I often hear of businesses that are going about marketing in a manner that is ineffective to their growth, or are hesitant when it comes to marketing.
The truth is, marketing can be an extremely valuable framework to gain traction and attract new customers. In order for businesses to get to this point, they must overcome these five marketing mistakes that are hurting businesses every day.
1. Don’t have a developed marketing strategy.
Think of a football team that goes out onto a field—they huddle with the quarterback, awaiting the call of the play. But instead, the quarterback just says, “Do whatever you want.” The fans are then confused and furious, when they see a group of players running in different directions with no rhyme or reason. The result is failure.
The same happens to businesses without a marketing strategy. Businesses tend to do different marketing techniques because they have done it that way for years, or someone called with the latest and greatest technique/opportunity, and they jumped at it.
Your marketing needs to have a unified approach, with each piece having a strategic place and reason for its use.
I recommend thinking of a strategy for a specific period of time—like 12 months. Plan out a budget and list all the goals you have as a business for the year. Then, start to work on a strategic approach, evenly spread out over the period of time, to help you reach those goals, while fitting into your budget. Also, think through the historically highs and lows of your time period.
Once this strategy is finalized, follow it throughout the course of your time period. If you need help building a strategy for a specific period of time to meet you goals, we can help.
2. Don’t invest time.
A baker cannot sell bread if he doesn’t first put in the time for baking the bread. Same with marketing. You will only see success if you put in the necessary time to help it succeed.
Marketing is not always quick and easy. You must find the necessary resources to push it forward, and put effort into it. It is the only way you will see success with your strategy, and growth within your customers.
3. Don’t rely on data for decisions and direction.
We live in an age of technology and innovation. Due to this, extreme analytics and data are available for any digital marketing that takes place. However, businesses don’t use this data to their advantage. Instead, they make decisions based on guesses.
The data is available and valuable. Use it to your advantage to build your strategy, and to tweak your strategy as needed.
4. Don’t think mobile.
Less than 15 years ago, the smartphone was announced. Now, almost everyone over the age of 13 has a smartphone. My three-year-old nephew knows how to work my iPad as well as I do.
Over the past five years especially, there has been a huge shift to mobile. People spend more time on their mobile and tablet devices than they do their desktops.
This large shift in paradigm requires a large shift for businesses to start thinking mobile. Ask:
- Is my website user-friendly on a mobile device?
- Can my business be easily found in local search results?
- Do I have a consistent presence in social media?
Mobile is going to continue gaining traction. It is not a ‘fad.’ It is here to stay.
5. Stay stuck.
Businesses stay stuck in traditional marketing techniques and don’t evaluate where their potential customers spend their time.
Yes, traditional marketing works. I said it, and agree with it. But it is not the only option. There are many other channels that are effective and must be considered in order for you to see success.
It is extremely common for businesses to get into a routine of habit, and continue using the traditional marketing channels that were the only option 20 or 50 years ago.
There is a place for traditional marketing, but there are also many other high effective channels. To name a few:
- Search Engine Optimization (SEO)
- Content Marketing
- Inbound Marketing
- Social Media Marketing
There are also many more. Explore, research, and test drive them and see how effective they are for your business.
Don’t feel that you have to go through this alone, however. Our team of marketing experts are available to you to help you tell your story in the most remarkable and effective way. Get the conversation started by contacting us today!