As a business owner, it can be easy to forget about the marketing efforts for your own company. We know it can be difficult to make this a priority, especially when you’re constantly giving 110% for your clients. But there’s no reason your company should lose sight of its own marketing strategies! Here’s a look at some of the most common marketing mistakes that business owners tend to make.
- Approaching your business from the mindset of the owner rather than the customer
It’s very easy for business owners to forget that they have a target with needs, wants and desires. When you don’t speak to your customer in a language that’s easy for them to understand, or if you try to give them products that you think they want rather than what they have been asking for – you’re missing out on the money! It may take some time to step outside of the bubble and rethink your strategy tactics, but if you spend the time getting to know your target, you’re bound to bring in the sales like you never have before. Simply slow down and take a listen.
- Forgetting that unhappy employees can lead to unhappy customers (and vice-versa)
While employee morale may not appear to go hand-in-hand with the world of marketing, we believe in our heart-of-hearts that it is absolutely central. Improving your workspace environment is one way that will help enhance employee morale. This doesn’t mean you have to bring a ping-pong table into the office or replace your office chairs with bean bags, but there are some smaller efforts that are easy to bring into play in any office environment. For example, weekly-catered lunches, offsite team building exercises, or simply checking in with your staff on a regular basis, are all ways you can ensure your employees’ level of happiness and work-life balance is on target. If you believe that your employees are your most valuable assets, you will bring about a higher level of client contentment, positive brand awareness and overall efficiency to the table.
- Losing touch with email marketing and posting frequency
It’s important to keep your customers engaged without providing them with so much communication that you lose their interest. Remember – balance is everything. Every industry, target and company is different, and it’s up to you to assess how often is enough. Test how your audience interacts to your email marketing or social media content – opt-outs, shares, comments, purchases, etc. It will take some time to find your sweet spot, but it will be worth it. You can also use analytics tools to track how many clicks you received and how many of those clicks lead to revenue for your business. Once you have your “sweet spot” down, create a plan to ensure that keeping up with this frequency is manageable. We recommend mapping out a calendar for each quarter with a tentative content plan marked for each week.
- Not influencing your customers to take action
In all of your emails, social media posts, advertising and collateral, it’s easy to get caught up in the size of your mailing list or the number of followers that you have. But don’t forget why you spent all of the time, money and energy into building your lists – sales! Remember to apply a “cause and effect” method to all of your messaging. You can create clever-sounding copy or design a beautifully branded campaign, but will it call your customers to action? In your next campaign, ask yourself these questions, and you’ll be well on your way to see an increase in conversation rates: What underlying reason can you give your customer to visit your site, pick up the phone or make a purchase? Is it a discount? Is it a problem that you can solve? What is the cause you are providing? What effect are you looking for? What specifically do you want out of your customer? Are you telling them how to get there in a meaningful way?
Mistakes are bound to happen and that’s okay. Being aware of these mistakes and learning from them are what can ultimately help you in creating a solid and effective marketing campaign for your company. Remember to consider the needs and wants of your clients, as well as your own employees and target audience.
Testing out these tips at your business? Be sure to share your successes with us below: