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5 Common Marketing Mistakes To Avoid

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Marketing mistakes can have terrible repercussions. They could cause you to attract the wrong type of customer – or worse, they could drive away customers. Here are just five common marketing mistakes that you should try to avoid.

Skipping research

Market research is essential for telling you who your audience is and what they want. This allows you to create a product that appeals to them as well as marketing it in the right way. Without investing time into research, you won’t know your audience and you won’t know what strategies to use.

There are many different forms of market research including using sales/web analytics, conducting surveys, assembling focus groups and monitoring competitors. Try a few different forms of research to get the best results.

Having no USP

A USP (Unique Selling Proposition) is the thing that separates you from your competitors. Without one, you’re not likely to stand out in the crowded market and customers may overlook you.

Work out what your competitors USPs are and make it your mission to differentiate yourself.. Your marketing should be largely centred around this USP.

Using inconsistent branding

Consistent branding can help to link together all your marketing strategies and can make your business easier to identify. This could include using the same brand name, the same logo, the same slogan, the same fonts, the same tone of voice and the same colours in all your marketing. Inconsistencies could confuse consumers and make your company stand out less.

You can use brand asset management software to help keep your branding consistent. Just make sure that you’ve established a clear brand identity first – find a certain logo, font and colour scheme that represents what you are all about and that you are happy to use.

Focusing only on new customers

It’s important to get customers through the door, however you shouldn’t ignore current customers and old customers. For a lot of companies, return customers are a major source of income. By focusing only on new customers, you could be losing out on a lot of potential business.   

There are lots of ways to attract return customers. Loyalty discounts are a common way of getting people to return. You can also encourage customers to sign up to mailing lists and follow you on social media in order to keep them in the loop.

Doing it all yourself

DIY marketing can save you a lot of money. However, you should be careful of doing too much yourself. There are some marketing strategies that are better off in the hands of experts.

A few marketing tasks that should always be outsourced include web design, SEO, video advertising, graphic design and app development. Attempting to take on these marketing tasks yourself without expertise could result in something amateurish that could harm your company image. Always do your research in order to find the best company for the job – read reviews of marketing companies and compare pricing. 





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