By William Eve
As a business owner, you should pay attention to every detail and, on top of all, avoid making some basic mistakes because it can cost you more than you expected. In this article you will be presented with some very common marketing mistakes and some possible ways to avoid them.
Not Having a Marketing Plan
As you probably already know, having a strongly developed marketing plan is vital for the survival of every company, especially for smaller ones. However, there are a great number of business owners who realize that they do not have such a plan when they would have needed it and are desperately trying to save their company from a total failure.
There are others who believe that marketing plans should only be developed by big corporations. This is completely false, as it is also very important for smaller companies in order to achieve success. In fact, it is even more important because mistakes can be fixed more easily for big companies, while the small ones are not always able to handle certain situations.
Not Knowing Your Target Audience
Failure to properly define who your exact target audience is for each and every one of the products you offer will undoubtedly lead to a business failure, at least in terms of marketing. You must always take savvy and smart decisions, which are mostly based on adapting the products in order to make them more suitable for the target audience.
Furthermore, it is very important to be very narrow with your definition. Having the smallest number of people possible for your marketing solutions can sometimes represent a very important advantage for your company. Isolate and identify your niche, then market into it.
You must always assign a person who is responsible for marketing. If everyone has the same level of responsibility, then no one is responsible for this critical part of your business. As a small business owner, you might not hold the necessary resources for hiring specialized marketing personnel, but you can get the help of a marketing consultant who is specialized in small businesses.
The money spent for this consultant may be the best you’ve ever spent.
Lack of Tracking Mechanisms
Setting up certain mechanisms that can be used for the tracking of your results for each of the marketing campaigns you run is a very important step and you should always consider it. If you lack an efficient way of doing this you will not be able to know if investing in a certain campaign was worth it or not.
No Consistency of Brand Templates
Adding credibility to your branding is one of the most important steps for a successful marketing campaign for your business. In order to be able to achieve this, you should always check parts of your marketing audit, such as invoices, websites, business cards, Yellow Pages and every single component of your advertising.
By doing so, you will be able to decide upon the ideal template for your business in the shortest time possible and gain some extra customers who will appreciate the image of your business. If you fail to think about these aspects from a marketing perspective, then the lack of consistency will probably be obvious to potential customers.
Poor Grammar, Spelling and Copywriting
There are many situations in which you encounter spelling mistakes. Restaurant menus, websites, magazines, newspapers, they are everywhere. And they often they give the impression of a lack of professionalism and poor attention to details. Prospects may assume that the lack of attention to details may be a part of how you operate then take their business elsewhere.
Therefore, it is very important to have someone double check all the texts of your ads and every single document prior to its publishing. Catching and fixing every mistake is very important for every company.
William Eve is the marketing coordinator for the mortgage comparison and application service Home Loan Finder.