For many, marketing may seem like an easy thing to do, but on the contrary, it’s just as complex as other facets of business. Perhaps this is why so many marketing campaigns fail to succeed. For over 20 years, I’ve worked with businesses, small and large, to transform the way they look at and approach marketing. Oftentimes, when reviewing their past marketing efforts, businesses may have missed a key element or placed emphasis on the wrong thing. While this may seem like an honest mistake, it could mean the difference between success and failure. Now that COVID-19 has shaken up the business world, it’s even more vital to approach marketing in the correct way so you can bounce back.
In order to make the most of your marketing, I’ve outlined some of the top marketing mistakes businesses make so you can avoid them.
Missing the mark on messaging
When you think of your product or service, what do you want the world to know about it? The answer to this question is what should be conveyed through your messaging. Interestingly, I’ve witnessed many companies fail to highlight the true essence of their brand. In order to capture this, I often recommend conducting a branding audit. A branding audit can help uncover the true meaning of your brand and determine how well your brand communication meets the goals you’ve set for your business. You can also better define your unique selling position in contrast to your competitors.
Right now, since we’re experiencing a shift in how brands should shape their messaging as a result of COVID-19, I encourage you to take a look at our previous blog to find out what customers want to hear from your business at this time.
Failing to capture and follow-up on leads
Imagine you invested so much time, energy and money into creating a marketing campaign, and then failed to follow up on any leads. What would be the point? Shockingly, many companies fail to follow-up on their leads. In fact, one study found that only 27% of leads are followed up on. If that wasn’t bad enough, businesses sometimes fail to capture any leads at all! When I work with my clients, I encourage them to inform me of their monthly activities so that my team and I can identify any opportunities to capture leads. It’s important to remember that every touchpoint with a customer, whether it’s a website, Google Ad, trade show booth, open house, etc. is an opportunity to capture a lead.
Lacking proper research, planning and strategy
When you started your business, chances are you likely did some research before diving in.
The same amount of energy needs to be invested into your marketing. Many business owners approach marketing using a trial and error mindset, but then become frustrated when they lack an ROI. I often remind my clients that marketing takes time to work, and it often works best when it is researched, planned and rooted in strategy. To learn more about CreativeWorks Marketing’s award-winning marketing approach, check out our website.
Many businesses are trying to recover from the hit of COVID-19, and marketing is one way that can help you during this time. If you want help avoiding common marketing mistakes, give CreativeWorks Marketing a call today!