The right marketing campaign can have the power to completely transform your company and propel your business further than ever. But on the flip side a poor campaign can do untold damage and result in you simply throwing money away.
However, successful marketing campaigns aren’t that easy to come by, and they require a lot of small pieces to be done correctly. It gets you the impact you want and needs from your marketing endeavors.
This post will examine some of the biggest marketing mistakes you can make and should avoid.
Not Defining Your Customer
Who your customer is should play a massive part in the type of marketing campaign you run and the avenues you pursue. It might seem counter-productive to limit your marketing to a subsection; after all, you want to reach as many people as possible. But neglecting to identify and cater to your audience can be a huge disaster. You only have to look as far as the Bud Light campaign to see how fast things can go wrong for even well-established brands. Sales dropped by 14% to retailers as consumers expressed their dislike of the latest Bud Light partnership, and boycotts of the drink started. While there was nothing inherently wrong with the campaign itself, it’s safe to say Bud Light missed the mark when it came to knowing exactly who its customers were.
Using The Wrong Marketing Agency
A marketing agency can be your not-so-secret weapon when it comes to standout marketing campaigns. However, not paying attention to the expertise and knowledge of said agency when it comes to how well they know your niche and brand can land you with less-than-optimal results. If you’re looking for a marketing agency to help you create a standout campaign, it’s imperative that you find a company that has experience in working with companies similar to you and knows your niche to hope you get the best from the campaign. Whether you’re looking for a fashion-orientated marketing agency to market your luxury clothing line, or you need an agency that can help you create buzz around a new line of alcoholic drinks, for example, then finding the right marketing team can help you to get it right first time it increases ROI.
Not Having A Clear Strategy
Going into a marketing campaign with a clear strategy and hoping the wind blows in your direction is a bit like setting sail without a sail. You will simply end up going with the flow, not knowing exactly where you will end up or what the end result will be.
Your marketing campaign always needs a clear and well-thought-out strategy. It’s a bit like a road map, and it needs to detail what you are doing, when, how, what you expect deliverables to be, and the results you aim to get.
You need to have SMART goals in place (Specific, Measurable, Achievable, Realistic, and Time-Bound) and a detailed plan for getting where you need to be and the results you expect.
Failing to Look At A Holistic Strategy
Many people can become too bogged down in specific aspects of a marketing campaign and forget to look at the whole customer experience. It’s not about simply finding the right times and days to post your Instagram reels or building your email list; it’s about the customer ecosystem in its entirety. Look at how each person is impacted and how they experience your brand, and improve the whole journey, not just one aspect.
Neglecting Your USP
Every single company needs a USP, and if you don’t have one, you need to find one. Without it, you won’t have the hook that entices people to choose you over your competitors. Finding your USP and then utilizing this within your marketing campaign is what will set you up for success.
It’s the reason why customers will choose to invest in your company over someone else, the reason they keep coming back to you, and what garners their attention in the first place. You need to define your USP, showcase your brand, your products, and services, and really ensure that people know the value of partnering with your company.
Getting your marketing right isn’t always easy; there are countless mistakes you can make. Ultimately, it all comes down to doing your research prior to setting up your campaign, taking your time to get the small details right, and providing an entire customer experience so you hit your goals and make your marketing campaign a success.