The importance of a well-structured, cohesive and effective marketing campaign cannot be overstated. To keep your marketing techniques relevant, you must conduct marketing audits and flush out what works and what is holding you back.
This article explores 5 of the most common marketing mistakes made by today’s companies and how to avoid them. Doing so will help keep your marketing strategy relevant and allow your brand to evolve.
Underestimating the Importance of Graphics
Grabbing consumer’s attention can be a difficult hurdle for marketers to overcome, and often a headline isn’t enough to accomplish the job. However, a lot of marketing teams do not realize that investing in quality graphics or video content can be a very effective way to overcome this challenge.
According to a recent study, video content can produce a 157% increase in organic traffic from Search Engine Results Pages (SERPs), a 105% increase of time on your site, and double the overall product conversion. These are significant numbers compared to enterprises that do not adapt a solid video-marketing strategy.
Additionally, images or graphics are great tools to get more consumer engagement and draw additional readers to your content versus a traditional text-based post. Underestimating the importance of graphics and videos can be detrimental to your marketing campaigns.
Lack of Research and Testing
Market research can take a lot of the guesswork out of marketing campaigns and can provide data that you can use to develop a successful marketing strategy. If your business is lacking market research methods or not implementing substantial data analytics, you are missing out on significant marketing exposure.
Performing market research can act as a strong driver of communication, identify business opportunities, and lower your risk of investing time and energy in unproductive areas. Making sure you’ve done your due diligence when it comes to testing various prices and packages, then obtaining consumer input will help you develop a targeting marketing campaign.
Overlooking Retention Marketing
Retention marketing should be the mainstay of your marketing campaign. And overlooking the importance of it can be detrimental. There are two main reasons for this: 1. it’s much easier to sell to existing customers, and 2. it’s less expensive to retain customers than it is to obtain new ones.
According to the book Marketing Metrics, businesses have a 60 to 70% probability of selling to an existing customer, while the probability of selling to a new prospect is only 5 to 20%. Existing customers became your customer for a reason – they were drawn to your product and feel strongly enough about it to invest in it. It’s important to continue marketing to them and reinforce the value that your product brings. Customer loyalty can be hard to come by. Make sure that once you have it, you keep it.
Not Following Through On Strategy
Before any marketing plan can be implemented, the marketing team must develop a solid and well-constructed marketing strategy. The strategy is the frame of a successful marketing campaign and should act as a referral tool before any significant marketing decisions are made. However, this isn’t always as easy as it seems, and many campaigns fail because teams divert from their strategy.
One way to ensure this doesn’t happen is to develop a realistic strategy. Also, breaking down tasks that are easy to follow and assign to team members can help create accountability for all parts of a campaign.
Giving Your Audience Too Much Content
Especially in today’s digital age, it can be difficult to keep consumers attention. Marketing campaigns that burden consumers with information that is superfluous or not what the consumer is looking for can be harmful to expanding our brand.
Successful marketing teams focus on content production goals that are relevant and stress quality over quality. Data analytics can come in useful here. You should check your analytics platforms to see what content is performing well and what is less effective.
Marketing can be a tough and competitive business. To keep your brand going strong, make sure you avoid these all-too-common mistakes, and in addition to grabbing new consumers, work to keep the valuable ones you already have.