An unfortunate truth of the marketing industry is that mistakes are bound to happen regardless of how much planning you put into your strategy. While mistakes are inevitable, there are some effortless ways to ensure that if you happen to run into these issues, you can quickly bounce back or avoid them altogether.
A recent study showed that 94% of consumers are more loyal to brands that practice transparency. So, let’s dive into some of the most common marketing mistakes and how to avoid them (or the best ways to handle them if you can’t).
The fast-paced world of marketing means you must always be on high-alert, ready to respond to customer queries or social media storms. Unfortunately, even the best marketers can sometimes drop the ball, however, marketing mistakes can be a great way to figure out what you might need to improve. In every mistake there is potential for growth, so take the time to grow your brand to its full potential.
Check out the list below and use our awesome tips to improve the effectiveness of your marketing today:
1. Not Pixel Perfect
The current marketing landscape requires businesses to be visually appealing. By visually appealing, we’re not just talking about looking good but how things like your logo or promotional materials look across your different marketing channels. Too often, companies forget about the importance of a high-resolution image, forgetting also, that as visual beings, consumers are less likely to interact with or remember something that isn’t appealing to their eyes first.
Pixel proof your marketing by ensuring you’ve configured the correct resolution for images, banners or videos across your different channels. This will help you avoid pixelation and keep your brand looking professional no matter where people find you.
2. The Video Void
Again, we’re a visual generation and brands that aren’t yet using video in their strategies are quickly becoming obsolete. Marketers that use video have reported that their revenue has grown 49% faster than those who don’t. Don’t make the mistake of not investing just 90 seconds to educating or entertaining your consumers through this great marketing channel.
There are many options for you to fine tune your video strategy to suit your brand’s personality. Just take a moment to decide if you should be using real footage, GIFs, live-streaming, photo stories or even VR (Virtual Reality) to make your brand stand out from the crowd.
3. Don’t Hate, Automate
Marketers today are lucky to live in the realm of chat bots and Artificial Intelligence (AI). Although some people are worried about how technology may affect their jobs in the long run, why not take advantage of this tech-savvy way to maximise your time? Having access to automated marketing platforms means you can focus on other aspects of your business that need your attention.
It’s great if you can manually manage your posts, replies, comments and likes but with time, you’re bound to find yourself becoming too busy to do it all alone. Make use of an automation platform for tasks such as monthly social media posts and content marketing. This will help you plan ahead and free up your calendar to do more creative stuff for your brand.
4. Extra, Extra, Blog All About it
There’s a saying in marketing you may have heard before – content is king. No matter which new marketing channels come about, the saying is (and will likely remain) true, until further notice. That being said, all businesses, big and small, can benefit from blogging and content marketing. In fact, it has been reported that marketers who prioritise blogging are 13x more likely to realize a positive ROI.
Start today by creating content that is helpful for your consumers or even others in your field. It’s a terrific way to showcase your expertise, increase site visitors and engage with your customer base. Don’t get too carried away with marketing yourself though – people are more likely looking for something informative. If in doubt, use the 90/10 rule – 90% high-quality content and 10% promotional posts.
5. Not Measuring What Matters
If you’re taking the time to market yourself through a variety of great channels, then you’d be a fool not to measure your performance. Tools like Google Analytics and Facebook insights are designed to help your marketing, not hinder it. We’re also too much of a digital generation for you to use the excuse that data is just not your thing.
Marketers who don’t measure their performance are likely to lose out on more than just great insights. Considering that over 70% of companies that don’t know or measure their KPI’s (key performance indicators) don’t meet their revenue goals, you might want to change your thinking toward data or lose out on a lot of potential income. If you want to know what to improve, what channels your consumers are coming from and which campaigns should be canned – measure it. Tracking your performance is a great way to know what is and isn’t working for your business.
As marketers, we’re sometimes too busy to notice the small issues that may be harming our brand. Over and above tweaking your strategy with the tips outlined here, always remember that being honest with your consumers if you have made a marketing faux pas is always the way to go. Transparency and authenticity is still the number one way to retain your customers’ trust regardless of the mistakes you may make on your marketing journey.