Jacqueline Camacho-Ruiz
Here are 9 mistakes that marketers make...
- Marketing too big: keep into consideration your target audience geographic location. It does not do you any good to market within a 30-40 mile radius when your customers are really located within a 5-10 mile radius.
- Not making everything accountable and measurable: every marketing piece must have a specific ROI (return on investment) or ROO (return on objectives) goal. Make sure to add a specific "code" and retain the actual marketing piece upon redemption so that you can track accordingly.
- Image advertising vs. Direct response: only big players can afford display advertising. The reality for most small business is different. Make every ad and marketing piece trigger a response from the audience by featuring a compelling story and creating a sense of "urgency."
- Wrong market: there is nothing worse than not marketing to the right audience. Do your homework by defining your various niche markets and creating specific, targeted messages that will appeal to them. The results will surprise you!
- Wrong media and choosing media first: a lot of small business falls into this trap. A desperate salesman comes knocking on their door selling advertising. Due to the pressure, the small business owner gives in without first finding out if that publication target audience matches his. It is extremely important to first define your audience, key messages, and then choosing the best vehicle to communicate those messages to that audience.
- Not testing in a small way first: if you are intending to send a marketing piece, it is ok to test first. For example, you'd like to send a special offer to 5,000 people. Instead of doing so, first choose a group of 100 people. Send the piece and wait for response. If it does not work, try a different call-to-action feature. In the long run, it will save you a lot of money.
- Not understanding marketing is math: marketing is definitely a math science. There are specific statistics about the % of response that you will get if you send a certain marketing piece via mail or email.
- Not spending your time on the most important job- marketing: this is one mistake that small businesses cannot afford to make. Marketing is a crucial part of operating a business. If you don't know how to begin, simply give us a call.
- Copying your competitors unsuccessful marketing: this unfortunately happens over and over again. Creative, successful marketing practices come from creating a custom strategy that will fit your specific situation, budget and overall objectives. Don't underestimate what you can do with a litte creativity!
