July 23, 2008
Marketing Mistakes Checklist and some Examples
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Many entrepreneurs make basic marketing mistakes either because they don't know about these mistakes, or they don't have an effective system to avoid them.
This article is about the simple, basic mistakes you must avoid in order to make consistent profits with your business.
1. Failing to Master the Primary Function of Your Business
It amazes me how many businesses don't master their core business. By this I mean, if you own a grocery store in town, do you have the basic items and brand names your customer buys on a daily basis… in stock all the time?
You should, as your customers rely on you to have these items in stock when they need them. And if you don't, they'll shop somewhere else.
Now think about your business. Do you have a system in place for you business, which allows you to master the primary functions in your business so your customers are happy in their dealings with you?
You don't need to master marketing or become a business guru. Simply set up a solid system and master your core business, so your customers get what they wanted from you in the first place.
2. Not Specializing and Targeting a Specific Market
Small business owners seem to 'forget' who their customers really are and don't realize they need to specialize. Seeing they don't have a huge advertising budget, almost all small businesses need to specialize.
This allows them to compete with a small advertising budget.
Decide what you what to specialize in and decide which customers you want to go after. And then simply go after your target market every day.
3. Failing to set up a Database of Prospects and Clients
You may think this is obvious, but I still come across many entrepreneurs who are too lazy to set up a database of prospects and clients. If you have a brick and mortar business, you too can easily do it too.
Simply collect the email addresses of every prospect and customer you meet and add them to an autoresponder program such as aweber.com.
Then build a relationship with them by sending them valuable content and offers you can sell to them.
4. Not Systematically Following Up on Leads
Make sure you keep in contact with your existing prospects and customers at least twice a month. I notice many small business owners 'forgetting' this step too. If you don't keep building a relationship with your prospects and customers, they'll forget about you and buy elsewhere!
Remember they've already purchased from you and trust you. Selling additional products to them is easier than find and selling to new prospects.
5. Failing to improve the Usability and Conversion of Your Website
How many visitors on you blog or website are you converting to subscribers or customers? How easy is it for your visitors to understand what to do on your site?
To improve the usability of your website, make sure all links are blue and underlined, for example. Web visitors are used to seeing blue links.
You can also increase the size of your "Buy" or "Subscribe"buttons. It almost always increases conversions. Also make sure you eliminate all distractions which will stop your visitors from buying or subscribing on your site, especially on the order pages.
Distractions could mean links to other sites or any unnecessary things which distract your visitors from buying or subscribing on your site. This also increases conversions.
So study your websites and blogs, and make sure it's clear what your visitors must do on your site. Also investigate how you can increase the conversion rates so you can turn more visitors into buyers.
Do you have any additional marketing mistakes we should watch out for?
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Responses to Marketing Mistakes Checklist and some Examples »
This one is my fav
3. Failing to set up a Database of Prospects and Clients
I can't believe how many businesses still dont collect a lead/customer database.
Those are some very good points in marketing online & off. Finding the target market is half the battle - the rest is keeping track of it all & networking many times.
Chelles last blog post..What Areas Do We Service?
Hi Riggie,
Good article. Good points. Especially the part on not following up. So much potential revenue lost, just like that. Simply by not following up.
Jag
I think you have defined the basic of a successful business, venture, and site. It is almost impossible to run a business without such measures. They all are must be implemented to turn a business into a successful venture.
Rather than having a lot of jargon on your site it is good to have very simple description and content. I have seen many landing pages which results in nothing. I like all the tips in article though.
These are some great points that should never be taken lightly or forgotten. Following up on leads is so important.
Good pointers out there. I strongly agree with point 4 especially as potential clients will be missed or forgotten. Thus I shall make it as my checklist =)
This tips are really useful for me right now because i'm currently investing with my website and this is very timely. Thanks!
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"keep in contact with your existing prospects and customer" That is the biggest mistake and most often we don't follow them. Finding and exploring a new potential is good but denying the importance of existing prospects is a blunder.
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A great "back to basics" article. Such common sense stuff but totally underutilized. Much of the problem is that as small business owners we are not able to specialize as much as we need to. We are forced to be jack's of all trades. It's not until the business is big enough that we can start to hire specialists to do some of the work.
I run a martial arts school and happen to also know web marketing. So I can handle that. But get into the other aspects and I fall down. Accounting, customer relationships, etc.
It's really the small biz challenge, getting big enough to really be able to specialize in what you do.
Nice article
Phil
Thanks for this list of marketing mistakes. It is very important for me as im in marketing business. I will look forward to these tips and try to avoid mistakes. Thanks again.
Thanks for the useful information
I like number 2, specializing is very important. You must seek the customers wants and need, and be very specific. Not only that you will grow a nice relationship with customers by doing so.
I think I have been guilty of all five of these sins and learnt the hard way on each one. I guess the benefit of this is that I have learnt from my own mistakes!
Interesting regarding the website conversion section.
I have been playing around with this for some time and it is interesting to see how the smallest of changes can make a big difference to conversions
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I think finding your own niche should be a major consideration. Great tips!!!
"2. Not Specializing and Targeting a Specific Market"
Anytime when you run a small business you must have big objectives. Once with them, you have to learn more and more things.
Those are some really good tips I see a lot of mistakes make - I don't know how they stay in business!
TRs last blog post..Is Alcoholics Anonymous Effective?
Oops…I mean mistakes businesses make, sorry if that didn't make any sense - sometimes i can't type as fast as I think
TRs last blog post..Is Alcoholics Anonymous Effective?
I agree with your observations on running a successful business. You put it well, very informative and well conceived post.
Patrick Garrys last blog post..Business Plan? All you need is Twitter.
gr8 post….explained in detail….i think maintaining cotact with customer is more important.
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I have found this post while searching google and I am glad I found it.
I think i really like the part that says specializing and targeting a specific market. A lot of people try to be a jack of all trades which never works. Its just makes all the sense to concentrate on a niche and become a master in that area.
Very good checklist, well done.
I think number 5 is the most important. It is essential to monitor your conversion rate and continue to improve.
Very helpful. Thanks for the practical advice.
good! why didnt you tell me that earlier! now i lost too much
Number 2 was my biggest mistake with my 1st 2 projects…but I have that one sorted now.
very useful tips, thanks for post.