you will be able to get more out of your marketing campaigns.
Three marketing mistakes you must avoid
#1 – Failing to consider your target market
This is the quickest way to sink a marketing campaign. Most entrepreneurs create a message that they want to hear. But you’re going to have a very different point of view about your products or services than the typical consumer.
Instead, you must carefully consider the pain points that will attract your target market. Otherwise your marketing messages won’t resonate with consumers. You also need to consider the placement of your message. Using the wrong distribution channels won’t attract the leads you want.
#2 – Being unwilling to test a campaign
Even if you’ve been burned in the past with marketing campaigns that didn’t work, you cannot simply give up. Finding the right marketing message and placement for your target audience (or buyer personas) will require some testing and tweaking.
It’s likely that you will not get it 100% perfect the first time, and that is totally normal. You have to test campaigns and collect data to understand what’s working and what’s not. Most companies quit too early, or they don’t understand how to modify a campaign to adjust the outcomes.
Also, keep in mind that what works today may not be effective next month, so you need to remain willing to test and tweak your marketing as needed.
#3 – Having a disconnect between marketing and sales
A well-worded and well-placed marketing campaign can bring in a high number of leads, but what happens if you don’t know how to close these opportunities?
Unfortunately, this is a recipe for disaster that will leave consumers unsatisfied and cause you to waste money. You need to have a clearly define sales process and a closing strategy in place.
Inbound marketing is ideal because it considers both the strategy to attract leads, and the process of converting them into profitable clients. Traffic that is more qualified can make it easier to improve your conversion ratio.
Inbound marketing also utilizes marketing automation to help streamline the lead generation and conversion process, which is extremely helpful for business owners who are short on time.
Successfully marketing your products or services will likely require you to change your thinking. If the “same old approach” isn’t working, then I suspect these are the reasons why. Approach each campaign as a test, and be excited to see what the results will yield.
Have more questions about running a marketing campaign? Leave a comment below and we’ll be sure to respond!
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What’s makes small business marketing so hard? Trying to keep-up with the ever-changing technology and the limited attention span of your target market.
And it’s only getting more difficult. What works today might not work tomorrow.
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