Many companies don’t know how to market.
They have great products, a great sales team and…no sales. Why? Because they stink at marketing.
Here are 8 dumb marketing mistakes that way too many businesses commit that will cost them money, leads and customers.
This is the number one mistake companies make (especially small and medium-sized companies). They simply don’t know which marketing is working and which is not. They don’t measure the results. They don’t track web traffic via Google Analytics or phone calls via Convirza.
Marketing without measuring is dumb.
Many marketers begin marketing with built-in assumptions about what will work and what won’t. They assume a direct mailer will generate phone calls, or they assume a PPC campaign will generate web traffic. Firmly entrenched assumptions can overwhelm the data about a specific method’s success or failure. In short: either marketers assume something will work so they don’t closely track web traffic and phone calls or they ignore the data altogether.
HubSpot talks a lot about outbound v. inbound marketing. The difference is basically this: outbound marketing is like hunting; you spend money and try to seek people to buy something. Inbound marketing is when you create such great content and have such great offers that people seek you. You get found rather than go finding.
Certainly outbound marketing is important, but only dumb marketers neglect inbound marketing.
There are certain segments of the population (either consumers or businesses) that are more likely to buy from you than others. Dumb marketers spend a bunch of money and cast a very wide net. They don’t focus their efforts on segments that are more likely to buy from them. Smart marketers focus and refine their efforts using marketing analytics and optimization.
Too many marketers only goal is to generate web traffic. That’s fine, but it’s sort of dumb. Fact: a prospect is more likely to buy from you if they call you than if they hit a landing page. Only dumb marketers forget to market their phone number.
Does your website stink? Is all of the content old and stale? Dumb marketers simply forget the content. They forget to regularly post new blogs, new article and new videos. They forget to update their website with fresh stuff. In a world where the average prospect visits your site multiple times before they buy, this is bad. Your site will bore them.
More than almost any other topic, marketing requires constant self-education. The marketing world is changing on an almost daily basis. You need to read blogs, articles, studies, pay attention to analysts and reviewers. You need to keep reading or you will get left behind. Dumb marketers fail to read and fail to learn their craft.
The best way to market is to satisfy your current customers. You need to ensure that your customer experience is top notch. Angry customers tell their friends. So do happy ones. If you aren’t recording calls, scoring calls and managing your customer experience in a measurable way, you are ignoring current customers.
That’s what dumb guys do.
You are smart. And you have to ENSURE that your customer experience is a good one.