Professional Distancing: Marketing Practices To Avoid
When it comes to being a savvy marketer, there’s a wide range of practices that would be wise to avoid in order to successfully promote your brand and elevate it above the noise of a crowded inbox or mailbox. Take a look at this list and see where you are in terms of your marketing know-how.
Not Promoting Yourself
The idea that my small business “doesn’t need any marketing” is a signal that you have the potential to make some incredible changes to your overall strategy. Take a look at why you don’t believe you need any marketing. What is holding you back from it? Once you identify these factors, you may come to realize that even a small amount of marketing can go a long way for your business. Promoting your business is a way to stand out from your competitors and make your business shine brighter than the others. Utilize your promotional marketing to come out on top. Overall, if you want to make money for your business, have a marketing and promotion strategy in place, even if it may be small.
You may believe that your products or service speaks for itself, and people will naturally come through word of mouth, and you may have some success with this mentality.
But ultimately, your own promotion is what is going to drive customers your way. Essentially, your business should sell your business.
Undefined Target Audience
Do you have a target audience? Do you know who it is? A common problem in many businesses is they don’t. So, consider your ideal customer. Someone who fits your business values perfectly, who loves your products and who is willing to refer you to others or stick with your for the long term. What do they look like? How do they act? How would you define them?
Is it Pam who spends her weekdays volunteering at animal shelters and her weekends playing rock ‘n roll in a local concert space? Or is it Garry who spends his free time painting nature scenery while holding a steady job at the Parks and Recreation Department?
If you’re having trouble identifying your target audience, do some research and get to know your customer segments—who are your current customers? That will help inform how to go after new ones.. An undefined target audience can make your marketing campaigns appear scattered and uncertain, and your messaging may not hit the mark and resonate with the people you want to receive it.
Ignoring Social Media
It might seem like a waste of time, but social media marketing does work—you just have to be sure you’re on the right platform. Go where your audience is. That might mean creating a Facebook page for your business, or maybe a Twitter or Instagram account. Even Snapchat and TikTok are being used successfully by marketers. Not only will you meet more of your customers and prospects, broadening your reach, , but you gain free promotion and potentially increased search engine rankings.
Aggressive Email Blasts
If you’re using email marketing, keep it up! It can be a very effective method to reach a certain audience. However, be careful about how many emails you’re sending—too many messages to the same people can lead to unsubscribes.Unregulated emails blasts can leave customers feeling less engaged. Practice segmentation of topics with your audience. You’ll be a pro at this in no time.
Making False Promises
If you can’t deliver on something you’ve claimed you could with a customer or client, you’re going to lose their trust, and they will go to a competitor. False promises negatively affect your company and brand. No one likes to feel like they have been lied to, especially when they are spending money.
When developing your marketing plan, be clear and concise, while avoiding any confusion or false promise. If you advertise fast and efficient service but deliver a week late, ouch. You could lose a customer.
Marketing is a key part of your small business plan, so make sure to carefully consider the do’s and don’ts in order to create a plan that works well and grows your business.