Is it possible that business could be still committing common marketing mistakes in 2017? It would seem that in today’s tech-savvy, information saturated business world, marketing should be a breeze. But the landscape is changing all the time; daily, in fact. Customer behaviors change in the blink of an eye and market shifts can occur within a quarter, not just years. Fact is, it’s hard to keep up. And it’s also very easy to slip into the following five common marketing mistakes if you’re not careful.
Marketing Mistake #1: Not Testing
In a constantly shifting business environment, what worked today may not work tomorrow. Literally. Continuing to use tactics that are no longer working is probably the biggest of all the marketing mistakes you can make. It is important to continually test elements of your campaigns in order to achieve the best results. When you run a campaign, it is always best practice to include an A/B split test. Test the layout, the colors, the messaging. With A/B testing, you have the ability to compare one element to another. Based on those results, you can make changes to control click-through rate improvements. Never assume how your target market will respond to a campaign: you could be surprised by the results you obtain. Keep an eye on what’s working and when trends start to go in the other direction and adjust accordingly. Your marketing automation platform should have all the tools you need to conduct A/B tests and analyze the results.
Marketing Mistake #2: Setting Unrealistic Expectations
Wow! Wouldn’t it be fantastic if everything we set out to do just came together exactly the way we planned it? That would make life 10 times easier. Heck, our job would no longer be a “job!” Sometimes the fantasy is possible. Sometimes, everything aligns and a campaign performs better than expected. Ideally, by leveraging A/B testing, it can be possible to consistently generate outstanding results.
Just know it may not always happen that way.
Don’t shoot yourself in the foot by expecting every PPC, social, or email campaign to “print money on demand” for your business. It typically takes about 90 days before you can get a good read on whether a paid search or ad is viable. Similarly, other online campaigns take a while to display results as well. Think of all the adjustments you generally make on an ad. Now think of the 1000+ websites it runs across. Search Engine Optimizations (SEO) generally takes about 90 to 180 days to see significant results.
Here are some action steps to help you set your expectations: wait until you have conclusive results before ending a trial. Don’t invest in the trial if you can’t commit to it for at least 90 days. And lastly, be realistic. Be realistic about the results you’re expecting to see.
Marketing Mistake #3: Having Platform Tunnel Vision
First, Facebook was the “holy grail” of social media marketing for a while and everyone flocked to launch profiles, pages and ad campaigns. Then in 2013, it was Pinterest. In 2014, Instagram In 2015, Periscope. In 2016, SnapChat was a huge disrupter. And those are just social medial examples of fad marketing platforms.
It’s all too easy to get caught up in the latest platform or hottest marketing trend (podcasting, anyone?). When SEO hit the ground running, marketing departments dropped their focus, and shifted their attention to all things web. Same with social media. Wherever the influences say they are getting results is generally where ever other marketer’s attention goes. It’s fine to try your hand at a popular platform, but lasting success will come from utilizing a variety of marketing channels well.
A good way to avoid the easiest of all the marketing mistakes is to maintain consistency in your department while platforms are trending. Allocate room in your budget to try these trending techniques. And lastly, introduce change in small doses. This will help you maintain the consistency.
Marketing Mistake #4: Not Being Mobile
According to research by the CMO Council, only 16% of marketing strategists have a mobile marketing strategy in place, despite mobile phone subscriptions passing 6 billion subscriptions. Your customers have a mobile phone and they are using them every day; just think about your own mobile device usage. Social media and email are two of the most commonly accessed features on mobile devices. That is something that should be taken into consideration when you are building out your social media calendar and composing your email drafts.
If you haven’t put a mobile marketing plan in place, here are five components you’ll need to have in place or keep in consideration:
- Mobile Responsive Website – Make sure your website looks good on all viewing devices: desk and laptops, tablets, and phones.
- Mobile Apps – Put the most popular features and contents of your site into an easy to navigate app.
- SMS – Be sure you have a service that can communicate short text reminders to your customers.
- Proximity Marketing – If you have a brick and motor business, this is a great tool to reach out to potential customers when they are in your area.
- Mobile Paid Search – Your customers are on the move. Make sure they see your ad and content where ever they are.
Marketing Mistake#5: Low Quality Communication
Just because you can send an email blast to every contact in your CRM doesn’t mean you should. You need to find what speaks to that client and tailor your messaging appropriately so that you’re making a genuine connection with them. Segment your clients by product type and speak to the issues that they face. They don’t want to hear about the problems that Contact 1 has with Product XY, when they are Contact 2 and own product AB. They need to be in the know about product AB and other ways their life or business can be enhanced. Raise your content and communication standards and resist sending out unrelatable messages that don’t drive business. Quality is always better than quantity.
According to the Lenskold and Pedowitz Group, 78% of successful marketers cite marketing automation as being most responsible for improving revenue contribution. It certainly keeps many marketers from committing these common marketing mistakes. If you don’t currently have a marketing automation platform that gives you the ability to segment your audience, A/B test, or market on a variety of channels at once, or if you want to take a look at a different system, We can help. Learn more about marketing automation on our website or give us a call at 949-583-9500 x2500.