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This story was originally published on Under30CEO.com
Marketing methods evolve, trends come and go and consumer habits change. With so much going on, it’s easy for business owners to lose track, fall behind or make mistakes. To succeed in marketing, your strategy has to be flexible, adaptable, and agile and you need to be aware of the golden rules to follow. In this guide, we’ll outline some common mistakes and help you wipe them from your marketing strategy for success.
Failing to pinpoint a target customer
One of the most significant and damaging mistakes businesses make when drawing up marketing campaigns is failing to pinpoint a target customer. The end goal is to make a customer react and take action. For example, buy a product or contact a company. If you’re not aiming at the right audiences, the chances of reaching the right people fall. Always go into the planning stage with an ideal customer in mind.
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Once you have specified a target market, create an ideal client profile or persona. Gather information, get to know prospective customers, and pay attention to detail. Ask questions, collect feedback, research trends, and buying habits, and learn as much as possible about your target customer. Use effective market research techniques to connect with customers and inform decision-making. The information and feedback you gather should help with every aspect from branding and packaging design to price points and promotions.
If you fail to target specific groups or individuals, you run the risk of missing the target audience altogether and vastly reducing the return on investment (ROI).
Another key rule to bear in mind is to ensure that your plans and ideas align with your actions. It’s not enough to have a strategy that prioritizes a target customer. Every element of every campaign should appeal to and resonate with that shopper or client.
Not testing, auditing, and monitoring
Business owners, teams, and marketers have a huge array of incredible tools available to them today. As technology advances, it has become increasingly easy to test, audit, and monitor marketing techniques and strategies. Yet, many companies are not taking full advantage of analytics, A/B testing, auditing, and consumer research.
Monitoring performance is hugely beneficial for several reasons. Tracking progress can help you to highlight strengths and weaknesses and give you valuable insight into how consumers perceive a brand or product. It also helps you gather information about where your campaign is falling short. It can also help you to identify problems and make improvements, boost ROI, and help you modify plans to enhance performance.
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Testing should be carried out on an ongoing basis from the early days. Marketers can use testing to make decisions, learn more about target clients and audiences, and iron out issues before they move to the next stage of strategy planning or implementation. It’s better to detect problems or mistakes and address them during the early stages. Rather than leave testing until a website goes live or a product hits the shelves. Making changes and improvements early will save you money and increase the chances of winning customers around when you’re ready to launch your new campaign.
Analytics software and tools are incredibly valuable. They give you access to up-to-date data and you can specify key metrics to align with your objectives and goals. From site visitors and online inquiries to cart abandonment rates and social media lead generation, you can use data to track campaigns, identify stumbling blocks, measure improvement and eliminate the need for guesswork.
If you’re not already using tools to test, audit, and analyze, now is the time to learn more about the opportunities available to you.
Not understanding the techniques you’re using
Marketing has become much more complex and advanced since the start of the digital era. Most businesses now utilize different methods to promote and sell products and services from those that were popular ten, twenty, or thirty years ago. Digital marketing provides amazing opportunities for companies and brands to advertise products and services and connect with audiences, but it’s essential to understand how techniques work.
SEO, or search engine optimization, is one of the most impactful methods, but it requires knowledge and expertise. SEO may seem relatively straightforward on the surface. But it is much more than writing blogs stuffed with keywords or adding keyword-rich titles or tags to adverts or images. Just as there are lots of SEO essentials to master and good practice guidelines to follow, there are also errors to avoid.
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Do you know the effect of orphan pages on search ranking? Do you know what happens if a site like Google perceives your content to be poor quality? Or, do you understand the impact of slow site speed, broken links or duplicate content? Are you aware of the importance of creating mobile-friendly pages and content? If you don’t have experience in using SEO, or you lack expert knowledge, it’s wise to consider outsourcing or seeking expert advice to help you get a new strategy off the ground.
Focusing solely on the product or service
The aim of marketing is usually to encourage customers to buy products or services. It may seem sensible to focus all your efforts and energy on promoting what you sell, but customers today want more. Increasingly, consumers are drawn to products and services because of the brand. They want to be able to connect with brands and they make choices based on their relationship with the brand or their image and reputation. Over 80% of consumers prefer to buy from brands that share their values.
It’s crucial to be aware of changing consumer habits when marketing your products and services. Showcase the product and up-sell your USP but make sure that you seize opportunities to give prospective customers information about the business too. Tell your story, share your values and company ethos, and give an insight into what your brand stands for. There are lots of ways to do this, including creating a corporate video, using social media posts, reels, videos, and stories, adding a blog to your website, and using email marketing to share news and updates.
Trying to cover too many bases
It may seem logical that the more bases you cover, the wider your reach, but this is not always the case. When it comes to marketing, spreading yourself too thin can be counterproductive. If you try every trick in the book in terms of methods and channels, you’ll waste money, you could miss your target customer, and you run the risk of diluting the message.
Use the findings of your market strategy research to choose suitable marketing methods and platforms. Consider which channels will be most effective in helping you reach the right audiences. Plus, analyze data and industry trends to see which techniques work. It’s often beneficial to use a combination of methods that complement each other. Always tailor the strategy to suit your business. Digital marketing has become hugely popular in the last decade, but it’s not the only option. Local businesses, for example, can often benefit from a mixture of methods. This includes local SEO and social media, flyering and direct mail, and local press advertising.
Collecting and analyzing data play a critical role in making the right decisions. Once your campaigns are up and running, use analytics and feedback to identify the most effective, profitable channels and pick out platforms or methods that aren’t performing. Invest time and money in the techniques that enable you to create and convert the most leads.
Failing to evolve
The marketing landscape changes continuously. As new technology and tools become available and customer behaviors evolve, it’s essential for marketers and business owners to adapt and adjust. If you fail to develop and modernize your strategy, it will lose relevance and become less appealing and impactful. You may find that customers lose interest and this could affect your ability to compete with rivals. Keep making adjustments, track performance continuously and engage, and interact with your customers to ensure that you understand what they want. Collect and use client feedback, take suggestions and ideas on board, and keep an eye on your competitors. Embrace new trends and make changes in alignment with your company goals.
Not understanding the customer
Understanding the customer is fundamental to marketing success. As a marketer or a company boss, you have to be able to trigger the desired reaction or response, for example, seeing a product and wanting to buy it. Get to know your customers, engage with them and find out what motivates them to make the decisions they make.
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It’s easy to make mistakes when drawing up marketing strategies or working on new campaigns. Marketing is a field that evolves continuously, and it can be hard to keep up. Most business owners don’t get it right all of the time. But avoiding common errors can help you to maximize your chances of success. Define your target audience, get to know your ideal customer, and ensure that every aspect of every campaign is tailored to them. Test, audit and analyze data, track performance, and focus on platforms and channels that will reach the right people. Understand the importance of branding and sharing your brand story and values. Learn more about what your customers want. Plus, be prepared to adjust and modify your marketing strategy to cater to new trends and changing consumer habits and behaviors.
