We’re surrounded with marketing everywhere we go. Watch TV? You’re getting ads. Log on to a website? You’re interrupted by ads. Scrolling social media? That’s right, you’re getting more ads. Advertising is everywhere and it’s easier than ever for a business to get their message in front of people.
But do people care what you have to say?
Is your marketing actually speaking to customers or are you just hoping it finds someone?
Marketing is easy to get out there but, that doesn’t mean it’s being done right. Let’s look at some common marketing mistakes.
Saying Your Business is "The Best"
Want to know something that every business says but means absolutely nothing to a customer? It’s the phrase THE BEST.
Any business owner that cares about the work they do thinks they are the best. Search any competitor in your field and I bet most say they are the best.
If you all say you’re the best, how does a customer choose? They’re probably going to choose the best company that came up first in their search. But what makes your company different?
How can you stand out from this sameness? If you and your competitors all say that you are the best, does your brand’s image and design reflect that?
Whether you like it or not, your customers make decisions based on a brand’s image. If you say you are the best, but your brand’s image is a mess, will they trust you? Any company that claims to be the best needs to back it up first with the work or product they offer, but also with the image they present.
Customer trust starts with your brand’s design and image. It moves towards the message you project to your customer. And finally, it is in the product and service you provide. Your goal, in your business’s journey towards actually being the best, is to build trust. That needs to be done along every step of the journey.
A Confusing Website
Potential customers are visiting your website for a few reasons:
They want to learn more about your company.
They want to research your services.
If you sell online, they want to make a purchase.
A cluttered or messy website is a common marketing mistake. If people cannot find the information they’re looking for, they’ll leave your website. If you are lucky, some may still reach out to you for more information, but those customers are the exception.
Don’t make customers work harder than they need to in order to learn about you! Your website design needs to be clean. Your website needs to be easy for a customer to navigate. Allow them to be able to find the information they need. Make your website navigation clear and easy to understand.
A key metric in this regard is Bounce Rate. If customers are leaving your website very quickly, then they’re not finding what they’re looking for. This is an indicator of a problem you may have.
Additionally, if your website is not mobile responsive, you might as well have no website at all! Having a website without mobile responsiveness is a MASSIVE penalty with SEO. It’s as if you have no website at all. Good luck getting found in search if your website doesn’t work on mobile. Make sure your website is well designed and working for you, not against you.
Buying Ads
“As long as my business name is getting out there, that’s good enough!”
Unless your marketing has a purpose and a plan, you might as well be flushing your money away.
It’s wonderful to sponsor events, causes etc. and if that is a value that you and your business has, then by all means, do it!
BUT…
Don’t expect this to bring you new business.
Branding campaigns are a luxury that larger businesses have after years and years of work. These businesses have spent years building reputations and trust with consumers and a branding campaign is a way to reinforce it.
As a small business, it’s important to be purposeful with your marketing campaigns. Work smarter than your competitors. Create well designed advertisements, whether they are online ads or print advertisements.
Give your customers a call-to-action, driving them to your website, to call or to purchase online.
We have the ability to track customer behavior really easily now, so use this to your advantage! Make sure your marketing is smart, trackable and working for you. Your marketing shouldn’t just be a “Let’s hope for the best!”
Talking About Yourself
I get it. You’re thinking “How am I supposed to market my business if I don’t talk about myself???” This is one of the most common marketing mistakes.
But stop for a moment and think. Imagine you’re at a party. Or on a date. And the person you’re with WILL NOT stop talking about themselves. About all the things they’re great at.
What do you do?
You tune out and you try to find a way to leave as quickly as possible. Potential customers aren’t interacting with your marketing to hear you talk about yourself. Your marketing and advertisements should let customers know how you can benefit THEM.
Why does a customer need your service?
How will the service you provide solve a problem or a want that they have?
Does your marketing and brand image make your customers FEEL something? Your marketing should compel customers to want to welcome you in to their world.
Does the graphic design of your marketing materials drive customers to purchase? Does it talk to customers and tell them how you benefit THEM?
Your marketing should tell people how you are helping solve their problem. It shouldn’t be there to fluff up your own ego.
Wrapping Up
It can be very easy to fall in to common marketing traps. Things that are done with the best of intentions can easily turn away customers without businesses even realizing it.
It is important to evaluate everything, from logo design, to the graphic design of your marketing, to your website design, to make sure it is working for you, not against you. Don’t let a marketing mistake like the ones mentioned hold your business back.
If you feel stuck with your current marketing or are wondering if it is doing everything it should be for you, let’s talk!
