Marketing Mistakes to Avoid
Regardless of your marketing avenue, or the product or service in your shopping cart, there are good and bad ways to market. And most have more to do with the implementation than anything else. Here are six marketing pitfalls to avoid in hopes that your next project is a huge success!
In a time when you can choose to freely tweet and update your consumers (followers and fans), too many people and companies choose to broadcast their message as opposed to engaging their audience. Word-of-mouth marketing is both free and priceless! Post informative and moving pieces that at least earn you “likes” but preferably lots of comments and shares. A connection to your consumers goes two ways and it is stronger and more powerful than the one-way broadcast.
Transparency is one of the best policies and practices you can adopt in marketing. When you start avoiding the tough questions, dis-allowing certain customer comments or reviews, and other diverting tactics, people start to wonder what you have to hide? If there is something you need to fix, then fix it! Something you need to make right, set it straight! You’ll find that your consumers will be far more forgiving of any short-comings when you are honest and open about them.
3. Being Boring, Predictable or Less than Authentic
Spice it up! Just because something has always been done one certain way, doesn’t mean it isn’t utterly stupid, or at least deserving of a fresh approach. Come at your marketing strategy from different angles, include input from various mindsets. If everyone at the table thinks just alike, then you’ll walk away with one uniform decision, but it may not speak to every person on the market. And while you won’t be all thing to all people, you don’t need to completely box yourself in either. Just make sure you also don’t go to the other extreme and try to seek an entire committee’s approval for every marketing decision.
4. Failure to research
Do your homework, and do it first. Determining how you want to market something is best approached once you know everything you can about what you are marketing, to whom you are marketing and exactly what message you want to send and why. Set clear goals, otherwise how do you know what you’ve achieved? And move beyond just a monetary end goal. For example, raising your customer satisfaction is an excellent goal; now how do you want to get there?
5. Logic over emotion
And when all your research is in a row, don’t forget that your consumer will still make emotional decisions that defy all logic and research. You can promote in a convincing, matter-of-fact approach, that proves rationally that you’re the better choice…. but in the end you have to connect with your consumer. Without a connection, there is no loyalty or engagement – two things that you will find imperative for growth.
6. Following the Leader
This can be following your competitions’ marketing strategies, or even the product or services offered. Being a “me too” is never good. Even being one better is not as effective as being one different, one all original and all your own. If you find yourself standing about halfway back in line behind the leaders, take a step to the side and form your own line.
Savvy Marketer Terry Ford has learned some of these lessons the hard way. One tool she always uses to make her work clean and professional is the web’s best grammar checker. Another tip she shares is for small business owners to be as active as they can be in entrepreneur organizations.
Article publié pour la première fois le 28/02/2012