Marketing remains one of the most important features of any company’s ongoing strategy. After all, it doesn’t matter how great the products are if nobody knows that the company exists. While your marketing team is probably achieving great success in many parts of the process, there is still room for improvement.
Let’s take a look at some of the most common faux pas, along with what your team can do to overcome them. Here’s a great place to start!
5 Things Your Company’s Marketing Team Still Gets Wrong
Mistake 1. Trying to impress everyone.
Every business wants to grow its client base to the largest possible level. However, you need to accept that not everyone is interested. Brand awareness is only useful when it comes from the right demographic. For example, if you run a small local car dealership in New England, there is little point in reaching people in Italy. Even if they are in the market to buy a car. As well as the geographical elements, you must consider the age, gender, and backgrounds of your audience. When campaigns are aimed at the right people, conversions will improve.
Mistake 2. Selling the product, not the person.
When consumers are looking for products, they don’t seek the best item. They seek the best item for them. Suitability is essential, which is why you must listen to a person’s pain points and desires. If we refer to the local car dealership example, this will help you produce stronger auto leads, because the strategy will focus on matching the client to the right vehicle. Trying to sell the product that you’ve decided you want to sell, rather than the best match, can backfire. Conversely, a consumer who trusts your intentions will be more open to your suggestions anyway.
Mistake 3. Not creating multiple touchpoints.
Whether buying a car or a new t-shirt, consumers act on impulse far less often than they once did. They will now complete their research before making a commitment. In most cases, they will interact with multiple companies. If yours is going to stand out, it needs to create regular touchpoints. Creating content through media like videos and podcasting will serve you well. Not only does it keep your brand fresh in their minds, but it also gives them added value. When they associate your brand with this, it can only aid your conversions.
Mistake 4. Failing to show personality.
Consumers want to buy from companies that they know, trust and like. This is a cliche, yes, and it is true. Knowing the faces behind the brand is one of the ultimate ways to establish these things. It’s another reason to consider adding content that shows employees and backend processes.
You can take this concept to the next level by being more socially responsible. Eco-friendly practices and packaging can have a telling impact. If a prospective lead or returning client can relate to the brand, your hopes of conversions will improve.
Mistake 5. Underestimating outside influences.
Creating the perfect in-house marketing strategies should be your first goal. They should be supported, however, by outside attributes. Most consumers will want to see what other clients are saying. So, encouraging past customers to leave a review can be one of the most powerful tools at your disposal. An affiliate marketing scheme that rewards existing customers for bringing new customers through the door is useful too. This could include micro-influencers, but is more likely to focus on real clients who love the brand. They will tell friends and family!
Your marketing strategy may be already good, but the above steps will take it to the next level. Make sure you are not ignoring critical factors that directly impact the success of your marketing campaigns. The above-mentioned mistakes represent a great starting checklist.