Every business owner appreciates the importance of marketing. As such, trying to follow the right protocols ranks very highly on the business agenda. However, it’s equally important to avoid the most common mistakes.
Falling into the traps can be a huge waste of money. More worryingly, it can ruin any hopes of building stronger bonds with your customers. Ditching those mistakes for better procedures could be the key to unlocking the next stage of success for your business.
Here are three of the most commonly committed marketing mistakes. More importantly, there’s advice on how to upgrade those strategies too.
Don’t Cold Call
Telemarketing isn’t exactly a dying breed, but receiving calls out of the blue can be quite annoying. This is particularly true during the hectic working week. Unfortunately, telephone scams and PPI companies have somewhat ruined the mood towards cold callers.
However, it’s hard to overlook the fact that most people are glued to their smartphones. This is the perfect resource for targeting customers. On the other hand, you do not want to put them in a negative frame of mind. That could simply sever all ties.
A far softer approach is to send a text. Email to SMS packages allow you to target a large audience in a matter of seconds. It doesn’t get much better than marketing directly to the pockets of customers. Especially as they have already registered details with the company.
Ditch the calls for SMS, and you should see great results.
Don’t Forget Customer Care
In today’s climate, technology is king. In the absence of human interaction, providing great customer care has become increasingly difficult. But that should not be used as an excuse to abandon it completely.
The fact that many companies fail to offer it gives you a great opportunity to capitalise. Providing easier methods for customers to contact you will stand you ahead of many competitors. This simple addition can make a vast improvement to their feelings about the business.
There’s no substitute for trust. If your changes can encourage it, then you’re doing something very well. Conversely, failure to offer good care can quickly ruin any bond you’ve built.
Don’t Be Too Broad
One of the most common mistakes among SME businesses is they try to target an audience that is simply too generic. Only a select number of organisations can appeal to everyone. For everybody else, finding their place in the market is a must.
Understanding your demographic will help you tailor marketing ploys to suit them. Creating content that will resonate with your audience is vital for any company that wants to achieve the best results. Moreover, your search engine optimization strategies will also bring more impact when they are geared towards a specific audience.
On one hand, you don’t want a very small niche market. Doing so will leave you needing to convert sales from a far higher percentage of the potential client base. On the other, though, being too broad could turn off everyone. Strike the right balance, and you should be onto a winner.