The 7 Most Common Marketing Mistakes

The 7 Most Common Marketing Mistakes



The 7 Most Common Marketing Mistakes
When marketing your product or​ service,​ you​ need to​ have a​ firm understanding of​ your audience,​ the​ message you​ want to​ deliver,​ the​ offer you’re willing to​ make,​ and the​ optimal timing for your marketing campaign.
Too often novice marketers,​ even marketing veterans,​ make costly mistakes that result in​ poor performance of​ their marketing campaign .​
Common marketing mistakes can be avoided with adequate planning,​ attention to​ detail,​ and ongoing measurement and evaluation.
If you’re considering a​ traditional marketing campaign,​ an​ Internet marketing campaign,​ or​ something that’s never been tried before,​ be sure to​ avoid these common marketing mistakes.
1 .​
Timing .​
you​ may have a​ great list,​ a​ fantastic offer,​ and even a​ well designed marketing piece,​ but if​ your timing is​ off,​ so too will be your results .​
as​ an​ experienced marketer,​ I​ have seen some very expensive marketing campaigns that were very compelling but failed to​ produce results .​
This is​ because the​ campaign reached consumers at​ a​ time in​ which they had no interest in​ buying the​ product .​
For example,​ trying to​ sell snow shovels in​ July would not be considered good timing.
2 .​
Failure to​ Test Your Headline .​
as​ the​ first thing your prospect usually reads,​ the​ headline is​ essential for luring your prospective buyer into the​ message,​ your offer,​ and the​ action you​ want them to​ take .​
Regardless of​ the​ medium,​ you​ should continually test your headlines (or subject lines) by running split tests and evaluating response .​
This ensures that your marketing message attracts the​ largest number of​ prospective buyers.
3 .​
Failure to​ Test Your Offer .​
in​ direct marketing,​ the​ offer is​ directly correlated to​ 40% of​ your response .​
If you​ have the​ right offer,​ people respond .​
There are other factors to​ consider as​ well,​ but providing a​ compelling offer is​ required in​ most instances .​
Offers can range from discounts to​ hurry while supplies last,​ but the​ commonality remains .​
Test your offers for optimizing response.
4 .​
Having a​ Good List .​
Having the​ best offer and award-winning design is​ not enough .​
For many types of​ marketing campaigns,​ success is​ directly tied to​ having a​ targeted list .​
With today’s sophisticated list generation tools,​ you​ can acquire lists that are highly segmented based on​ demographics,​ psychographics,​ buying behavior,​ and many other characteristics .​
The key here is​ not to​ be penny wise and pound foolish .​
If you’re wondering where to​ invest your marketing dollars,​ spend them on​ developing a​ good house list (names you​ acquire on​ your own) or​ by renting/purchasing a​ well segmented marketing list.
5 .​
Relying on​ a​ Single Communication .​
on​ average,​ consumers are hit with over 2,​000 marketing messages everyday .​
in​ fact,​ recent studies have indicated that consumers need to​ see your marketing message an​ average of​ 12 times before they take notice .​
If there is​ any truth to​ the​ claim in​ part or​ in​ whole,​ it​ means that you​ must communicate to​ prospects on​ a​ regular basis .​
Placing a​ single ad in​ the​ newspaper or​ sending a​ single email cannot deliver effective results .​
Determine the​ media that prospects use to​ gather information and develop an​ ongoing campaign that works within your budget.
6 .​
Not Measuring Campaign Effectiveness .​
Over time,​ your business is​ going to​ do a​ lot of​ marketing .​
Even if​ you​ are a​ small business wondering how you’re going to​ communicate to​ a​ prospective audience,​ you’re going to​ eventually have some type of​ communication .​
Regardless of​ the​ marketing campaign size or​ expense,​ you​ need to​ track your results .​
This can be done with a​ simple spreadsheet or​ a​ multi-million dollar CRM system .​
the​ bottom line is​ you​ need to​ record what works and what doesn’t so that you​ can improve your results in​ the​ future.
7 .​
Failure to​ Continue the​ Dialogue .​
After consulting for a​ number of​ large companies,​ I’m still amazed at​ how many fail to​ communicate to​ customers on​ an​ ongoing basis .​
Often times,​ consumers or​ businesses only hear from the​ seller when its time to​ buy again .​
If you​ have an​ established customer base,​ chances are you’ve worked hard to​ acquire them .​
you​ should be spending some of​ your marketing budget to​ retain them .​
Be sure to​ open a​ dialogue with customers,​ solicit their feedback,​ and communicate with them regularly .​
This will help to​ build your business over the​ long-term.
If you’re new to​ marketing,​ have experience as​ a​ marketing professional,​ or​ simply want to​ improve your current marketing results,​ be sure to​ learn from the​ mistakes of​ others .​
to​ be successful,​ continually work towards improving your marketing effectiveness .​
Avoid the​ 7 most common marketing mistakes,​ and you’re on​ your way to​ delivering tangible results.




You Might Also Like:




No comments:

Powered by Blogger.