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Business Marketing Blunders – Common Pitfalls (And How to Avoid Them)
(Or, stop shooting yourself in the foot and start basking in the warm glow of popular approval instead)
Small business startup or established national company, no company is immune to the occasional “GOTCHA” when it comes to capturing the attention of those elusive prospects out there. It doesn’t help that these are complex times. Someday it could be as simple as “I tweet you, you Google me, and voila! A lasting business relationship is formed”, but let’s face it – this is not today. In the meantime, watch out for these basic mistakes that could set you and your business back…
1. The ‘Field of Dreams’ business plan If you build it, they will come. I love this movie as much as the next guy, but dude, no matter how wonderful and innovative your widget is, if I don’t know it’s there, I’m not coming. And neither does anyone else. Never deny your widgets! Tell us about them, and all the amazing things they are going to do for us! Let us know who else uses them, and what a terrible disaster was averted thanks to the discovery of your awesome widgets! Tell us how and where we can get them! Tell us all this and more, but remember, we don’t care about your widget building equipment, or what the widget thinks about on rainy nights; We care about what the widget will do for the US. So tell us! There are ways to achieve this even on the tightest of budgets, so no excuses will be accepted on this one. Don’t assume people will magically find you. You just Must Street market.
2. Scaredy-Cat’s sinkhole Just because the sky is falling on Wall Street, doesn’t mean you have to dive for cover on Main Street. Let your competitors cut their marketing budgets and passively watch their businesses shrink, while you take the opportunity to put yourself in the spotlight and see your business thrive. History has shown that this is exactly what happens. The company that cuts advertising loses customers, and the company that responds with a stronger cracker gains market share. An economic depression is not a nuclear winter. Hedge fund managers and investment bankers can wear cowboy hats and tutus as they join hands to agitate off a cliff, and people will still need the things people need. Courageously move forward and provide these things.
3. ‘DIY Home Dentistry’ You probably wouldn’t even consider this title in a bookstore, yet it’s very easy to trick yourself into believing you can save money by producing promotional material at home. Occasionally it works, but more often it ends in tears. First, do the math. When you factor in how many man-hours you or your employees spend struggling with software and equipment that isn’t quite up to the job, and then add in the actual cost of the materials you plowed up, it might be less expensive. Outsource the project to a properly equipped company. Second, while it may be true that no one knows your company or product like you do, how much do you really know about the art of advertising? Are you an expert in the correct use of sales language, the principles of persuasive visual communication and the emotional triggers of your audience? If not, you may be getting a pretty poor return on your investment. Most importantly, consider the quality of the items you put out there. They are no less important than the clothes you choose to wear to an important meeting. Don’t defeat your purpose by making a poor impression. If your collateral looks less than professional, you will too.
4. The ‘magic bean’ clearance shelf Whether you have an online presence or not, the internet offers plenty of opportunities to get noticed, with dozens of free listings and social media sites to take advantage of. It’s also a great place to get marketing design tips and deals on more traditional, proven tactics like print marketing. You will find companies that offer online printing at very discounted prices that can save you a good chunk of change. There are certain times and projects for which inexpensive printing is suitable for everyone. But there are many times it is not. For starters, you’re doing it on your own without any guidance on designing material that will actually meet your goals. The inflexible and limited options in size and material can sometimes cost you more than the customized solutions your local printer can provide. But be especially aware of sneaky charges, ‘rush’ fees and highly inflated shipping/mailing rates. The deal you get may just be a raw deal.
5. The “I’m going to prom with someone else” shock syndrome. So you wooed them and won them over – mission accomplished! Once you have a customer, they’re yours to keep forever, right? Go ahead and take them for granted. No need to ask how they are or see if there is anything else they need. Just ignore them, and they’ll call when they need something. They will never leave you. sigh. Oh, how could you be so blind? Your existing customers are your most valuable asset! Don’t think your competitors aren’t waiting in the wings to keep them out, because they are. Keep in touch with your customers, tell them about promotions you’re running, make sure they know about other products and services you offer, let them know you care! Repeat business and referrals will be your reward.
If none of these missteps sound even remotely familiar, congratulations! You are the first business ever to avoid committing even one of these common marketing sins. If one or two have you scratching your feet in mild discomfort, welcome to the club. We’ve all done it, it’s embarrassing, but hey – we have cookies! The thing is, once you get down to it, marketing is really one of those things fun aspects of business. This is the only area that actually requires you to let your hair down, unbutton your top and start thinking creatively. Dust your imagination and dare to dream. Where would you like to see yourself and your business next year? Will steadily attracting a few more customers help you get there? Then start focusing attractive theminstead of selling yourself. Get out why are you to know and what are you Want to do, and look really objectively at what your customers think, feel and want. It’s harder than it sounds, so getting help from an outsider is never a bad idea—just as long as you choose someone you can trust to steer you straight.
If you don’t take the customer’s point of view into account, you can’t be sure that they even see your message. There could be a whole forest of trees obscuring the view, for all you know. Once you become sensitive to how they see things, you will begin to build the irresistible pull of someone who understands, someone who listens, someone they can relate to, someone who can help them. Just typing that makes me want to call you and order something right now. The best part? A customer-centric positioning will automatically make you incapable of making any of the above mistakes Ever again.
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