Ten Most Common Marketing Mistakes to Avoid...

A well designed marketing plan can help launch a new business or help an existing one grow. Make sure, however, to avoid common marketing mistakes. Below are a few mistakes to consider and avoid as you market your goods and/or services:

Not Marketing to a Defined Group: Identify or find your target audience and gear your marketing plan to that audience. Trying to appeal to everyone typically does not work very well and can be costly. Inconsistency in Your Marketing Efforts: You need to have the same look and feel across all of your ads, promotions, print materials, web site and overall marketing plan. Your marketing efforts should create a brand for your product and/or service that will be remembered. Lack of Diversification: Marketing on television, radio, in print or on the Internet alone will reach only a portion of your potential customers. Plan to market creatively through a cross-section of media simultaneously so that customers become familiar with your brand and products at different times and in different places. This will support each of the medias used, increase the response rate and return of investment (ROI). Not Focusing on Repeat Business: Repeat business typically makes up 80 percent of customers in most businesses. Too often marketing campaigns are heavily focused on bringing in new customers and not building relationships with current ones. Also repetition of your marketing to the same audience is key to keeping existing customers buying and finding new customers. Starting Too Late: Time your marketing campaigns to coincide with new products, new services, seasonal sales or an upcoming event that will attract business. This typically means preparing well in advance. Also don't slow down your marketing when your busy, keep it going. As it takes time for responses to buildup, so don't wait for the phones to stop ringing. Not Having a Clear Marketing Message: Marketing messages that are contrived, confusing, too subtle or too long can easily miss the target market entirely. The most ingenious marketing plan is wasted if no one gets it. Keep it simple, take your time with the creative, refine if needed and stick with what works. Going Overboard: If it sounds too good to be true it probably is. Too much hype will turn people away. Also offer real incentives, keep your discounts, sales and offers genuine. (i.e. a 50%-75% off offer may seem appealing, but it lowers the value of your products and/or services) Forgetting That Slow and Steady Wins the Race: If you blow your entire marketing budget on a Super Bowl ad, then what can you do next? Marketing means building a reputation over time through ongoing exposure. The amount you spend using different medias, does not mean the response. In fact often it can be a complete waste of time and money. Know the difference in advertising, branding and marketing before you choose different methods. Not Getting Feedback: Test your marketing ideas and do focus groups. Don't launch it without getting some feedback first. Test to a real target market market, don't put to much weight on the opinions what family or friends think. Making a Change for the Sake of It: Just because you are tired of your marketing plan doesn't mean it isn't working. Too many marketers make changes because they think they have too. Often a tried and true formula will keep working. Remember you won't reach everyone at the right time, for example if you have a 3% response. This leaves you with 97% audience to keep targeting, over time the 3% will grow to 15% or more with patience and commitment.

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