Which way are you heading? (image)
Marketing is a necessity for any business. However, there is a right way to do it and a wrong way. With a focus on the latter, take a look at the following and consider if you are making any of the wrong moves listed below.
- Being relentless with existing customers
By this, we mean trying to push your existing customers into submission when reminding them you still exist. Bombarding them with your marketing methods will only push them away. By this, we mean spamming their email and social media accounts, ringing up past customers on a too-regular basis with your latest special offers, and sending too many flyers through their doors. Instead, take a step back and limit your marketing. There are ways to be less intrusive, such as using structured email drops, marketing via subscription, and ringless voicemail. You will form a better relationship with your customers by doing so, and they will be less inclined to steer clear of you in the future.
- Spending too much money on marketing
Don’t blow all your business finances on your marketing techniques. A flashy ad campaign is great, but not if it goes over budget. Think about ways you can market cheaply, and take advantage of the ways you can market for free. This includes using social media and email (but take note of the previous point) and old-fashioned word-of-mouth. Remember that many people are online these days, so don’t waste money on marketing where it won’t be seen. Newspaper advertising should take a backseat to promoting yourself digitally, for example. In these eco-sensitive times, your leaflet drops are only going to end up in people’s recycling bins.
- Trying to be clever with marketing techniques
By trying to stand out and get people’s attention, many business marketers make massive blunders in their overreaching attempts. From public stunts to ‘humorous’ promotional campaigns, you are liable to replicate one of these marketing fails, making a name for your business for all the wrong reasons. While we aren’t saying don’t take risks occasionally, it still pays to get an understanding of public opinion to avoid becoming the victim of their wrath or ridicule by something strange.
- Spending too much time on marketing
Yes, marketing is important, but you only have limited resources. Sometimes, it pays to outsource your marketing to another company or take on more staff to cover this area of your business. By doing so, you will have more time to spend your day on the other aspects of your business that need covering. The people you specifically employ for marketing will have more time to make a concerted and quality effort in this one area.
- Assuming you know best
You know the service you are offering, and you are fully aware of the benefits your product offers. Still, when it comes to marketing, you need to make your customers the focus. Using jargon that they won’t understand is a big no-no, and trying to predict their buying habits is another mistake. You need to target the right demographic and find ways to truly understand them. By doing so, you have a better chance of reaching them, instead of losing them because of your misjudged techniques.
These are the wrong ways to market your business. Assess the way you are marketing, and if you have done some of what was mentioned here, simply refocus your efforts in the right direction. Your business will grow faster if you do.