7 Common Marketing Mistakes That Will Hurt Your Business

7 COMMON MARKETING MISTAKES THAT WILL HURT YOUR BUSINESS

J.G. WolfeJuly 25, 2016

COMMON MISTAKE #1: THINKING MARKETING IS ONLY ADVERTISING

MARKETING IS ALL ENCOMPASSING

Anything a customer sees or hears representing your company is marketing

Packaging, email, on-hold messaging, etc. can all incorporate marketing messages

Social media is a free marketing channel – utilize it!

MISTAKE #2: TRYING TO DO IT ALL YOURSELF

DIY ISN’T ALWAYS IYBI

When it matters, use a professional• Logo, website, advertising

You only get one chance to make a first impressionProfessionals can often help get better rates when

buying media, printing, etc. on your behalf

MISTAKE #3: NOT HAVING A MARKETING PLAN

PLANNING IS CRITICAL

Before effectively marketing, you need to capture:• A realistic situation assessment of your business • Specific marketing objectives that align with business goals• Target audiences and how to reach them• Unique differentiators• Strategies and tactics for

meeting objectives

PLANNING IS CRITICAL

Keep in mind…marketing planning takes timePlan must be flexible and able to adapt to changing

conditions

MISTAKE #4: IGNORING TRADEMARKS

BRAND IP IS SERIOUS BUSINESS

Assess names/marks before jumping inSecure your brand via a trademarkAvoid a testy situation down the road, especially

with a larger competitor Work with an attorney with trademark experience

MISTAKE #5: NOT SELECTING THE RIGHT CHANNELS

BE SELECTIVE

Consider the medium carefully• Car Wrap…will be seen by the right people?• Groupon…are you giving up profits unnecessarily?• Social Media Advertising…do you have an effective

online presence?• Aggressive Telemarketing…will it just turn people off?• Billboard…can your business or offer be explained in 8

words or less?• Newspaper…is your target audience over 45?

BE SELECTIVE

There is no silver bulletA mix of channels is always best

MISTAKE #6: OVERLOOKING A CALL TO ACTION

CLOSE WITH ACTION STEP

You can’t expect an outcome when you don’t make an ask

Must be clear, concise & easy Create a sense of urgency when appropriate

“Call Now,” “Today Only,” “Only 6 Left”CTAs can provide a way to track effectiveness

MISTAKE #7: DELIVERING ONLY PROMOTIONAL MESSAGING

INCLUDE CONTENT OF VALUE

Use content to pull in customers as wellAttract consumers and business professionals

with information of valueShareable; peer influence factor Mix in your message in a subtle way – not

promotionally

J.G. Wolfejg@reubenrink.com

reubenrink.com

Thank You!