Building a robust marketing strategy is one of the most important breakthroughs that any business can make. But modern marketing is a complex subject and seemingly small mistakes can have catastrophic impacts.
With this in mind, it’s imperative that you avoid any pitfalls that could undo the good work you’ve completed elsewhere. Focus on the seven below, and you won’t go far wrong.
#1. Not Tapping into Your Greatest USP… You
It’s the oldest cliche in the book, but people buy people.
Consumers want to feel connected to the people behind the brand. Likewise, allowing your passion for the firm to shine through will translate to increased positivity. Utilising human design to gain a better understanding of yourself and strengths can transform your venture. When marketing campaigns align with you, the authenticity levels will be greater.
Furthermore, tapping into your uniqueness is what will stand your business out from the crowd. Conversely, if your character is not allowed to shine through, it’ll be hard to generate any genuine love for the brand.
#2. Not Focusing On Your Audience
Understanding yourself is one thing, but you must also know your place in the market.
When your brand is too generic, it doesn’t reach out to a bigger audience. Instead, it simply fails to resonate with the people that would have been interested. With this in mind, building a target consumer profile is vital. In turn, this will allow you to research their consumer habits. So, you can ensure that your business is promoted in the right places using the right tone of voice.
By opting for targeted marketing, you’ll also save money. This is because you won’t waste money advertising the brand to people that don’t care. Similarly, any data analysis subsequently used will be more accurate.
#3. Ignoring The Importance Of Your Employees
The harsh reality is that only a small percentage of client interactions will be handled by you.
With this in mind, employee engagement is another key concept to master. They are the greatest asset at your disposal for productivity and customer interactions. If they provide a friendly service with knowledgeable advice, people will have a better view of the company. Therefore, conversion rates are likely to improve alongside client loyalty.
Perhaps the most important ingredient revolves around active listening. When employees listen to prospective leads, they will find it far easier to tailor their sales techniques. So, they can prove that your business is the right fit for them.
#4. Overlooking Social Proof
Consumers are smarter than ever. They will receive your ads with a pinch of salt.
While the importance of your ads for building brand awareness is clear, social proof is equally vital. The vast majority of consumers will now research products and brands before making a purchase. When you are supported by a host of positive reviews, the levels of trust in your brand will be far higher. If your products have pleased others, they’ll help them too.
Social proof should also extend to affiliate marketing and social influencer marketing. Many people want to emulate their favourite stars or have FOMO relating to purchases made by friends. Use this to your advantage.
#5. Not Promoting Products In Multiple Places
The harsh reality is that you probably won’t gain a sale at the first interaction.
In fact, it takes eight touchpoints on average. Therefore, you need to focus on ensuring your brand is seen in multiple places. Your website, SEO, social media, and third-party websites are great starting points. Other retailers, local radio, and publications are great for your local efforts. Gaining press coverage and hosting promo events will also aid your cause.
You can also use promotional freebies. The key is to ensure that your company’s name is fresh in their minds. Once you achieve this goal, there will be no holding you back. When people need products like yours, they will think of your company.
#6. Assuming You’ll Get It Right At The First Time
Frankly, there is no worse source of problems than thinking you can rest on your laurels.
Just because you have seen some success with your marketing, that does not mean you have cracked it. There is always room for improvement, which is why ideas like A/B testing are so important. You can then test out ideas on a small scale before making the adjustments needed to gain maximum exposure and engagement.
Without this continued analysis, you will only see limited results. While it might not prevent you from making a profit, it will limit your success. For increased growth opportunities, this is the only answer.
#7. Ending Your Efforts At The Sale
Marketing campaigns give you a solid foundation, but success must be built upon them.
A strong approach to marketing and sales will generate interest in your products. However, many consumers will respond well to client support features like live chat. They need to know that you care about them and will respond quickly to any issues they may have. Self-guided support courtesy of explainer videos, guides, and forums can help.
Finally, you must ensure that you do not end your commitment at the point of sale. Loyal clients will are the key to long-term success. Remarketing and going the extra mile to keep them happy will translate to increased profits.
