Marketing is at the heart of any business entity. In order to successfully promote your business, you need to avoid doing the following fatal mistakes;
#1 Lack of marketing plan
People search the web for different reasons. You can’t just go online and harass any internet users with marketing information. You’ve probably heard it a hundred times before, but I going to say it again, because it’s that important. If you fail to plan, you’re planning to fail. You must define your target market and test your ideas and initiatives.
You can’t market effectively if you don’t know who to focus on –and you simply can’t target everyone, because it doesn’t work. Pouring money into a product or marketing campaign that hasn’t been tested is a costly mistake
It’s essential to do some market research first, before you launch a new product/service or marketing campaign. At least that way you’ll have some idea of how successful you’re going to be. Or what results you can expect to achieve.
It’s a big mistake not to plan in your business. If you don’t do your research, define your market and test your performance and viability, then you won’t be a successful marketer.
#2 Reinventing the wheel
Marketing messages are constantly around us. They are on the TV and radio, on the Internet, on billboards, in our e-mails, on our cell phones/desktops.
What this means for you as a marketer, is that there are hundreds, if not thousands, of different marketing initiatives that you can review. You don’t have to start from scratch when creating a marketing campaign, and it actually doesn’t make sense to reinvent the wheel when you don’t have to.
You can pick up some great tips and ideas by taking a critical look at other marketing initiatives. This doesn’t mean that you should copy other people’s ideas; however, what you can do is use the basic concept behind the idea to create your own unique marketing message. Find out what works and what doesn’t work.
#3 Using jargon
Jargon is great for people who are actually in a particular industry, but when you’re marketing you need to use layman’s terms – unless, of course, you are targeting a highly technical group of people.
Any marketing messages that you send out, these days, should be clear and concise. Don’t confuse your targets, make them feel stupid or allow them to get distracted or bored
The use of jargon could cause many reactions. Remember that people normally react to marketing messages on an emotional level, not on a rational level. Don’t do anything that will cause your prospects to have an unfavorable reaction.
Causing frustration, or any other negative emotion that results from using too much jargon, will only hinder your efforts. You’ll obtain much better results if your messages are clear and easy to understand.
There are plenty of new marketing methods to choose from, but this doesn’t mean that you have to use them all. If you have a marketing technique that works, don’t change it!
#4 Changing what works
The only time you want to change a marketing campaign is when it’s no longer generating any money or producing the desired results. Changing your marketing message, just because you feel like it, is not a good idea. Furthermore, you should never launch a new campaign without testing it first. The idea is to stick with what works, while you evaluate and test other options and ideas for future use.
The mistakes discussed above are just few of those things marketers should avoid while promoting their business. There’re many more but it’s beyond the scope of this post to discuss them.