Ah, marketing. The big, giant, necessary beast of a process for getting your business off the ground and keeping it relevant to consumers.
Among the dozens of types, strategies, and media you’ll need to pave the way for your brand’s message, there are also about a million potential pitfalls.
So, to cut through some of the hearsay and—quite frankly—B.S., we’ve outlined the six most common marketing mistakes we see and give tips to fix them.
#1 Worrying about the competition.
In general, worry rarely helps anything, but young brands especially should welcome competition. Competition validates your category and elevates all businesses within, bringing you new customers searching for your type of product or service.
Plus, you can’t control what your competitors do. Focus instead on what you CAN control, like the quality of your goods or services, or developing loyalty through excellent customer service. If you nail that stuff, the rest will work itself out!
#2 Communicating too many product benefits.
It’s easy to think that everyone cares as much as you do about every detail of your product. Your product may do a dozen different things, but really, no one has the attention span to listen to all of them and most just don’t even care.
Companies spend years trying to build brands that mean just one thing to consumers. So rather than creating a long list of product attributes, focus on the most important feature, or the main value proposition, and sell that.
#3 Overdoing it with your “brand.”
This is one we see a lot. You’ve started a business, and you created a “brand” with it that you love and that you feel close to and strong about maintaining. When you believe too much that your brand is perfectly tuned, you’ve got a problem.
Don’t get me wrong—brand tone, voice, and visual feel are important and should be consistent. But being too married to anything in marketing will give you blinders. Customers don’t pay nearly the same amount of attention to it, and more often than not, a too-tightly-held brand can get in the way of sales and revenue.
Hold your brand loosely. Don’t lose sight of it altogether, but use your customers as litmus tests. Ask for feedback. Test multiple sets of copy on Facebook. Keep your eyes on the big picture for your brand while being open to shifting the minutia of your brand toward what sells.
#4 Not following the money.
Taylor wrote about this very thing a while back, but we still encounter this problem with the infinite ad budget. Brands need to follow the money.
If you can give someone—or more accurately, if you can give Facebook—$1, and then your customers turn around and give you $3, you should keep doing that. Over and over again—stick with what works, as long as it continues to work. Get to know where your money is going and where you see the most profitability, and lean into it.
We’d also be happy to help facilitate this for you.
#5 Boosting Facebook posts.
No. No. No! Never boost a Facebook post. Resist the urge to cast a way-too-wide net by flinging your boosted post into the all of the Facebook traffic. There are better ways to get your message and content out there.
Learn basic Ads Manager and basic targeting techniques, and point your efforts and your dollars directly toward those that want your content.
#6 Overanalyzing it.
Or overthinking it.
You will drive yourself mad trying to perfect every pixel of your website. Like your brand, it’s important that your marketing remains adaptable to the data you’re receiving and that you don’t lose sight of the big picture because you’re lost in the weeds of your website.
Nothing in ecommerce is sedentary or sure—well, except letting the revenue guide you. Maybe you’ve created your perfect website, and then your customers change, and you need to move with them. Because things will ebb and flow and flux, rest in your ability to test everything and stay nimble.
Print ads – Print is dead, as they say.
Spending too much money on remarketing and not enough on acquiring new customers.
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