7 common marketing mistakes that will hurt your business
TRANSCRIPT
7 COMMON MARKETING MISTAKES THAT WILL HURT YOUR BUSINESS
J.G. WolfeJuly 25, 2016
COMMON MISTAKE #1: THINKING MARKETING IS ONLY ADVERTISING
MARKETING IS ALL ENCOMPASSING
Anything a customer sees or hears representing your company is marketing
Packaging, email, on-hold messaging, etc. can all incorporate marketing messages
Social media is a free marketing channel – utilize it!
MISTAKE #2: TRYING TO DO IT ALL YOURSELF
DIY ISN’T ALWAYS IYBI
When it matters, use a professional• Logo, website, advertising
You only get one chance to make a first impressionProfessionals can often help get better rates when
buying media, printing, etc. on your behalf
MISTAKE #3: NOT HAVING A MARKETING PLAN
PLANNING IS CRITICAL
Before effectively marketing, you need to capture:• A realistic situation assessment of your business • Specific marketing objectives that align with business goals• Target audiences and how to reach them• Unique differentiators• Strategies and tactics for
meeting objectives
PLANNING IS CRITICAL
Keep in mind…marketing planning takes timePlan must be flexible and able to adapt to changing
conditions
MISTAKE #4: IGNORING TRADEMARKS
BRAND IP IS SERIOUS BUSINESS
Assess names/marks before jumping inSecure your brand via a trademarkAvoid a testy situation down the road, especially
with a larger competitor Work with an attorney with trademark experience
MISTAKE #5: NOT SELECTING THE RIGHT CHANNELS
BE SELECTIVE
Consider the medium carefully• Car Wrap…will be seen by the right people?• Groupon…are you giving up profits unnecessarily?• Social Media Advertising…do you have an effective
online presence?• Aggressive Telemarketing…will it just turn people off?• Billboard…can your business or offer be explained in 8
words or less?• Newspaper…is your target audience over 45?
BE SELECTIVE
There is no silver bulletA mix of channels is always best
MISTAKE #6: OVERLOOKING A CALL TO ACTION
CLOSE WITH ACTION STEP
You can’t expect an outcome when you don’t make an ask
Must be clear, concise & easy Create a sense of urgency when appropriate
“Call Now,” “Today Only,” “Only 6 Left”CTAs can provide a way to track effectiveness
MISTAKE #7: DELIVERING ONLY PROMOTIONAL MESSAGING
INCLUDE CONTENT OF VALUE
Use content to pull in customers as wellAttract consumers and business professionals
with information of valueShareable; peer influence factor Mix in your message in a subtle way – not
promotionally
