Marketing Column
How to avoid common marketing mistakes
Marketing agency VeriBerri advised on how to ensure your business doesn’t fall into common marketing traps. M
arketing is constantly evolving, so you need to stay ahead of the game if you want to stand any chance at overtaking your competitors. This being said, many brands don’t know where to start when it comes to building a powerful promotional strategy. To help you avoid running into the same problems many brands face, our experts have shared the most common marketing mistakes and how to avoid them.
Not defining your target audience No matter the industry that you operate in or the size of your business, defining your target audience should always be your first point of call. Understanding who you’re trying to reach is essential if you’re looking for a generous return on investment (ROI) from your marketing efforts. Without this background knowledge, there is a chance that you could be wasting both your time and money. You need to research who your target audience is and understand their pain points, wants, and needs. This will allow you to curate a customer persona and create a tailored marketing campaign that appeals to those who are interested in your offerings.
Not being prepared with a strategy Your marketing strategy is essentially a plan that outlines what you’re looking to achieve from your marketing efforts and how to do so. Without a detailed strategy in place, your team are likely to work less efficiently as they will not have a clear direction on what to do and when.
Any effective marketing strategy should include: • Your measurable objectives and what you’re looking to achieve.
• The marketing techniques that you’re looking to implement.
• Personalised SMART goals – specific, measurable, achievable, realistic, timely. • Research your competitors and audience.
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Not measuring your results Forgetting to measure and analyse your campaign’s performance on a regular basis is another top contender in the rankings for marketing mistakes. Tracking your results is crucial if you want to find out what’s working well, and which areas need further optimisation to help improve your performance even more so.
Not having a unique selling point (USP)
There’s no doubt about it, many markets are oversaturated. This means you need to offer something special or have a USP to stand out from the crowd and make a lasting impression on your target audience. Take advantage of your speciality and tailor your content towards this to see enhanced results.
Not having a consistent brand One of the most common marketing mistakes is not having consistent branding at every touchpoint. Your branding is key to becoming a recognisable name in your industry and being memorable to both new and existing customers. With uniformly presented brands 3.5 times more visible to customers and receiving 23% more revenue than those with inconsistent designs, your branding is certainly something that you don’t want to overlook.
Not having a set budget in place at the outset
When it comes to building an effective marketing campaign, it’s important to remember that you will never be able to please everybody. The most economical and successful strategies captivate your target market and have lasting impressions on your potential customers. Remember – the biggest budget doesn’t always generate the biggest return!
Having a budget in mind allows you to track your spending and allocate it appropriately between your campaigns to see the best ROI. You should set a monthly budget prior to starting your marketing efforts and then adjust as necessary going forward.
Not keeping it simple
Everything in marketing should be created with your target audience in mind. However, sometimes, brands try to test the waters a little too much and create campaigns too complex or overwhelming for their customers. It’s important to not overcomplicate your messaging to help improve your engagement rates and resonate with your market.
Not engaging with your customers It’s not uncommon for businesses to focus their efforts on gaining new customers. However, it’s important to remember that you also need to retain loyal customers as these can be extremely valuable figures for your business. What’s more, it’s also much easier to keep hold of a customer rather than build a relationship with somebody new.
Here are some ways to keep your loyal customers interested in your brand:
• Keep in contact with them through email marketing communications.
• Introduce offers or premium content to customers who take a certain action.
• Post fresh content on your social media accounts regularly.
• Respond quickly to their comments and direct messages on your social media channels.
• Send personalised messages to your customers to build relationships.
• For more,
www.verriberri.co.uk www.printwearandpromotion.co.uk
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