Marketing is a crucial part of any start-up or fledgling business and the right marketing strategy can literally make or break you. Unfortunately developing an effective marketing strategy can be a bit of treacherous business, especially in an ever-changing digital age, and mistakes are often inevitable. However, by looking at some of the more common marketing mistakes by others you can avoid making them yourself.
Not Establishing a Brand Identity
Without a coherent brand identity, it is extremely difficult to effectively market a business. This is because your brand identity will dictate many aspects of your marketing strategy such as your visuals, your content and the social media platforms you use. If these aspects are not coherent then people won’t recognise your brand marketing and by extension your business.
Not Having a Website
A customers first port of call when looking for a product or services will most likely be to search for it on the internet. So regardless of your marketing strategy if customers cannot find your website when searching for their desired item, you are going to miss out.
It’s all well and good having a website, but if you’re not making the most of SEO (Search Engine Optimisation) then you might as well not both. By using the right keywords in your content, titles, tags and even in your website code will significantly increase your ranking when customers search for you.
Targeting the Wrong Audience
When designing a marketing strategy, you need to seriously consider who your target market and therefore your target audience is. Many aspects of your marketing strategy will be determined by who your target audience is, including content, social media platforms and marketing channels. If you get your audience wrong, you could end up wasting a lot of time and money.
Not Reviewing your Marketing Strategy
Marketing is like one big experiment and many aspects of your marketing strategy may be a case of trial and error especially in the beginning. Therefore, you need to be constantly reviewing your marketing strategy to check it’s working effectively, if you don’t you may just end up making the same mistakes time and time again without understanding why.
Focusing on your Competition
There is no problem with checking out your competitors’ marketing to understand how they do things. However, when it comes to your marketing strategy you need to stand out from your competitors rather than just copying what they do, remember your consumer base is the same and if you are a carbon copy your customers will notice!
Not Following the 80/20 Rule
This is very important for social media marketing, the 80/20 rule is based around the concept that your content should be 80% adding value, 20% promotion. It’s a mistake to just spam your audience with promotional posts as they will get bored quickly and are unlikely to take notice of your products. By adding value to your audience in your content you keep them engaged and they will then trust and appreciate your promotional content.
Hiring in House Staff
It’s great to grow your business but by hiring in-house marketing staff too early you could end up just wasting money at a time where you need it the most. Interns, freelancers or even marketing agencies can be a much more cost effective route to developing and carrying out your marketing strategy.
Marketing can be a tricky business, but for a start-up business, it is well worth the struggle and the initial mistakes. By creating a solid marketing strategy and learning from these common marketing mistakes your business journey into the marketing world should be that little bit less painful