Marketing mistakes in business

The Three BIGGEST Reasons Your Marketing Isn't Working

marketing knowledge

…And it’s not what you think.

Entrepreneurs can sometimes get caught up in thinking the reason their marketing isn’t working is because there's too much competition, or the digital game is too diluted. They may even point the blame on their marketing person doing the work. When actually, it comes down to leadership, lack of strategic direction, and the right resources.

Marketing is a game you can’t simply play blindfolded and expect results. 

Here are the three biggest reasons your marketing isn’t working and what you can do about it…

 

  1. You Don't Know Your Target Audience

This is #1… because this affects everything in addition to your marketing. If you don’t know your target audience well, you’re risking the future growth and profitability of your business. Your product or service will seem less noticeable compared to your competition if your solution is too broadly focused. You must be clear and meaningful in the messaging to your target audience. Understand what they are feeling and what words would lead them to you. 

Timing, value, and channel of promotion all matter to your marketing strategy and vary depending on the target audience’s age, gender, job, and more. This not only affects marketing engagement but also your rate of attracting and maintaining customers.

In order to grow, connect, and turn website visitors or social followers into loyal customers– defining and segmenting your audience is key. Gaining insights into the audience(s) you are trying to reach, will help you understand how to reach, engage and nurture them. This is what makes your efforts more meaningful, relevant, and impactful.

One of the biggest marketing mistakes entrepreneurs make is wasting money on generic marketing to a broad audience. When you engage and nurture your target audience(s) with authentic marketing, you will attract and convert more ideal customers. This approach also helps you get a better marketing ROI– because it’s about quality (target audience), not quantity (broad audience). 

 

  1. Lack of Marketing Strategy

What’s worse for your business? Not investing in marketing at all, or wasting time and money on marketing with no strategy? 

…Either way, you lose. 

Strategy is what makes your marketing effective and efficient. Strategy is how you improve your ROI. Strategy is the clearly defined plans, actions, and goals to help you strengthen the result of your marketing efforts. 

The goal of marketing is to reach people that are most likely to take action. But they don’t always take action right away, so it’s important to build familiarity and trust with authentic, consistent marketing, and create brand awareness.

Staying consistent using the ‘rule of seven’ and tracking the success of your marketing efforts helps you continue to maintain interest and engagement between the audience and your brand. 

"The rule of seven quite simply states that it takes an average of seven interactions with your brand before a purchase will take place." (source) The psychology behind this theory is that a consumer wants to have a certain level of familiarity with the brand in order to feel confident about making a purchase. 

“The important thing in the Rule of Seven is not the number, but it's meaning. Your prospect will need to hear and see your marketing message many MANY times before they decide to buy from you.” source

Without a marketing strategy, you are at worst, putting your business at risk. At best, you are wasting money and time on marketing efforts when you have no idea if they will work. If your company isn’t growing, it’s dying. 

 

  1. Don't have the right resources

‘Resources’ refers to the tools, technology, processes, and people that drive your marketing strategy.  

How do you manage your marketing campaigns, budget, and projects?

What tools will you use to make your marketing tasks more efficient and effective?

How do you monitor metrics and keep track of your KPIs (Key Performance Indicators) so you have actionable intelligence to make decisions?

Who will you rely on to drive growth consistently and strategically with good leadership?

How do you (or your team) plan to continue learning in a rapidly changing environment so your marketing knowledge is current? 

If you don’t have the right resources to address all facets of your Marketing- Strategy, Planning, Development, Execution, Management, Follow-through, and Measurement- you’ll either stay stuck in a plateau or your business will continuously struggle. 

 

Here's How to Fix Your Marketing:

  1.  Segment your target audience and learn everything you can about them and their habits so you understand their pains, what they seek, how you truly help them, and the best way to reach them. Improving your messaging by knowing your target audience segments well will help make your marketing so much more effective. 
  2.  Build a strategic marketing plan and follow it. Get help from a mentor, use intelligence, and build a plan so you have a good direction to help you achieve your goals. This will help you stay focused on business growth and increase your profitability. 
  3.  Identify the resources you need to keep your marketing flowing like a well-oiled machine. This will help you run your marketing more effectively and efficiently. 

 

What's next for you? Are there obstacles holding you back?...

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