Everyone makes mistakes – especially marketers.

This video shares some of the biggest mistakes that marketers make and what you can do to fix it if it happens to you.

Prefer to read?   Just scroll past the video.

The Top 6 Marketing Mistakes You Don’t Want To Make

Marketers are discovering that many of the “time-tested” advertising strategies just don’t work.   I’ll admit that Most mistakes are made by omission – the advertiser just didn’t know any better.  But with so much on the line when campaigns get launched – I believe that keeping mistakes to a minimum would prove extremely helpful.  

If you’re looking to know if you’re traveling down the wrong road and what to do to get you back on the right path, the next few minutes will discuss the 6 biggest mistakes that markers make and what you’ll need to do to change direction.

#1 on the list: Relying on referrals or word-of-mouth alone. When you depend on word-of-mouth, you allow middlemen to control your flow of new customers.  You may have delivered a superior product with exceptional service and at a phenomenal price.   But if no one is talking about it, your cash register quickly stops ringing.

Don’t get me wrong – word of mouth is phenomenal.  No campaign will replace ravings fans.  But even your biggest fans get busy and can easily forget about you.

The solution?  Make sure you have an external marketing program targeted at reaching your most desired customer.   Business is far too competitive to just wait for customers to talk you up.  You need a plan that delivers a message that is relevant and meaningful and helps to create a pipeline of new customers.  And it doesn’t have to cost a lot of money.  A small, but consistent campaign will prove to deliver the new customers you need to survive and grow.

Mistake #2: Depending on shot-gun media exposure. This typically happens when the advertiser decides to “give it a try”.  They buy the package of the week, crank out an ad without much thought only to execute their line of credit when the bill comes due.

The solution to shot-gun media purchases?  Resist the urge to “test it out” and commit to a plan that will deliver your message day after day, week after week.   Consumers are distracted, bombarded with messages and will forget all about you unless you are consistent.    And I just mentioned this  –  it doesn’t have to cost a lot of money.  You can reach a lot of your targeted customer base with a small, but consistent campaign.

Mistake #3: Competing on low price alone. When you lower prices as your main strategy to attract new customers, you are attracting the bottom-feeders.  And let me clear on this  –  bottom feeders don’t care about you and do not become repeat customers.  They only care about the “deal” they just scored.   You’ve heard this before – no one wants to overpay but few are exclusively price driven.  And like I just said; price-only consumers will drop you once you attempt to get a fair-market price.  

The solution?  Promote your higher level of service, expertise and value.   We’ve all read the surveys and customer studies.   If you provide a higher level of service, expertise and value, consumers are always willing to pay more for that experience.  

Mistake #4:  And I’ll share this disclaimer up front because it’s gonna hurt some feelings  –  Delivering a meaningless message.    Most ads fail to deliver a truly relevant message to the consumer.  Advertisers like to extol their customer service, selection, low prices and the same stuff everyone else is saying. Consumers simply tune-out.  And tuned-out consumers don’t become customers.

The Solution?  Take the time needed to create a meaningful marketing message. Something that is different and useful to the consumer.  Without a powerful message, your marketing program is doomed.   Creating a message that cuts through the clutter and gains attention is hard work.  You’ll have to dig deep and spend time developing a message that truly resonates with consumers.    Spend the time to find out what you’re really good at.  Make that your position and shout it from the rooftops.  

Mistake #5: Not making marketing a priority. For most advertisers, greeting customers and working with their staff is their highest priority. When things get busy, marketing efforts get shelved because they’re working on everything else.  There’s a false hope that momentum will attract new business long into the future. But when they cut their marketing efforts, they shift into neutral and things come to a standstill.

The solution?  Make sure you keep marketing a priority and resist the urge to shut it down when things are going good.   Keep your program in gear so you always attract an ongoing flow of new customers.

And finally  –  Mistake #6: Developing an intricate marketing plan that becomes impossible to implement.  Many marketing plans look like jigsaw puzzles with dozens — even hundreds — of pieces. And while the plans might work, most advertisers don’t have the hours or expertise needed to execute the plan.

The solution?   Make sure your marketing plan is built on simple steps that can be implemented, measured and built on.  A simple marketing plan that is up and running is infinitely more profitable than the “perfect plan” that never gets off your idea pad.

Is all this work?  Of course.  But A successful campaign can be yours if you consistently deliver a message that is compelling, meaningful and relevant to consumers.

So there you have it.  6 common marketing mistakes and how to fix them.    I hope you found this helpful as you go to work to work building a better campaign..