So, it’s a new year and you have high hopes that this year will be so much better. Let’s hope it is a better year for all of us.
At the end of one year and the start of another, it is a good time to reflect on last years marketing and plan for marketing this year to help ensure that you do have that better year that you desire! My past experience tells me that despite the desire for more success with marketing this year, for most it won’t happen and if it does it won’t be because lessons were learned from last year.
In the hope of helping you ensure that your marketing goes better this year, I have put together 7 mistakes to avoid to make your marketing in 2021 a success!
A “perceived” lack of time to do what needs done!
You will note that I used the word perceived! Steven Covey spent most of his career studying people’s time management. He found that the successful were very good in ensuring their time was productive. We can all be very busy, but is all our time consumed doing productive things, or do we waste a lot of time? Most people’s initial reaction is that they don’t waste time, but an honest assessment can often show otherwise! Take my Q2 test (it is free) and see for yourself. https://msofmarketing.com/small-business-success/quadrant-2-programme/
Not understanding the purpose of each marketing platform and the products within it.
If you don’t understand the benefits of each platform and the options they offer, then chances are you will be disappointed with the results. If you want to target teenagers, then you will be disappointed if you use LinkedIn as your marketing platform. If you want immediate sales, then you will be disappointed if you use Google Display ads. You would be surprised how many people are disappointed with their results due to that very issue.
Not daring to be different!
It is very easy to just copy what everyone else is doing, but if you want to get a better result, then you need to dare to be different both with your branding and the types of marketing that you do. Want to see some great examples of businesses that have succeeded by daring to be different? Then go to: https://msofmarketing.com/making-sense-series/ and watch out for two interviews coming soon where we see the impact of daring to be different with beer and your local butcher shop!
What successful army goes to war without a plan, yet a lot of small businesses don’t create a marketing plan at the start of each year! Marketing is about having a vision and a plan on how to get there. It is a step-by-step process. If you don’t plan, then don’t be surprised by the amount of money you waste and how ineffective your marketing is. Don’t know how to write a marketing plan? Take the Q2 programme and at the end of it, we will give you a free copy of our 1-page marketing plan for businesses. https://msofmarketing.com/small-business-success/quadrant-2-programme/
A lot of marketing that you do takes time. It won’t bring instant results. Too many people expect overnight wonders and when it doesn’t happen, they ditch that marketing and try the next thing they have heard might work!
Doing the same things and expecting a different outcome!
I believe Einstein considered doing the same things but expecting a different outcome as the definition on insanity. Either there are a lot of insane people out there, or a lot of people have convinced themselves that they don’t have the time to make changes, so will just keep doing what they are doing, hoping that things are about to change anyway!
Either not understanding the customer journey or not ensuring your marketing reflects the customer journey!
This happens all the time! I would be rich if I got $1 for every business owner who does not appear to understand the purpose of their website. Most seem to treat it like an ornament that you put on your mantlepiece. You put it there, occasionally look at it, but don’t touch it! Your website is there to help manage customers through their journey to purchase! Your website needs to be designed taking this into account and kept up to date at all times! Other examples: If a person is just thinking about buying a new car, versus someone has made the decision to buy a new car, they are going to be receptive to different types of marketing. If just considering buying a new car, then they might watch a 30 second video on the latest model. If they are in full purchase mode, then they might watch a 20-minute video!
Make this year a better year for your marketing and avoid the 7 mistakes I have listed!