Do you make these common marketing mistakes?
When marketing your service and/or product, you need to have a good understanding of who your target audience is, what message you want to convey, the offer you would like to give and the time frame for your campaign.
Too often both newbie marketing professionals and marketing veterans, make costly errors that result in bad results in marketing campaigns. Potential marketing mistakes can be prevented with ample preparation, focus on detail, as well as ongoing tracking and campaign analysis.
If you’re taking into consideration a conventional advertising campaign such as direct mail, an Internet marketing project like Google Adwords, or something that you’ve never tried before, make certain to avoid these typical marketing blunders.
You may have a wonderful list, a great deal to offer, and even a beautiful advertising piece, but if your timing is not on target, then your practice is not receiving any benefits. As a skilled marketer, I have seen some extremely expensive advertising and marketing campaigns that were really compelling however failed to produce the desired outcome due to poor timing. One aspect of timing is reaching customers when they have the interest to buy. This is since the campaign reached consumers at a time in which they had no interest in buying the item. For example, trying to sell swimsuits in January in a cold climate would be poor timing.
2. Failing to Test Your Headline
Your headline is the first thing your prospect will read. From their, they will determine whether or not it is worth their time to read more. You want this message to be compelling. You want your prospect to take the desired action. No matter what marketing vehicle you are using, you must continually test your headings (or subject lines) by running split tests and tracking results. This makes certain that your advertising and marketing message will bring in the biggest number of potential buyers.
3. Failing to Test Your Offer
As with headlines, it’s equally important to test your offers. When you have the right offer, targeted to the right people, people will respond. There are many ways to craft an offer such as discounts, buy one, get one, dollars off, limited quantity, etc.
4. Having an Excellent List
Having the very best offer and also a prize-winning layout is not nearly enough. For many sorts of advertising projects, much success is directly connected to having a targeted list to start with. Today, there are many sophisticated list generation companies offering a variety of segmentation tools. Ways to segment and devise a list can be through demographics, psychographics, buying behavior, etc. You name it, it’s out there somewhere. The trick is not to be so focused on the cost of the list. Money well spent on a great list will pay much bigger dividends in the end.
5. Depending on a One Step Campaign
Each day people come in contact with over 3,000 advertising messages. That’s a lot of advertisers vying for attention and we tend to filter many of them out. As a matter of fact, current research suggests that consumers need to see your advertising and marketing message between 9-12 times before they will take action to contact you. It is important to adopt a multi-step approach in any kind of marketing campaign. One email, one direct mail, one newspaper ad will not do. If that’s your idea of advertising, save your money. You will never get a return on your investment that way.
6. Not Measuring Performance
This is huge and probably one of the biggest things I see that is not being done. The only way to know whether or not your marketing is effective is to track it. Know how people came to call, know how much revenue they produced, know what it cost to make your phone ring, how many leads you received and know what your conversion rate is. Only then can you make informed decisions on where and what to spend your advertising dollars on.
7. Failure to Follow Up
If not measuring performance is huge, failure to follow up is enormous. After working with many businesses, I have rarely found any who communicate with their customers on an ongoing basis. If you have a well-established customer base, chances are you have spent some money and time to acquire them. You need to be spending a few of your advertising spending plan to retain them. This also goes for all the leads you are cultivating. Having an automated follow-up system is key to getting every dime you can from the dollars you invested.
Is your current marketing strategy not showing a return?
If you are trying to grow your practice but seem to have hit a plateau, be sure to contact us to discuss how we can help your practice.