3 Marketing mistakes every business needs to avoid!
Aktualisiert: 4. März 2020
Is it not enough to have excellent products and ingenious services to succeed?
Obviously that`s the basis for all successful companies. But nowadays that’s simply not enough. Customers expect more than just a product with great features.
The godfather of Marketing Mr. Philip Kotler explains:
“Marketing is not the art of finding clever ways to dispose of what you make. Marketing is the art of creating genuine customer value. It is the art of helping your customer become better off. The marketer’s watchwords are quality, service, and value.”
Marketing is the blood that runs in the veins of all sustainable businesses.
Therefore, plan your marketing activities continuously and avoid these 3 mistakes.
1. You don’t have a clear marketing strategy
What is the use of a great product or service if nobody knows about it?
The first step is to introduce your business and propose your offer to your potential customers. To do that in a professional manner you ideally come up with an appealing logo and Corporate Design that reflect your brand in perfect shape.
Communication is key because if nobody knows about your offers nobody will buy. Thankfully in the age of the internet that’s easier and cheaper than you might expect.
2. Not knowing your target group
Find out what your ideal customer is dealing with and where you can come in and help him out with your products and services. Marketing gets easy if you know who your ideal customer is.
Build up one or even multiple buying personas and work on them. Important points of interest are not just their demographic characteristics like place of residence, age, material status, education etc but also how those customers communicate and feel and how they want to be approached. Give those personas names and create a mental picture of them.
What values does this particular persona have and what are their hopes and dreams? If you target all your marketing efforts to those particular personas and not to an anonymous mass your target group will find its way to you in no time.
3. Throwing stones in the customers´ path
Every business should exactly know their customer journey. Why? Often it’s the small things that stop people from buying your offers or recommending your products and services to friends.
Those small things often remain undiscovered until you go through the complete customer journey. You have to analyse the whole cycle starting from the first contact the customer has with your business, to his purchase up until he makes his recommendations to his family and friends.
“But I want to do business and I don’t have the time for all this analysis….” But can you really afford to surrender?
Once again Philip Kotler defined his concerns accurately: “Companies pay too much attention to the cost of doing something. They should worry more about the cost of not doing it.”
Often a critical view and fresh know-how from the outside is the only solution. A comprehensive marketing consultation starts with an in-depth analysis of your offer. What do you offer and what is you USP? What really sets you apart from your competitors? Who is your desired target group?
Next step is the customer journey. Where are your touchpoints with the customer? Even the tiniest touchpoint has to be considered. Small companies have an average of 30 touchpoints, whereas bigger companies have easily 100 or more.
Then identify those touchpoints that are critical in the selling process. Where are the customers likely to bounce off? Is your Online shop not state of the art or is important information somewhere missing?
First concentrate on those touchpoints with the largest room for improvement and those with the greatest potential. Data-driven efficiency control is important to monitor your improvements!
Ideally all touchpoints in the end interact just as a gear and deliver an extraordinary purchasing experience for the customer and for the business not just sales but faithful customers.