Marketing 101: What to Avoid
Posted on 09/12/2016
When marketing for your small business, there’s a number of things you should do. You should hire a designer to do graphic work, you should define your own brand, you should develop a campaign plan and so on and so forth. However, you’re not often told what you shouldn’t do.
The truth is, when it comes to marketing savviness, there’s a variety of practices to definitely avoid. These can be common mistakes or specific scenarios, but they all fall into the category of Marketing 101: WHAT NOT TO DO. If you’re still unsure about what you should avoid while marketing for your small business, check out these top categories.
Lack of Self-Promotion
The idea “My small business doesn’t need any marketing” is a long and archaic concept which should be erased from your brain database indefinitely. The fact is any business wanting to make money should have a marketing and promotion strategy.
You may believe your product or service can speak for itself, and people will naturally come through word of mouth. While this may be partially true, nothing is going to bring in customers more than your own promotion. In other words, your business should sell your business.
Undefined Target Audience
Consider your ideal customer. Someone who fits your business values perfectly, who loves every single product and who would be willing to spend quite a bit of money with your organization. What do they look like? How do they act? How would you define them?
If you’re not sure who your target audience is, develop a plan as soon as possible. An undefined target audience can make your marketing campaigns appear scattered and uncertain, leaving your business looking unorganized and unreliable.
Social Media Ignorance
There’s no way around it: social media is here to stay. That means if you want your business to stay, then social media marketing needs to be a staple. Help your organization out by avoiding social media ignorance.
This means creating a Facebook page for your business, and depending on your target audience, a Twitter or Instagram as well. Not only will you be meeting your customers on a more personal level, but you gain free promotion and increased search engine rankings.
Aggressive Email Blasts
If your small business utilizes email marketing, wonderful. Keep it up! According to Entrepreneur.com, email marketing for mid-size businesses offers a 246% return on investment. However, make sure to be careful about how the emails go out.
An unregulated email blast to all of your subscribers can leave customers feeling more isolated than engaged, and before you know it you have consumers leaving your list. Practice audience segmentation of topics and avoid overdoing timely emails.
Above all, when marketing for your small business, avoid making any false promises to customers or clients. False promises can negatively affect your company’s response rate by clients and brand affinity.
For example, if you advertise fast and effective service but fail to treat customers in the same way, potential clients will be unconvinced your business can come through for them. When developing a marketing plan, be clear and concise, while avoiding any confusion or falsity.
Marketing is an important part of any small business plan, so make sure to take it under careful consideration. Decide on what your marketing strategy should consist of, but be reminded of what it shouldn’t as well. Then you can be certain of your business success.