Do You Make These Small Marketing Mistakes?

Published July 6, 2019
Author: Brianna Jensen, special to Maine Creative

You can’t be an expert at everything, so you’re forgiven for not having the perfect 2019 marketing campaign. After all, not all companies have Coke’s budget to ensure the best products, mediums, and messages get to influence your audience.

Good news: even the big names in the world have made mistakes, so don’t feel bad if you’re still learning the ropes. The well-known company GAP had invested in a new logo design in 2010, only to have it impact their sales negatively. Customers hated the new look. They changed it back a few days later, realizing they should consider their consumers in such huge decisions.

But here’s an easy solution for those of us without years of experience: make fewer mistakes.

You can quickly tidy up your campaigns if you guard against the following blunders. What do you need to consider from now on?

     I.         General Marketing Mistakes

We compiled a few features that have relevance in many aspects of marketing. Whether you’re trying something new or want to improve an existing ad, can you make it more powerful by preventing this?

Changing Features that Work

Feeling desperate to see traction on your campaigns can prompt you to make drastic decisions. But as with GAP mentioned above, making those decisions too quickly can be disastrous. You’re fairly safe if you simply steer away from changing the aspects of your brand that do work:

–          If you know some consumers already associate certain colors with your brand, a new logo design in alternative hues won’t work.

–          Don’t advertise a brand new menu if your customers are already loyal patrons ordering the same dishes every week.

Not Considering Current Customers

Your new offers may look enticing to new customers, but are you still catering to your loyal supporters? Not everyone will want change. Devising a new price schedule as part of your marketing only works if your current customers still enjoy the benefits that made them pick you in the first place.

Not Using the Power of Special Offers

Companies always need to manage budgets, making it difficult to consider special offers with slashed prices. If you’re not making profit, why do it, right? But that approach is limiting your growth. You’re not considering the long term effects.

Photo by Artem Beliaikin (@belart84) from Pexels:

Special offers prompt people to make the first step to become loyal customers. Not using this method means you’re missing out on their future business. Special prices are sacrifices you make for long term gain.

II. Online Marketing Mistakes

As online marketing has grown in importance it’s worth giving it its own section. This is still a relatively new niche, but these online marketing mistakes are clearly ones you should avoid at all costs.

Not Using the Unique Online Resources Available

Simply being online isn’t enough. If you’re not using the features people have come to love, you’re missing out on impacting a large percentage of consumers:

–          Blogs: Blogs provide you with many of the features that make for excellent marketing: it builds your reputation by showing off your skills and allows for consumer interaction.

–          Mobile responsiveness: In 2019 mobile responsiveness is seen as vital for SEO ratings because hand devices are used more and more often. Also, your audience walks around with their phones all day so targeting computer screens only is futile.

–          Videos: People are much more likely to respond after you’ve used audio and visual mediums, so why are you simply sending out posts containing text?

Having Low-Tech Features

You need to impress in every way possible. Having a website that loads slowly is a sure way to prompt browsers to navigate to another site. You function in a fast-paced world, so nothing related to your brand image can be slow.

Not Inviting Action

Your information on a billboard may only be informational, but all aspects of your online presence must be about prompting consumers to take immediate action. Use calls to action and there must always be links to your website on your social media posts.

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A browser has the means of action whether it’s via a mouse click or a mobile phone button. Giving your audience something to do is how you convert visitors into customers.

By avoiding these pitfalls you prevent hurting your reputation or causing your audience to lose interest. It’s all for the sake of ensuring people hear your message without getting distracted by anything else.

Worth an audit of your latest campaign, right?

Brianna Jensen is a content specialist who curates, writes and promotes content for online businesses. Connect with her to discover a world of content types, fit for your organizational needs.

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