The truth is there are a good number of things that people get wrong about marketing – including marketers. We know, we may have just blown your mind.
For one, it’s not sales. It’s also not simple.
But one of the big things is that marketing is not stagnant. It’s constantly evolving and growing and changing. And then, what works for one – doesn’t work for everyone. Oof, we could seriously wax poetic on this topic – which is why we decided to break it into a series.
Marketing For You Versus Your Audience
One of the biggest and most common mistakes in marketing is when a business makes their marketing about themselves.
It’s never about you. It’s about your customer. Get that, and you’re already at the head of the class.
Your marketing copy should speak to the problem you help them solve – when they have the problem, they’re going to give you a call.
Your customers already know what they want, it’s your job to give it to them. You will always be disappointed in a marketing strategy that takes the reverse approach and tries to tell the customer what you think they should want. That’s not the way to gain or retain good clients or customers.
Thinking that Marketing Works Quickly
Another thing people commonly get wrong is they look at immediate results to define the success of a marketing campaign or strategy. Good marketing looks months and years ahead – not at tomorrow or next week. Why, you ask? Put simply: good marketing compounds in value over time – if you can focus on the long term, you can build a stronger campaign than if you’re focused on driving sales this week.
Not Attributing Results Correctly
The truth of the matter is no one can attribute accurately. You can set up specific phone numbers per campaign (flyers, billboards, website, Google Ads etc) to see where people are calling you from. But what if they saw your flyer in the mail and then checked out your website. Your website would get credit even though the first they interacted with you was the flyer.
It’s why we always focus on your overall cost-per-lead and cost-per-client. Once you have a baseline there, you see if new actions take that cost down (just make sure to give the campaign enough time to work).
We can help you tailor a marketing strategy to the kind of content your customers respond to most. For some of you that will be lots of content – blogs, newsletters, and emails on trending topics related to your business. For others more image rich platforms and posts will get the most attention from your target audience. Every customer base is different. Through engagement with them across multiple platforms we can help you determine what your customers want to see from you.
Let’s talk about how we can help you make the most of your marketing budget!