It’s exciting to create a new product or service, but businesses often jump into the marketplace too fast. This can lead to costly problems down the road. Here are some common marketing mistakes businesses make and how to fix them.
The Wrong Customers
Trying to sell to just anyone will likely lead to disappointment. Don’t let the excitement of a marketing campaign cloud your judgment. Take time to figure out what your ideal customer wants, needs, and cares about. The content should speak to their needs, not your brand’s wants.
Not Tracking Results
Detailed tracking of marketing campaigns is extremely important. You want to make sure your marketing dollars are being effectively spent. Metrics help you measure your success, then tweak your campaigns to improve your results.
No Clear Goal
Marketing campaigns must have a clear focus. Every piece of content should support your overall strategy. Make sure you have a documented content strategy to follow. Entrepreneurs who ‘just wing it’ often come up empty handed. Create cohesive content that resonates with your target audience.
A good campaign connects with people. It provides valuable content that is educational, entertaining, or inspiring. Don’t try to sell. Think about who you’re trying to reach, what problems they have, and their desires. Ask yourself how your product or service can uniquely fill that void. Think of your marketing campaigns as stories. Find an emotional hook that people can relate to.
Too Much Content
Quality beats quantity every time. If you produce too much content, your pieces will likely lack substance.
Invest in a high-value evergreen piece that you can use for multiple campaigns and tailor for different audiences. Consider using micro-content. It consists of short, bite-sized pieces that a social media audience can quickly and easily digest.
A timely campaign has a lot more impact and reach. Tie it in with the holidays, social or seasonal events, news stories, or company milestones. Hubspot’s Ultimate Social Media Calendar is a useful tool.
Branding is Missing
People should know who you are and what you represent. Telling your brand story consistently and cohesively is the key to increasing brand awareness and building a relationship with the public.
How to Expand Your Reach
Small businesses shouldn’t ignore other available options that can help get their message out. Here are some to consider.
A consistent blog. Companies that have an active blog on their website get more traffic and attract more leads. The content can also be repurposed and shared on different social media channels.
Take advantage of email and texting. An email marketing campaign can help you build a large subscriber base. Send out regular emails and text messages to people on your list to keep your brand fresh in their minds.
Use social media channels. Social media is free to use and lets you reach a wide audience. Businesses miss opportunities if they don’t know their audience, ignore the competition, and fail to engage with followers.
Don’t forget SEO. Search engine optimization is key if you want to reach the right people. SEO makes your website more visible, brings in more traffic, and creates more opportunities to convert prospects into customers.
Need a Business Advisor?
If you are ready to work with a top-notch business advisor, give Lodestar Advisors a call. You can reach us at 443-280-0890 or by filling out the online form at the bottom of our webpage. We can’t wait to start this journey with you!