Marketing is a tricky business. Today’s consumers demand interactions that are genuine, helpful and relevant.
Every piece of content you send to your customer (i.e. emails, blogs, ads, etc.) should be about them, not you.
With a saturated marketplace and new technologies emerging every year, marketers must be more mindful and creative than ever when it comes to their marketing strategies and techniques.
Are You Making These 6 Marketing Mistakes?
Between social media, SEO, automation, advertising, etc., modern marketing can be overwhelming. But don’t worry; we’re here to help.
While it would be impossible to cover all the juicy details in one blog post, we’ve compiled this list of common, but easily overlooked marketing mistakes that can kill your business's brand and bottom line.
1. Misunderstanding Your Buyer Personas
You’ve heard the term “buyer persona,” but do you really know what it means?
According to HubSpot, a buyer persona is “a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.”
Why is it important? Knowing the motivation and thought processes behind potential customers’ buying patterns allow you to streamline your marketing focus and attract the most qualified leads.
2. Failing To Automate
In today’s market, customers expect to be wooed by the companies they’re interested in. This means being shown content that meets them where they are and solves a problem they have.
Marketing automation is software that can help your business do exactly that by more efficiently nurturing leads. It allows you to send highly targeted, relevant messages to the right leads — at the right times. This results in an increase in sales and revenue.
3. Having An Inconsistent Brand
Whether you realize it or not, your business has a brand. Simply put, your brand is what people think of when they hear or see your business’s name. In order for your company to truly succeed, the brand should be clear and consistent.
So what does a consistent, clear brand look like? The same fonts, colors, verbiage, and style across all platforms. This includes your logo, all written and digital marketing materials, and all the businesses and products you associate with.
4. Favoring SEO Over People
Every marketer knows the importance of search engine optimization (SEO) and ranking on Google. If your business can’t be found online, then sales won’t be easy to come by.
However, it’s crucial to remember there are actual people on the other end of that internet line. The last thing you want to do is bombard online content with fluff keywords that interrupt flow just to increase your ranking.
What’s more, Google’s algorithms are so complex that it’s often difficult to know exactly what you should include in order to be found. Your best bet is to focus first on providing quality content your target audience will deem helpful.
5. Underestimating Email
In the midst of evolving social media trends, it can be all too easy for marketers to neglect their email campaigns. This is a huge mistake.
Email marketing isn’t just relevant today; it’s actually the most effective method of marketing communication, according to recent research.
6. Being Self-Absorbed
If all you’re putting out in the world are sales messages, you won’t see much success. Modern consumers want to do business with companies that care about meeting their needs, not just making a sale.
It’s important to advertise your products or services during the marketing process, but make sure to include plenty of other information as well, such as how you can solve the pains your customer is experiencing, customer testimonials, high-quality imagery of happy people using your product, etc.
The goal is to show potential customers how your product or service can improve their lives. You can't do that if you only focus on you.
No matter where you are in your marketing journey, avoiding these six mistakes is a big step in the right direction.
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