For Successful Marketing: Avoid These Five Mistakes
Unlike other business disciplines, marketing is probably one of the most rapidly changing, dynamic functions in the C-suite. Not only have tools and technologies dramatically changed how and the pace at which we measure and communicate, but also marketing is inherently based on a constantly evolving landscape of consumer tastes and beliefs. Whether you’re a new marketer, a non-marketer, or even a master of the craft, here are five mistakes to avoid in order to improve your chances for marketing success:
Listening to the wrong people
Much of a marketing effort’s success is based on developing the right messaging, which can only be vetted by its response from the right people. Too often, folks share their opinions on a brand or product when, in actuality, these people aren’t relevant to that brand or product’s actual target audience. Don’t let one unhappy online troll dictate the narrative of what otherwise might be the consensus of lots of happy customers — this can be dangerous if that input prompts a change or tweak in message strategy.
Not listening to the right people
The same holds true when we don’t listen to the right people — those whom we know our product or brand has been designed to effectively reach and engage. Being tone-deaf and not listening to valuable feedback from your desired market can have equally dire effects. A word of caution, however: Use a sample that is statistically relevant before jumping to any conclusions. If you’re unsure of which audiences you should be targeting, do some research by trying one of the many inexpensive survey tools available today, or consider tapping your current database of customers who would love to provide their opinions for free!
Not giving marketing efforts enough time
Expecting immediate results and pulling the plug prematurely on a program is another dangerous trap. Beware of campaigns that promise an immediate uptick in sales if you’re still in the early stages of building awareness. Or if you’re facing stiff competition, don’t expect your search ranking to skyrocket to the top spot after only two weeks. Patience isn’t the only thing required to avoid this mistake; educate yourself on realistic expectations for your program and set measurable indicators to track progress.
Short-term mentality
Find yourself jumping from one shiny object to the next or seeking a magic bullet? Then you’re likely headed into mistake #4. It’s OK to experiment and explore the latest and greatest technology, but without a mid- to long-term view on where you’re headed, your results will prove disappointing. Recognize how this latest shiny object fits into your overarching vision before embarking. Many short-term experiments won’t deliver due to poor implementation, insufficient funding, or misguided expectations. Additionally, if your plan consists of only one-off experiments, start considering a more strategic approach to building your brand and business.
Big idea, poor execution
Big, audacious ideas can fail miserably during implementation — I’ve seen this happen far too often. Leading culprits include insufficient resources — both monetary and bandwidth — along with a general lack of experience that can affect timetables and results. To avoid this mistake, a solid operating plan is essential, as is the expertise needed to perform all the related aspects. Be conservative in your financial planning, and provide contingencies for surprises and pivots along the way while keeping an eye on the final prize!