What are the four business marketing mistakes, When it comes to developing the recipe to guide you toward business success, you are going to need a pinch of marketing? If you’re a business owner baking away in the kitchen, you may be looking for a few cooking tips to get the mix just right.
This blog identifies four of the common marketing pitfalls that business owners make. Avoiding these marketing mistakes will ensure your marketing strategies are as successful as possible, which will translate into a successful business too!
1. Targeting the wrong audience
Oftentimes business owners think they ‘know’ their clients based on their ‘gut’ and forgo doing market research. However, the preconceived notion of ‘who’ your client is is probably not entirely accurate.
Regardless of how well you think you know your client, it’s important to take a closer look at the data to confirm. Otherwise, you risk wasting money through excessive marketing costs and poor sales conversions.
Using email marketing to send a feedback survey is a great way to identify your audience. Ask your clients who they are and why they use your product or service.
A feedback survey is a tool that can identify your audience demographic, i.e. age, gender, location, occupation, etc., but provide insight into why people love your product or service, and what problem or pain point you solve for them. The results may surprise you!
2. Overlooking an online presence
If you’re a small business owner targeting a local market, you may think that you don’t need to have an online presence – that good ol’ word of mouth and Yellowpages will suffice.
In fact, according to CNBC, almost 50% of small business owners don’t have a website. *Gasp!
But in today’s digital age, a website is a must. Benchmark One says, ‘More than 90% of consumers search online for products and services, and consumers will generally find you online before they go to your business.’
A website is a way for clients to confirm the credibility and professionalism of your business. Without a website, potential customers or clients may have concerns about the legitimacy of your business. Clients always go to the websites to check the reviews of the product. So getting reviews is another important aspect of marketing. If you failed to manage reviews for your websites then you may purchase negative Google reviews or positive reviews to look more credible in front of your customers.
One might say, ‘If you don’t have a website are you even a real business?’
And in the eyes of some, the answer is, ‘no.’
And if you have a website, consider investing in SEO to boost your keyword rank. If you are a chiropractor, you may look online using keywords SEO for chiropractors and find a service provider, or tips on how to optimize your site!
The same goes for social media… If you’re technologically challenged or haven’t made friends with social media yet, pick one platform to put your energy into.
Having one strong platform is better than having none. So take your pick: Facebook, Instagram, Twitter, TikTok?
3. Not having a niche
What sets your business apart from your competitors? Why should people purchase from your business as opposed to the many others out there?
If you don’t know why your customers probably won’t know why either. So shout it from the rooftops. Aka – make sure your marketing educates your customers about why they should do business with you. Whether it’s the price point, product quality, or reputable position, let your audience know what your business’s competitive edge is.
4. Neglecting existing customers
When you’re focused on attracting new clients, it can be easy to overlook your existing customer base.
However, maintaining a superb customer service experience for your current clientele will boost your chances of repeat purchases and… referrals. So it’s a win-win really. A Startup Nation study reveals that acquiring new customers can be nearly 6 times more costly than cross-selling or upselling to existing ones.
Dedicate a chunk of your marketing budget to customer retention to ensure you’re nurturing that relationship and fostering customer loyalty. Consider offering a 10% discount on future purchases to current clients or an incentive for referring a friend to your business.
By avoiding these common marketing fails, you’ll be spending your marketing money more wisely, thereby giving your business the best chance of success.
About The Author
Dana Da Silva is a freelance writer and journalism graduate who has spent the past decade working in PR within both the public and private sectors. She writes sharp copy for a broad range of clients and topics and has a flair and passion for storytelling and creative writing, including novel writing, blogging, and penning poetry. Dana considers writing to be an exquisite art, free therapy, and a form of meditation.