You probably know by now that no business can survive without some form of marketing. This is what lets people know you exist in the first place, and then convinces them that your product or service is worth their hard-earned money. No matter what you’re selling, it’s important to go about marketing the right way. Here are some of the most common marketing mistakes you need to avoid.
Using Digital Marketing and Only Digital Marketing
Digital marketing is pretty much essential for modern businesses. Google is the first port of call for almost any modern consumer looking for a product or service, and if you’re not showing up in their results then you’re not going to make many sales. However, it’s a big mistake to think that digital marketing is the be-all and end-all of modern marketing. In a world where absolutely anyone can set up a professional-looking website or pay for PPC ads, consumers are much more wary of getting ripped off. One of the best ways to put their worries to bed and inject a little more life into your brand is through traditional marketing. If you haven’t already, look for a digital printing company that’s worked with similar businesses, and commission some flyers, posters and promotional items you can throw around.
Having No Concept of Your Ideal Customer
One of the biggest issues with modern marketers is that many of them have a completely product-centered view of business. They know their product like the back of their hand, but only a loose idea of the kinds of people who want or need it. The very worst kinds of marketers are those that believe this isn’t important because their product is so “cutting edge.” Just as you’re a total expert on your product or service, it’s essential that you’re an expert on the people you’re targeting. How old are they? What’s their occupation? What are their biggest wishes and fears? What are their political, social and even philosophical beliefs? The most effective marketing campaigns in the world start with a keen understanding of the customer, and you’re not going to get anywhere fast unless you know your ideal customer like any member of your family.
Failing to Compose a Good Value Proposition
If this is the first time you’ve heard the term “value proposition”, then you’ve got a lot of catching up to do! Even when you know your customer better than your spouse, it can be a real challenge to come up with a value proposition that gets results, and makes people want to buy what you’re selling. Hitting this on the head takes a keen understanding of various business dynamics which affect processes at all stages of the supply chain, which unfortunately is only possessed by a handful of elite marketers. However, you should still strive to get fairly close! Set some time aside to really pin down the value which your product or service offers the end customer, and to condense this into a short, convincing statement.