Last week, Electrum Branding warned businesses of six marketing missteps to avoid if they chose to venture into the marketing mix without a trusted guide. This week, we present tips seven through twelve. Enjoy!
7. Following the Leader – Modeling your marketing plan after your competitors instead of breaking away from the crowd.
Find your competitive advantage and focus all your efforts on it. Do everything you can to not be like everyone else.
8. Skeet Shooting – Reacting to whatever is presented without a clear method to gauge its relevance to your plan.
Your marketing plan will keep you on track to reach your goals through targeted, concentrated efforts. Use it!
9. Introspective branding – Basing your brand’s identity on what you think it is.
A brand is what and how the buyer thinks and feels about your product. Product quality isn’t always the determining factor. It’s often more about brand image and relationship.
10. Ghost Towning – Infrequent posting content on your social media pages.
A social media page whose last post was in 2015 gives the same impression as a store whose dusty display window features an undressed one armed mannequin – abandoned. Your prospects and customers want to know what’s happening inside your business and inside your industry. Give them a peek inside and engage with them.
11. Inbound-phobia – Avoiding marketing channels you do not fully understand.
Marketing plans employing only traditional forms of marketing such as television, radio, and newspaper are expensive and ineffective. It’s time to explore inbound marketing and reap the benefits of digital and social marketing.
12. Media Envy – Placing expensive ads in publications dominated by “the big guys.”
If your media budget isn’t as big as theirs, you’re wasting your money. Chances are you don’t need to cast such a wide net anyway. Today’s environment offers many highly targeted, less expensive ways to reach your audience.
BONUS TIP: Playing Doctor – Performing your own surgery, replacing your own fillings, diagnosing your own illness. After all, you know your body better than any health care professional.
Don’t try to market your company or product yourself. Let the experts help while you focus on running your business.
Ready to ask for assistance with your marketing efforts? Contact Electrum Branding for an effective branding strategy customized for your unique audience and budget.