Quit scratching your head, trying to figure it out and get the scoop below.
1. No Planning. Both small and large businesses "forget" or do not prioritize planning. This often leads to a disconnect between marketing actions and bottom line business plan goals (you know, those things that drive revenue). Don't get swept away by slick media salespeople, get the fundamentals in place and do marketing that makes sense for your bottom line.
2. Inappropriate actions. Without a plan, marketing actions could conflict with each other. Actions need to be linked to business objectives and target audiences. Be wary of trying to copy a competitors marketing if you don't understand more about their why, and if they are actually getting positive results. As an aside, Hi Level SEM Agency does offer Competitor Analysis and Intelligence research.
3. Lack of clarity about the target market. Here's a news flash -- Mass Marketing is Dead. Marketing blasts not targeted to a specific demographic are a big waste of time and resources. The first step in targeting a market is to first identify it. There is a sweet spot of customers waiting for you out there, you need to know who they are to win them over and convert them from your "target market" into your "customer".
4. Not having clear goals. Do you know what success will look like for you? It's essential your marketing actions are connected to business goals that are specific. Not to be forgotten -- marketing actions need to be MEASURABLE. In the web marketing world, that means carefully and correctly implementing tracking and analytics mechanisms such as Tracking202 and Google Analytics. Measureability should be built in on the FRONT end of your campaign/project.
5. Unreasonable Expectations. Unless your product or service gets on Oprah, don't expect one marketing action to equal a big spike in sales. One ad isn't going to rescue your company. It's helpful to understand what is a reasonable response rate, i.e. benchmark, to expect from your marketing actions. For example, direct mail campaigns that get a 1% response rate are considered successful.
6. Not knowing how marketing really works. I've had clients that act like anything I tell them about SEO or PPC is gibberish. They say they don't want all the info. I can respect that. However, the more you are willing to learn about the processes and practices that comprise marketing and advertising on the web, the more effective your campaigns will be. Whether you're doing it yourself or delegating, understanding what makes marketing tick is essential.
7. Lack of Patience. Marketing research shows that it takes between 7 and 30 "touches" before a sale happens - that's the "Rule of 30". Customers usually will not buy until their need is Urgent. So in the meantime, our job is to create name recognition and a good reputation. Plant your marketing seeds, nurture them with sun and water, and give it time to grow.
If you're doing this excercise along with me, your homework is to make a list of 30 upcoming events, newsworthy items or announcements to make to your growing social media audience to create a buzz (dialogue - conversations, etc.). Focused action over time leads to great results.
Hi Level SEM brings you commentary by Zhenya Delate and team on the latest news in the SEM and internet marketing world, from our vantage point in the Hawaiian Islands.