Marketing in 2018 can be one of the most challenging tasks for anyone involved. There are so many ways to market in today’s digital landscape in comparison to the early 2000’s. In the past, you didn’t have as many major platforms to work with, and there were only a few search engines (i.e., Google, Yahoo!, AOL) and social media platforms (i.e., MySpace, Chat Rooms). However, that has changed dramatically, and now there are hundreds of different platforms where you can market your company, brand, and products. And while there are hundreds of platforms, not all of them are necessary for your marketing strategy. Some cater to a specific crowd whereas others are much more universal.
Marketing has evolved with each of these platforms and marketing strategies are built using these same platforms. The problem that has arisen from all of these channels is how are they used effectively. All too often, marketers fall into the “one-size-fits-all” category, and they make the mistakes that they cannot afford to make. These marketing blunders can destroy a company, brand, or product in a matter of minutes. So, take the time to learn about the four marketing blunders that you cannot afford to make.
1. Not Doing Research
You cannot win a war if you never take the time to survey the landscape, know what types of weapons you will be facing, or know the size of the force you are trying to overtake. Unfortunately, that is what happens more often than not in most marketing plans.
Just because everyone has had success with Pinterest does not mean that your company will do good using Pinterest as a marketing channel. You have to determine if your crowd uses Pinterest. If they do not, then Pinterest is not suitable for your marketing strategy. If you spend time and money in this marketing channel, you will lose both time and money. However, if you find that your customer base uses Facebook primarily, then it would be wise to spend your time and money here.
Research is some of the most tedious parts of marketing, and yet pays off the most when done correctly. The most significant factor in research profitability is researching without any bias. Bias can be extraordinarily costly and limiting. Be true to yourself but be truer to your customers.
2. Not Using Multiple Marketing Channels
Your customers face hundreds of choices each day, from what they drink and eat to how they interact with their friends and family. So, why would your marketing strategy only capitalize on what marketing platform?
Unless all of your customers congregate on one social media platform or website, you are limiting your marketing effectiveness. There are hundreds of social media websites, journaling websites, interest websites and more for your customers to use each day. They have developed a trust with each of these platforms, and they visit them multiple times throughout the day. If all you are doing is marketing on Facebook and Google, are you leaving a little too much meat on the bone?
3. Not Connecting To Others
Marketing is both online and offline, or at least it should be. A great digital marketing plan will capture a significant portion of your customer base, but to expand your reach, you have to reach out. To reach out, you need to go to local conferences, seminars, and other networking events. These are the places where you can create personalized relationships that build customer loyalty. Most of the time, your customers will never see you, and their only engagement is through web-chats and product orders. Whenever you have a chance to put your face in front of them, you absolutely should do it.
Now, not all businesses will benefit from this approach, but if you feel your company can benefit from this type of exposure, then you owe it to yourself and your company to pursue this type of marketing.
4. Not Getting Enough Media Exposure
Any business, whether starting out or having been in business for over forty years, can benefit from media coverage. There are multiple ways to get media exposure including:
• Press Releases
• Social Media Mentions
• Local News Outlets
• Social Influencers
Each of these is a great way to kickstart your business or gain new traffic. However, remember one thing: just because you are in the news, that doesn’t mean it is good for your business. If you are in the story because you’ve been stealing from your customers, don’t expect to get any new customers. The old saying that “any publicity is good publicity” is an absolute lie.
So, as you can see, there are a few significant blunders that can derail your marketing strategy and send your company in web-oblivion. Unfortunately, it is rather easy to trip up and land on any of these blunders if you aren’t careful. Once you are aware of what to watch out for and how to work around each of these blunders, you’ll know what to do to avoid them altogether. As long as you avoid these marketing blunders, your marketing strategy should be more focused than ever before, and your engagement rate should skyrocket.