No two ways about it, marketing is an essential part of growing your business and achieving success. But just as the right marketing techniques can catapult you forward, the wrong techniques or even good techniques that are ill-timed have the power to ruin your business. Your marketing efforts must always be properly researched, designed to reach the right audience and timed for optimum results. Simple mistakes in marketing can make what sounds like an excellent campaign fall flat on its face or, worse yet, it can turn potential customers away. Learn more about five marketing faux pas business owners commonly make so you can avoid doing the same.
- Obnoxious In-Your-Face Marketing Efforts. When you’ve taken time to determine who your customer base is, you can ensure that your efforts target people that are interested in and seeking products and services such as yours. The quickest way to turn people off is by continually slamming them with advertisements for products they have absolutely no interest in. Someday they might be interested, but obnoxiousness will prevent them from coming to you.
- Drive-By Social Media Posts. Social media marketing has the power to extend your consumer reach around the globe. If you’re going to use it, use it with consistency while interacting with followers. Create a schedule of at least three posts, pins or statuses per week.
- Misleading or Hard-to-Understand Information. Naturally, you want to attract consumers and convert them to customers. But don’t be tempted to lie or mislead to do this. Likewise, use words your consumers will understand and save the industry jargon for your colleagues.
- Improper Focus. We all like to have the spotlight on us at one time or another. But as you educate consumers about your business, make sure the focus is on how your products and services can help them fulfill a need. Don’t make your marketing efforts all about me, me, me.
- Controversy, Disaster and Scandal. Companies that try to increase business by capitalizing on controversy, disaster or scandal generally live to regret it. Steer clear of this temptation and focus on building your brand and business reputation to earn customers the right way.
If you’re a small-business owner or solopreneur, low marketing funds can lead you to tend to your business’s marketing without the benefit of professional assistance. This is okay as long as you take the time to know your consumer base, define what you wish to accomplish through marketing and create a plan that’s consistent, effective and doesn’t drain your time or money. Use traditional and social media marketing techniques simultaneously to keep your focus balanced between local and global consumers. Enlist the help of an employee who’s social media savvy or choose the venues you are familiar and comfortable with. The more you market, the more you’ll learn and the less likely you’ll be to commit any of these faux pas. Learn from your mistakes so you can increase the growth experienced as a direct result of your marketing efforts.