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Marketing Mistakes to Avoid

July 4, 2018


Marketing is a tricky game for any sector, so how do you promote your business effectively? You need to ensure your strategy is geared towards bringing clients to you over your competition.

But it's not always as simple as it sounds. This guide will show you potential tripping points to avoid when marketing your business, in order to deliver the best ROI.

Ignoring online reviews
Stay up-to-date and aware of online reviews for your company. But how do you nurture a positive presence on review sites? A great way to keep negative opinions off global, independent review sites is to be savvy with your social media activity. If you have a disgruntled customer, it’s likely that they want a response to their issue and will initially choose your company’s Facebook or Twitter account to communicate with you directly. If you receive a complaint — either via a tweet, a tag or a message — respond to it as quickly as possible.

Social media and customer services expert, Jay Baers says: “A lack of response is a response. It’s a response that says, ‘We don’t care about you very much’.”

If you leave a complaint to fester, your unhappy customer will feel ignored and become angrier, potentially leading to another bad review left on an independent site for more people to see. Theoretically, that means not only will all your brand’s social media followers see the complaint, but also potential customers who may be browsing independent review sites for future purchases.

Missing out on brochures
Brochure marketing can still prove to be an effective marketing material. According to an experiment by TrueImpact, customers use less mental effort to process a printed ad as opposed to a digital one, and they are able to remember print more easily after seeing it than digital. So don’t miss your opportunity to advertise your company’s services by not investing in a brochure marketing campaign.

Ignoring language skills
Persuasive and appealing language is something of an art form. So, don’t rush into writing a promotional leaflet or other type of ad without taking time to consider every word you’re using.

Your word choice should reflect the expectation of your audience. Although you mustn’t pack your marketing material with too much text. Instead, peppering your content with favourable and engaging words can make the difference between enticing your potential customer and losing their interest.

Not using branded products
Promotional products are a great way to circulate your company name. According to a survey, 80% of people can recall a brand after receiving a promotional product, while 58% of people keep a promotional product for one to over four years. If you want to encourage repeat custom, perhaps this marketing tactic is one you should adopt today.

Offering branded items to your customers shows you are proud of your brand. L.J Market Research found that over 50% of people in a survey eventually became a customer of a brand after receiving a promotional product from them — can you afford to miss out on this opportunity? Consider ordering a batch of promotional items that you can hand out at trade shows or that people could use in public to enhance your marketing ROI.

Picking one or the other
Make sure you explore all avenues for marketing your company, both online and offline. Being active on social media will help you to get your brand out there and build a rapport with customers. SUMO Heavy Industries — a digital strategy and design company — found that 72% of people use social media daily. On Facebook and Twitter, you can send instant replies to existing and potential customers, which could prove essential in order to secure a second or first-time booking, while these channels also give you the opportunity to send immediate updates on special offers or photos of new rooms and services you’re now offering.

Print marketing is still hugely successful in the age of the digital rise, and should not be ignored. When marketing in this sector, the look of a place or guestroom can make or break your campaign, and with print, your audience can enjoy an attractive image that sells your brand and doesn’t go away by scrolling down. A university study discovered that, when comparing the efficiency of online and print adverts, the print format proved to have the most ‘advertising effectiveness’. This study took into account how much a person spent looking at the ad, how much information they took from it and how likely they were to buy (or book). Still not convinced? According to a survey of 2,400 consumers, 82% of people trust print ads, while only 25% said the same for online pop-ups — so perhaps it’s worth balancing out your marketing strategy if you’re currently focusing on digital platforms.

No images
Imagery is often the first thing people notice. How many times have you seen a brochure or email ad for a company that didn’t include at least one or two attractive photos?

Customers will equate a poor image with a poor service. The term: ‘a picture is worth a thousand words’ was apparently coined by Frederick R. Barnard. Before approaching you, customers want to see that your promised service and skills are true — so don’t ruin the illusion and turn consumers away by placing an image with a poor resolution on your catalogues, leaflets and pull up banners. Or even worse, not providing a photo at all.

Marketing is the strongest way to get your company name out there and attract new business. Just make sure to avoid the pitfalls stated above in your next campaign.

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