As a business owner or director of marketing operations, you have probably already tried multiple marketing strategies to attract the right clientele base. Sometimes, it can be difficult to understand why your strategies are not working and figure out ways to enact positive changes. The following are just a few of the mistakes companies make with their marketing efforts and ways that they can turn these mistakes around.
1. Letting Your Leads Linger
Let’s assume you have some good marketing strategies already in place. However, you might be letting some leads linger. In sales, jumping on leads within the first five minutes of inquiry is absolutely essential. If you don’t have stellar marketing automation software at your company, this is something you might want to invest in since it can help you better manage your sales from the point of inquiry to the closing of the sale.
2. Create Documented Content Strategies
One of the biggest areas of difficulty for marketers is creating documented content strategies, which seems incredibly counterintuitive. However, in the past few years, this practice has been on a downward trend. In 2015, about 32% of marketers created documented content strategies, as opposed to 35% in 2014. Content strategy is what provides you with the groundwork for content marketing, so taking the extra time to document content strategies is essential for marketing success.
3. Relying on Shaky Statistics
Data is important. Reliable data is extremely beneficial. However, if you are conducting an Internet marketing campaign, bad stats can be detrimental. Data collected from small (and probably biased) sample sizes, stats that provide a very rough model of actual data, subjective data, and data gathered from certain focus groups can all be damaging to your marketing campaign. Instead, get help from a company like The Rainmaker Institute or pull data from reputable sources with large enough sample sizes that lack subjectivity in their approach.
4. Offering Too Many Freebies
“Free” is an attractive term, but it isn’t always the most effective form of marketing. If every seminar you offer is free, you have to add more incentives (which will come out of your budget) for people to consistently show up. Occasional freebies (such as items or coupons that are given out at parades, local events, or in online contests) are great but can negatively impact your marketing by making you look desperate.
5. Not Utilizing Social Media Networking
We live in the Digital Era, so crusty marketing methods simply aren’t going to work like they used to. Social media sites can boost your outreach, but you have to develop the right kinds of social media marketing strategies. Take, for example, NASA’s #AYearInSpace mission. Through social media, NASA astronauts floating through space were able to captivate audiences here on Earth and spread awareness of what NASA actually has their astronauts do while in space. Use social media to let potential clients know what your business is all about and use strategies to keep them coming back for more.
Marketing doesn’t have to be a nightmare. When you recognize the strategies that might be harming or hindering your efforts, you can take the initiative to enact some changes. Keeping your strategies current and avoiding cutting corners can help you get ahead with your marketing.