Sometimes, the easiest way to learn a complicated task is to figure out what not to do. It’s not uncommon for sports coaches to advise their players what to take out of their performance, for instance. A long-distance runner might be told to stop swinging his arms to preserve energy. Likewise, a small business marketing consultant will frequently provide a list of no-nos as a part of marketing strategy planning.
The following are suggestions on what not to do in small business marketing. Strategies for avoiding these common pitfalls will pay off, as you’ll avoid wasting money on ineffective small business marketing strategies.
Mistake #1: Say yes to every marketing service that comes your way.
Not all marketing opportunities are created equal. If you select marketing willy-nilly, there’s very little chance your messages will reach your target audience – and an even smaller chance your marketing budget will boost sales. Be choosy when it comes to your marketing. Only pay for prospects that will connect to your customer base and provide a good return on investment.
Mistake #2: Fail to track what your small business marketing consultant is doing.
It can be comforting to trust your marketing to a certain small business marketing consultant or employee, but it’s important to check in with your marketing professional regularly. Like all humans, marketers perform best when they have clear expectations and deadlines to work toward. Your consistent communication with your marketing strategy planning team is a crucial ingredient in marketing success.
Mistake #3: Fail to set benchmarks for success.
Upon entering a relationship with a marketing firm or professional, you should have a clear list of marketing objectives. Will this campaign boost email newsletter sign-ups? Would you like to reach 500 online purchases a month? Or are you hoping to boost customer referrals? Set a clear goal or two for each item in your marketing budget. Without clear targets, you can’t figure out if a certain marketing technique was worth the investment.
Mistake #4: Offer constant coupons and discounts.
If your business depends on discounts to win customers, consider whether your price structure is realistic.
Mistake #5: Ignore the competition.
Competition research is a key part of marketing strategy planning. After all, the free market rewards novelty and innovation. By tracking what is working (or not working) for your competitors, you can more deftly guide your own business strategy. If you don’t have time to check out what the competition is up to, consider hiring a small business marketing consultant to write a competitive analysis report for you.
