Marketing for a large or small business is meant to be an investment, not an expense. Whether your strategy is digital or print, this sort of investment always has a risk. The correct buy-in offers a large reward, while the incorrect one can put a business under. Here are five common marketing mistakes your business should avoid in any advertising plan. Learning from others’ mistakes helps you create a return on your investment.
Paying to Advertise to Everyone
Getting potentially limitless exposure for your brand may seem appealing, but what good is it if your target audience is a fraction of that? Paying to advertise on broad channels is often an expensive and risky proposition. Look to marketing channels where you can target your audience by demographics and location. Use your own historical data to determine these statistics and you’ll see bigger returns on your investment.
Believing Empty Promises
If you’re a business owner or marketing professional, you’ve probably received your own fair share of “cold call” emails. Many of these start with an empty promise, such as, “Rank number one on Google for your search term.” These promises are so generic and empty that a reputable marketing agency or service provider would no better than to use it. Use genuine language to connect with readers first.
Not Doing Your Own Research
Don’t buy into any marketing plan because a sales representative made it sound appealing. Like anything you buy in your business or personal life, make sure you know what you’re getting into before you make the investment. A little research goes a long way. Always ask for references that you can contact, and look up reviews for any marketing sales pitch you might receive.
Changing Direction Early
Buying into a marketing plan isn’t an overnight success. There is no question you want the return on your investment just as fast as you wrote the check, but most marketing takes time to set in with your audience. The first few days, even weeks or months, can often be a nerve-racking experience. If you’ve done your due diligence, know that a little patience can go a long way.
While it’s convenient to communicate only over email, being able to speak with your advertising reps over the phone or even in person will give you more peace of mind and realization that the service provider cares about your investment. Take the time to pick up the phone when researching your marketing plan. Those that communicate with you are much more worth your time and investment than those that don’t. You can also think about call center consulting as part of your marketing strategy. Call center consultant professionals will help devise a strategy specific to your business to get buyers interested.
Marketing is a hairy business. You have to do a lot of your own research to see the fruits of your labor come forth. Use these ideas to improve what you already have and get more involved in other kinds of campaigns as well.