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Show Notes

Welcome to this episode of Ensightium podcast. Today, we will discuss the 10 Knucklehead Marketing Mistakes to Avoid for Better Results. I’m delighted you joined me today. This is by far one of my favorite topics to discuss, because it has so much potential to help small business owners, solopreneurs, and freelancers improve your marketing results and strengthen the growth and health of your company.

[00:00:28] So let’s get right to it. The number one mistake to avoid is believing that if you sell it, they will buy it. Many business owners believe that marketing is more of an expense rather than a strategic investment to help them attract their ideal customers and expand their businesses. If you are not actively engaging in marketing from a strategic perspective, you’re missing a huge opportunity to build a strong, healthy company and also to expand and grow it as well. Now, I know if you’ve recently launched or whether you’re even a veteran when it comes to business ownership, there are not enough hours or minutes in any day to actually get through your to-do list.

[00:02:12] The second mistake to avoid is using a one -size -fits- all approach to your marketing. If you’re marketing but aren’t using segmentation or creating opportunities to broaden your reach and resonance. Then you’re missing yet another opportunity to improve the health of your company, grow your sales as well as potentially set yourself up for further growth in the future. So, what do I mean by that? Essentially many business owners who are engaged in marketing have a one size fits all approach, meaning that they don’t look at the nuances of their ideal customer base or segment. They’re essentially saying here’s how I’m going to market. Take it or leave it. And then they believe they’re good to go.  

[00:04:21] The third mistake to avoid is omitting research from your strategy. When you’re creating your marketing strategies, research is extraordinarily important as it helps you not only better understand the needs and desires of your prospective customers  it also helps to uncover vital insights that will assist you in achieving your marketing objectives. 

[00:05:54] The fourth mistake to avoid is confusing the marketing and sales functions. Now, oftentimes marketing and sales are used interchangeably. However, they are actually two very distinct functions that are connected. The purpose of marketing is to generate leads for your products and services.

[00:06:58] The fifth mistake to avoid is underestimating the power of integrated marketing campaigns. Integrated marketing is also known as marketing communications. It uses multiple marketing tools, mediums, channels, and strategies such as earned media or PR, paid media also known as advertising, digital, traditional as well as social media marketing to deliver, amplify and reinforce your marketing message. Many times, business owners simply focus on one strategy or they focus on one or maybe two marketing channels and they miss the opportunity to fully reinforce their marketing campaign and give it more visibility as well as a greater opportunity to resonate with your targeted audiences.

[00:09:14] The sixth mistake to avoid is focusing your marketing efforts in the wrong places. When you narrowly focus your marketing efforts on landing a large contract or a marquee customer, or even use the wrong marketing message or channel, your marketing efforts are more than likely not going to yield the results you’re looking for.

[00:11:10] The seventh marketing mistake to avoid is going all in on digital and social media marketing. Now, digital and social media marketing are absolutely powerful tools and they should be included in your marketing strategy. No doubt. However, solely focusing on digital and social media marketing limits your ability to effectively increase your reach as well as your return on your marketing investment.

[00:13:57] The eighth marketing mistake to avoid is not using social media. Now, as noted, social media is an extraordinarily powerful marketing tool that you should be engaging with your prospective and current customers on. That being said, it’s important that you find a balance between social, digital and traditional marketing to ensure that you maximize your ultimate opportunity for success.

[00:15:50] The ninth marketing mistake to avoid is mirroring other marketing campaigns. Now, we’ve all noticed highly successful marketing campaigns. And at times probably even wondered if that campaign would work for us. However, when you mirror a marketing campaign, even if that campaign is targeted to the same or similar target audiences that you might have, it isn’t likely to be as successful for you.

[00:16:57] The 10th marketing mistake to avoid is undervaluing metrics and evaluation. Setting attainable goals for your campaign is critically important and a key component of a strategic marketing campaign. It’s how you can optimize your success.

[00:18:45] If you want to increase your marketing success, avoiding these common marketing mistakes will absolutely help you. Remember marketing is a mission critical investment rather than an expense. So, be sure you understand these common mistakes and familiarize yourself with other growth strategies before you market your small business.

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