BY DANIEL DA SILVA LAY
I’ve been getting asked a lot of questions about marketing lately, so I’ve put together a list of marketing mistakes that I frequently come across. Hopefully this will help you avoid having to learn these ones the hard way…
7 Marketing Mistakes to Avoid:
- Our target market is everyone
Trying to appeal to everyone typically doesn’t work. Having a niche allows you to relate and engage with your customers better, build deeper relationships, create marketing campaigns that cost less and attract more customers.
- We need to focus on new customers
Repeat business can make up to 80% of the customers in a lot of businesses however too often, marketing campaigns are heavily focused on bringing in new customers rather than building relationships with current ones.
- The research tells us
Solely relying on the results of market research as a deciding factor when you need to make critical marketing decisions can be risky. Always consider how the research was designed and executed. For example, was the sample large enough to represent the population.
- Not having a clear marketing message
Marketing messages that are confusing, too long or too subtle can sometimes miss your target market entirely.
- Having the best product on the market
You might have the best product on the market but it’s the customer who ultimately decides which product they’re going to purchase. Businesses need to learn why customers do what they do to meet their needs and solve their problems rather than just focusing on telling everyone that they have the best product.
- Customers only care about getting the lowest prices
If this was true, then the luxury car market wouldn’t exist. Customers care about getting the best value for their money but they also care about what they’re going to get for their money.
- There’s no time to test and measure
It can be tempting to avoid split testing or not to test and measure your marketing efforts along the way because there’s something else that you would rather do. Tweaking your campaigns and seeing what works and what doesn’t can have a massive impact on your business.