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
Social media has become an undeniable force in the marketing world and is vital for small businesses wanting to promote themselves and reach their full potential. However, we know that managing your business’s social media accounts can be a little daunting and certainly time-consuming! In this blog, we will be looking at some of the best social media management tools out there to help small business owners.
The following tools have been designed to help with all aspects of your marketing strategy, making it quicker and more effective leaving you time to focus on growing your business.
Hootsuite is a popular social media management tool that allows you to schedule your social media posts in advance. Great for small businesses you can programme content for all your social media accounts at once to ensure consistency and flow between them. It’s super easy to use, it’s simple to add accounts as well as different account managers so it can be a group enterprise! The tutorials and teaching tools are perfect for a growing small business as they not only teach you how to use their tools but provide great insights into how to run a social media strategy.
Whilst not strictly a social media tool Google Analytics can be invaluable when it comes to focusing your social media strategy. Using social media to drive traffic to a website is vital when it comes to small businesses. By using analytics for your website, you can track which social media platform and conversations you are receiving the most traffic from and therefore help you make the most of your content.
Like Hootsuite, Commun.it is a social media management tool designed to make managing your social media accounts quick and painless. However, Commun.it is different in that it helps you manage your relationships on social media rather than your content. Currently compatible with your Twitter and Facebook accounts Commun.it will look at your social media community and highlight who is supporting you and your content (by favouriting, liking, retweeting or mentioning). It will also highlight any posts that you may need to reply or engage with as well as showing you who like or follows you and who doesn’t. This is great for small businesses as it’s a great way to cut down on your social media time by streamlining your engagement.
Mailchimp is moving away from social media a little but nevertheless a very valuable weapon to have in your arsenal. A brilliant way to promote and sustain a small business is emailing out newsletters and offers to previous customers to entice them back. Mailchimp is an invaluable tool for doing this, an email marketing and newsletter service it takes care of everything you need to think about it when it comes to sending things out to customers. It also makes it really simple to set up a database of contact details which you can add information such as age, gender and location to create targeted campaigns.
Making the most out your social media doesn’t have to be a chore, by using these tools you can really cut down on the amount of time you spend as well as making the most out of time you do spend. However, this being said if you prefer a more human approach to your social media you could always use a marketing agency that will look after your social media and website for you.