How to Avoid Costly Marketing Mistakes
Let’s face it – no business sets out to purposely make marketing mistakes. But as we all know, things don’t always go to plan – and mistakes do happen, even to the best of us.
When it comes to advertising, one thing you can be sure of is this: you’ll make mistakes! So long as you’re wins are outperforming your losses though, and you’re learning from your mistakes, you’ll eventually do well. Fortunately there are some steps you can take to avoid unnecessary “failures”, which are covered below. It’s by no means an exhaustive list, but it should point you in the direction you need to be heading for a successful advertising campaign.
Negative impressions last
Every interaction your customer has with your business provides an opportunity to create an impression. From the person who answers the phone, to the person who delivers the product or service (and every person in-between) your team can help or hinder public perception.
Your staff need to be trained to treat the customer like royalty at every turn. The greatest ad in the world will produce $0 sales if the inbound sales team do not handle the caller with respect and appreciation.
Consider every tiny detail
According to Independent, there were more mobile devices in the world than people – back in 2014! When planning your sales funnels, you need to consider this fact so you can build your website landing pages, forms and popups etc to be mobile friendly.
You will also want to ask yourself how a mobile user’s needs may be different to those of a desktop user. If your viewer is on their phone for example, studies suggest their Google searches are going to contain more keywords than a desktop user. We’re not 100% sure why that’s the case (perhaps because they’re using voice input), but it’s certainly something consider when performing your keyword research.
Feedback is gold
You want to surround yourself with people you trust, who know your business and your industry, to share their thoughts with you about your advertising. Be careful not to play “decision by committee” however, because most people do not understand how advertising & marketing really works – the best answers will be coming from your customers.
For that reason you should seriously consider running split tests on your advertising, wherever possible. This will allow you to find out what your customers REALLY want to see, and what they REALLY respond to.
While this is harder offline, it’s very simple for your online marketing efforts with a plethora of tools available to set this up and track the results with minimal input or technical skill.
Do not lose focus
Always remind yourself of why you’re in business, and what you’re trying to achieve. It’s too easy to get upset by less-than-stellar advertising results, and to let that distract your from the bigger picture.
Keep focused on what it is you really want to achieve. When you take a knock or receive negative feedback, respond objectively and not emotionally. Chances are that very same feedback will allow you to have your biggest business breakthrough!