Some companies depend solely on luck when working on a marketing plan but in most cases, luck won’t get you by. Since St. Patrick’s Day just passed, we thought it would be beneficial to share tips on how to avoid bad marketing. Here are some tips on what not to do with your marketing strategy:
Do not get distracted by the sparkle. When you are new to marketing or changing your marketing plan, do not get sidetracked by flashy websites and the “famous” agencies. Sparkly things can blind you to what you really need and want for your company. Do your research and figure out if your goals could be met by an agency.
No, your audience is not everyone. There is not one product or one service that everyone needs. A lactose-intolerant person will never have a need to visit an ice cream shop or a person who does not want children will not need to be sold baby products. Some companies believe that if everyone is not targeted they will be missing some key customers. Instead, focus on a certain group and make them your key target.
Be a leader, not a follower. As business owners, we all have business heroes to aspire to. But following their every move could be devastating to your business. Think, if you like a big name in your field, there is a chance others follow them too. If other business people notice that all you do is copycat a big player, they might stray away from looking at your services due to the fact you are not authentic. Be your own person.
Seeking approval from everyone and their mom is a big no. Ask yourself what are some things your whole family agrees on? The best car in the world? Or the best actor in Hollywood? Most likely, all your family members have different opinions. The same goes for your committee. They all have their own opinions and the fewer people you involve in the marketing strategy the better. Customers do not want to buy into a company that seems to have many mixed messages.
Do not starve your budget to keep your business skinny. If you are trying to market by spending little money, your company can suffer. Every company, especially start-up companies, need to get their message out. Paying for a professional may be the best solution. Do it yourself marketing can be very difficult and time-consuming. You should have an experienced agency leading you to the most successful launch.
Keep your towel instead of throwing it in. Your plans could be well thought out and constructed, but if there is no action on those plans, money and time has just been wasted. There are many companies that do not follow through on a marketing plan because of fear of the unknown and taking that leap off the edge. Remember this, you may fail but with failing comes growth and learning, and that only results in being closer to success.
Check out baker-creative.com for more information on a marketing agency.