Common marketing mistakes (and how to avoid them)

Common marketing mistakes (and how to avoid them)









A good marketing strategy can either help launch a new business or help grow an existing one. Depending on the chosen marketing tactics implementing a marketing strategy can be a costly investment. Do you want to receive the most from the money you spend on marketing? Avoid these common marketing mistakes.









1. Not marketing for your target audience




In order to be successful you need to effectively reach your target market through your chosen marketing tactics. As Seth Godin mentions in his book Purple Cow "A product for everybody is a product for nobody."









2. Lacking diversity and frequency in marketing




Your target market needs to become familiar with your products / services / brand. Thus, you need to make use of different marketing channels relevant to your target market and use them continuously. Remember that marketing is an ongoing process, you need to be consistent with the implementation of your marketing strategy.









3. Forgetting to focus on building repeat business




In most cases repeat business makes up to 80% of a business' clients whilst new clients make up a low 20%. Don’t forget to build and maintain client relationships and market your services to your current clients. Continuous product development and great customer service will ensure repeat business.









4. Lack of a clear marketing message




If your marketing message is unclear and inconsistent, you won’t receive any worthwhile results. For example, include a compelling, clear headline in ads in order to show your target audience that you’ve got what they need. Always include your unique selling point (USP) in your marketing communication as this is what gives you an advantage over competitors. Again, continuous marketing communication is key.









5. Unnecessary change to your strategy




Your marketing strategy might seem boring to you, but if it’s working, don’t change it drastically. However, do try new marketing channels and gauge their performance.









6. Blowing your entire marketing budget




Marketing can be described as building a positive reputation and creating brand awareness for your company with your desired target audience. Marketing is an ongoing process, therefore don’t spend your whole marketing budget on one ad.









7. Not measuring your marketing efforts




Measuring the effectiveness of your various marketing tactics will help you identity which tactics works best and show the highest ROI.









8. Slashing your budget where it is most needed: marketing




When money is tight the marketing budget is often the first thing that gets slashed. Marketing is a long-term investment and as we’ve mentioned before, it should be done on a continuous basis. Don’t cut your marketing budget, you will feel the negative effects in the long run.









Are you making some of the above mentioned mistakes but don’t know what to change or where to change it? Contact us with your marketing question!