There are several brands that fail to get the anticipated response from their promotional campaign efforts.
It is easy to make mistakes. It is true that almost any idea can sound great when analyzed…but when the idea takes form in the real world; it can easily go wrong.
While it’s impossible to come up with a flawless marketing strategy ( without even the slightest hiccup ) it is imperative to learn about the detrimental marketing campaign errors your business is potentially exposed to and how to avoid them.
LIST OF 11 COMMON MARKETING CAMPAIGN MISTAKES EVERY SMALL BUSINESS MUST AVOID
1 Not Having a Clearly Defined Marketing Strategy & Plan
“The aim of marketing; is to know and understand the customer so well, the product or service fits him and sells itself” – (Peter Drucker)
You can’t effectively market your brand without understanding how it fits into the MARKET PLACE.
A marketing strategy sets the overall direction for your everyday marketing activities. A well-developed marketing strategy will help you realize not just the anticipated results from your campaign, but your overall business goals.
A marketing plan outlines the specific actions you will take to implement your marketing
This is why you need to develop your company’s specific, well-informed marketing strategy- it’s an essential foundation for everything else that follows.
2 Making Everyone Your Target
As much as we want to develop a one-size-fits-all strategy that would eventually please everyone; it is important to note that no matter how hard you try, your product/service/brand won’t be the right fit for everyone.
If you do not understand who your target audience is, results will be disappointing -no matter how much effort you put into your marketing campaigns.
So, rather than creating a campaign that seeks to appeal to everyone, you should figure out your target audience and work on pleasing them.
3 Failing To Connect With Your Audience
Yes, now that you have successfully identified your target audience; it’s time to connect with them. Marketing is not just the logical presentation of data- you can explain all you want about how great your product is, or why people should like your brand, but LOGIC IS UNLIKELY TO DRIVE ACTION. Rather, you need to create marketing campaigns that ideally connect with your audience on an emotional level.
● Attach a story to the product/brand to differentiate it from others.
● Push the emotional benefits, not the functional benefit
● People don’t buy logic, they buy emotions attached to the product.
4) Failing To Diversify Your Marketing Approach
When it comes to your marketing approach, creativity is key!. Explore every medium; delivering effective strategies and efficient executions via all channels that suit your business objectives and as well guarantees to fulfill your business goals.
There are many avenues of marketing, but if you put all of your eggs in one basket ( e.g creating a campaign that is entirely digital) you are limiting your reach with your target audience.
Although digital may be king to some folks; print and advertisement still hold their own. So plan and budget for a diverse marketing campaign relative to your audience, and share it across multiple channels where it makes sense.
5 Failing To Live Up To Expectations
Never make promises you can’t keep or keep up with. All brands make claims about the features, benefits, and values of their organization, products, and services. You shouldn’t over-promise or over-sell yourself, because doing either or both, and then failing to deliver is a very effective way of ruining your reputation with your customers.
Rather, be honest, transparent and always live up to your word as a company. A company’s reputation is everything.
6 Limiting The Marketing Campaign Budget/ Low Budget Marketing Campaign
The financial capacity of a company is very important when considering the success of a business. Your budget should be enough to adequately market your product/brand/ service.
Be realistic about the amount of money you will need to launch a successful campaign. Because if the campaign delivers the desired outcome, you will make much more than you have invested.
7 Imitating The Competition
It is true that marketing is highly competitive; and when you see the competition doing something right, it can be tempting to copy them or try to outmaneuver them. Unfortunately, not only will this approach fail to distinguish your brand In a competitive field,
copying them could inevitably validate their efforts / Strategy.
Instead, focus on your Unique Selling Proposition (USP). The USP is a crucial piece of your market plan. When it comes to profiting in your business, you need to develop a Uniqueness that sets you apart from the competition.
You don’t need to be the fastest, cheapest or best. You just need to stand out in a way that attracts your market.
8 Not Having A Website
Living in the digital world, a website is now a necessity for every business, big or small. A website itself can be used to accomplish many different marketing strategies to help your business grow.
The Web has a far wider reach than any other form of advertising. Your website should be the center of your company’s online presence; through it, you advertise your business around the Web.
A website is also important because it helps you to establish credibility as a business. Believe it or not, most people will search the internet before the decision to purchase, to check the credibility first.
9 Ignoring the Competition
Another equally flawed approach to dealing with the competition is ignoring them altogether. This is indeed a unique one, like it or not the competition is there, and it is a good idea to know what they are doing, and how well they are doing it. This is not so that you can try to do the same thing, but it wouldn’t hurt to make sure that you are not doing the same thing.
The right approach is to find the balance, start by knowing your business inside out, that way you will be aware whether a bit of competitor knowledge will be a help or a hindrance. After all, no business can operate in a bubble, but don’t let the competition dominate your vision or relationship with customers.
10 Giving Up On Your Marketing Campaign Too Early
It takes a lot of time and effort to develop and maintain a marketing campaign that resonates with your intended audience.
But being a society that craves instant gratification, when we don’t see the results we want as fast as we would like, we tend to throw in the towel.
Understand that a marketing campaign is not likely to drive immediate action- give your campaign some time to garner its success.
11 Not Tracking Your Results
After launching your campaign, it is not unusual to feel a sense of relief and completion. While there is nothing wrong with this feeling, you should remember your work isn’t done yet.
You need to monitor the campaign, and the best way to know what adjustments are necessary is by tracking the campaign. Figure out what’s working, and what’s not, and act accordingly.
A campaign without pre – and post-launch analysis is like throwing darts at a board while blindfolded – you may hit the target, but only out of luck.