Marketing is a continuous work in progress. As you take new approaches to appeal to your customers and increase your sales you will find that some ideas work wonderfully, and some others leave quite a bit of room for improvement. We have gathered a list of some of the most common mistakes to avoid, to make your marketing efforts more focused and fruitful:
1) Not having a clear marketing strategy
When you’re promoting your product or service, be clear on the following:
– Your landscape: Who are your customers? Who is your competition? What avenues for delivering your product or service are available? What are your assets and your challenges?
– Your marketing channels: What marketing types (social media, B2B or Business to Business, promotional, mobile, etc.) are suitable for your business and customers’ needs?
– Your objectives: What are your goals? What key performance indicators (KPIs) are you using to measure your marketing success?
– Your marketing budget: How much are you able to spend on marketing in total? How much of it will you be spending on each marketing type you decide to do? How will you calculate your ROI?
2) Not proofreading your content
Poor grammar and spelling can be detrimental to your marketing efforts. According to a survey conducted by Global Lingo, out of 1,029 UK adults who were interviewed about their online habits, 74% stated that they take note of a website’s spelling and grammar, 59% wouldn’t do business with a company with obvious spelling and grammar mistakes in its site, and 82% wouldn’t trust a website that didn’t translate its content into English properly with their information. Make sure you proofread every single piece of written communication your company makes, to maintain your image and credibility.
3) Not marketing at all
In the good old days word of mouth would do the job, but with a global marketplace booming with startups and constantly-evolving marketing avenues, your business needs to jump on the advertisement wagon. In Australia, according to a 2015-2016 survey of over 440 B2B (Business to business) marketers, 57% of their marketing budget would be allocated towards tactics like digital marketing, content development and marketing automation. A booming marketing area is social media, where 64% said they either created or published online blogs and content. The survey found LinkedIn to be the most popular social platform for Australian B2B marketers, with 86% of respondents actively using the site.
4) Not measuring up to your promises
Research conducted by the ESCP Europe Business School found that customers assess an organization’s intention and ability to keep their promises at a rational and emotional level; by identifying guarantees and reliability in their word, as well as behaviors from staff members that make them feel valued and supported in technical or quality issues they may encounter. It comes down to their ability to predict your actions as you advertise them, and trust in your front line employees.
Set yourself up for success by making promises in your advertisement that you can actually keep. Offer a good value proposition, and make sure that you can fulfill this proposition with integrity. If you advertise the best customer service, have your employees in the front line align with this promise. Have your product reflect everything that you advertise to have.
5) Ignoring happy customers
Happy customers are an invaluable asset, and their voice is a powerful force in your business; when a customer is satisfied, you have an opportunity to use their experience to encourage potential customers to convert, and strengthen your reputation. The WikiJob case study exemplifies the impact of testimonials of happy customers displayed on a website: WikiJob made a small, yet significant change to their layout, by moving 3 very simple, yet positive testimonials from the bottom of their page to a higher position. As a result, the business saw a 34% conversion rate increase.
Acknowledge your customers beyond their purchase and maintain the relationship by communicating with them through email, social media, newsletters, mailings and offering them special offers. Strengthening the bond may lead to more sales and profits in the long term, as found by a study by the Harvard Business Review that sought to quantify customer satisfaction and its impact on revenue. In transaction-based businesses, customers who had the best past experiences were found to spend 140% more compared to those who had the poorest past experience. In subscription-based businesses, a member who reported having the best past customer experiences had a 74% chance of remaining a member for at least another year.
Create a space in your marketing where the voice of your happy customers can be heard, and you may reap outstanding benefits. The WikiJob case study exemplifies the impact of testimonials of happy customers displayed on a website: WikiJob made a small, yet significant change to their layout, by moving 3 very simple, yet positive testimonials from the bottom of their page to a higher position. As a result, the business saw a 34% conversion rate increase.