Mistakes. We all make them. Anyone who tells you otherwise is kidding themselves. However, just because making mistakes is an inevitable part of running your business, doesn’t mean you can’t avoid at least some of them.
What follows is a list of the 5 most common marketing mistakes I’ve seen. Heck, I’ve even made one or two of them myself. But the important thing is learning from these mistakes so you don’t make them again.
1. Using only one form of marketing—This is an SEO/internet marketing blog, so obviously I’m a big believer in the power of these tools. However, I’ve run across far too many “internet marketing experts” who believe a strong online presence is the only thing you need to be successful. Make no mistake about it. You can probably run a pretty profitable business just by marketing online. But why limit yourself? A well-rounded marketing campaign—one that includes both online and offline marketing—will help your business reach its full potential.
2. Not testing—You should never run a campaign without testing something. For example, when running a PPC campaign, you should be testing different AdWords copy, landing page copy and design, price points, etc. If you aren’t testing, you’ll never truly know how (in)effective your campaign is. Constant testing and tweaking is the only way to get the best results possible.
3. Focusing on price alone—First, let me say there is nothing wrong with having a competitive price point. However, hinging your success solely on having the lowest price is a dangerous practice. It can lead to constant price drops as you try to outdo the competition and shrinking profits. Always focus on giving the maximum quality for the dollar, no matter how low or high your price point.
4. Sending inconsistent messages—Consistency is essential for building a brand consumers know and trust. This means you need to focus on the same benefits in your marketing messages, use the same tone in your copy, and avoid constantly wavering on your pricing and your product offerings.
5. Not understanding your target audience—I finish this list with perhaps the most deadly marketing mistake you can commit—not knowing your target audience. If you don’t know who your target audience is or what they want, you have virtually no chance of being successful. I’ve written about this subject at length, so I’ll refer you to this post on defining your target audience.
Making mistakes is a natural part of becoming a better business owner and marketer. Which mistakes have you made and learned from? Share your experiences in the replies.