All businesses big or small have once or twice, heck even countless times have gone about marketing their business all wrong. We can liken marketing to a chain where the weakest link is the main issue — and, in many cases, it’s not always the manpower.
The real problem can be traced to the tracking, the copy, the offer, the follow-up process, the sales process, or it could even be your logo design, which forms the foundation of your branding if it’s the latter, then you must seriously consider having it redesigned by your own marketing team or a top web design/development company.
Now let’s take a look at some of the most common reasons why you continue to have failed marketing efforts.
Lack of proper marketing strategy. Reports found out that more than a quarter of marketers have no clear strategy at all. The report said that while they continue to enjoy the intermittent success, fundamentally they depend on luck more than concrete strategies. Both small and enterprise level clients often don’t want to pay for strategy, rather they want to pay for tactics, without a strategy in place.
Reliance on tactics instead of strategies. As stated above, clients prefer tactics, not an incorporated marketing strategy. While it’s true that an assembly of marketing tactics can sporadically produce some results, more often it’s a lucky shot. Lacking a systemized marketing strategy can lead to outcomes are tough to accomplish and/or problematic to repeat on a steady basis. An example of a method without a strategy is when a company decides that they need to hire someone to “do social media” for the brand.
As you can see, there’s rarely a thought, much less a cohesive strategy in place, to create content for use in social media channels that are explicitly tied to business goals. The notion that content marketing has failed is common when it doesn’t do anything magical to entice readers and drive traffic.
Tactics alone won’t be enough. You must formulate a sound strategy in place that joins your different marketing initiatives and fueling one another if you want them to deliver good results.
Using the same strategy as the competition. Being the same as everybody else won’t give you a unique selling point. It’s definitely not a convincing reason for anyone to do business with you. When marketers trust on strategies that are created the same as everyone else’s, they set themselves up for failure.
When consumers fail to differentiate campaigns or products from the competition, it can mean that marketers are contending on price alone. Today’s consumer-driven economy is not the smartest move when competing for prices. You need to be the company with the most captivating story, the best, most approachable customer service, and an awesome brand personality.
Using the wrong brand foundation. What or who is the foundation of your brand – your business as a whole? You as the CEO/Manager/Owner? Yes, if we are talking about structure, but branding? That’s your businesses’ face to the world. That’s right, it’s your logo design. McDonald’s and their golden arches, Walmart with those prominent letterings, and Ferrari with the horse. All these have one thing in common – an awesome logo.
How to get started in the right way
As stated above, it all boils down to the strategies you are using. Indeed, marketers have a tough job today, but by knowing the reasons you continue to have failed marketing efforts, you’re on your way to hitting the right buttons to marketing and business success. Best of luck!