5 Disastrous Marketing Strategies you need to Stop Making Right Now
29 Aug 2017
If you’ve just started your own business and plan on running your first marketing campaign, chances are that you will most likely fail.
Don’t get me wrong, but no one’s ever created a successful marketing strategy in the first go.
At least, not anyone that I’ve heard of.
Even the most experienced entrepreneurs don’t always get things right, not until they are standing knee deep in data. Even then, many fail to interpret it and get overwhelmed by the overload of information.
Generally, most business owners adopt marketing strategies that are doomed for failure right from the start. More so because they are not focusing on building customer relationships but on generating sales.
So let’s say that you created a marketing strategy for your startup. Ran a campaign, hoping to see results, only to see it fail for most part. What do you do? Should you abandon all hope and run for cover? Or do you dig into data, re-strategize and test out a few marketing strategies till they work?
You probably picked the second option. Good.
If not. I would still urge you to read on and discover the 5 disastrous marketing strategies that are bound for failure in the hopes that you will discover a better understanding.
1. Using all the wrong words
You simply cannot craft a powerful message and deliver results without the right words. Words carry a lot of weight which is why they must be used wisely. Simply put, you will be losing money on your investments and sales without an effective marketing message. Many startups are unable to afford a writer and without a good content copy, you’ll most likely end up using too many words, inappropriate jargon and end up sending out the wrong message to potential customers.
However, this definitely doesn’t mean that I am suggesting you cannot get the right message across without a professional writer. But you will have to play with emotional words, use the right pronouns and passive verbs to engage potential customers. Even repurposed content can work with the right play of words. Around 60% of marketers are focused on producing engaging content while 29% are systematically repurposing content. As long as you understand the needs and problems of your target audience, you should be able to successfully use enough emotional triggers in your marketing strategy to captivate your audience.
2. Creating compelling content for yourself
So many marketers and business owners are absolutely focused on the conversion rate that they end up opting for quantity over quality. They will make more calls, send out more ads, publish more content and upload more videos, without connecting to anyone in particular. The problem is that too many of us are focused on working harder that we forget to work smartly. If you’re a little lazy, you can still be productive. All you have to do is know your niche well enough to target the related audience, so you waste less time and use tools that enable you to automate your work processes.
Again, when I say content I don’t necessarily mean words. There is a variety of content you can use to attract your audience and a few more effective ones include visual and video content. According to an infographic published by MarketingProfs, 90% marketers say that they used visual content in more than 50% of published articles. Visual content and videos tend to get businesses higher ROI and many brands have been able to increase conversions by 80% through video marketing.
3. Underestimating the power of social media
Content and social media make a perfect combo. Sadly though, some business owners and marketers fail to leverage the power of the social media to elevate their customer base. Businesses that do more talking and less listening create a recipe for disaster. Yet there are still many new brands doing just that. If you underestimate the power of social media by focusing on bringing in leads and generating conversions, then your marketing strategy is bound to fail. You cannot expect to quantify content, preferring it over quality and then expect things to happen overnight.
Instead, focus on publishing quality content by remaining committed to providing solutions for user issues and take part in trending discussions which is far more likely to attract potential customers. When you spend all your time directly promoting your products and services, people stop listening and start ignoring your brand. Participate in conversations and don’t shy away from talking about content published by other people.
4. Using paid ads to drive visitors
One of the most disappointing things marketers and business owners do is spend a great deal of money in a short span of time by opting for paid ads on Google, Facebook and otherwise. While paid ads seem like a great option for getting instant traffic, they can be misleading and are not as effective as they were a couple of years back. With increased competition, the cost of ads went up and the profit margins went down.
Of course paid ads are not completely useless but you will have to dig up a lot of data, and continue testing and tweaking to make a breakthrough. Plus paid ads, be it on Facebook or Google, should be added into your strategy once your business starts growing as you will then want to expand your reach and use various social media channels to connect with your target market.
5. Targeting a larger more generic audience
So you have a small business, you run a couple of marketing campaigns targeting a generic audience because that seems like a smart choice to achieve higher returns. Of course a generic audience will give you a far greater reach. Won’t it? But the results of these campaigns come back seriously disappointing. What went wrong? For starters, your marketing strategy is targeting all the wrong people because when targeting a generic and much larger audience chances are that your message will be irrelevant and lost in the sea of competition.
Take a step back and analyze your immediate target audience’s demographics and you will realize why a generic audience will not have the same impact as the smaller one. Once you do understand how it works, you will research demographics and target a smaller audience with a more relevant message. Chances are that you will be able to gain better conversions and ROI with this marketing strategy as opposed to the more generic one.
Time to Test out your Marketing Strategy …
Of course there is much more that goes into a marketing strategy than what’s mentioned above. The five points i did mention are however, the sign of impending failure. The aim for outlining these five marketing strategies was to introduce you to some of the biggest mistakes a lot of small companies take on a regular basis. These are just some of the basic reasons why many startups fail and quickly run out of money. The need is to create a data-driven marketing strategy, optimize it and test it out multiple times… at least as long as it takes for you to get the results you seek. By going out of your way to test and optimize your marketing strategy prior to running a full fledge campaign will help save you all that extra time and effort you will end up spending on a marketing strategy that backfires.