ARE YOU MAKING THESE 5 COMMON MARKETING MISTAKES?
When I work with new clients, the first thing we go over is their business values. You can also refer to them as pillars, foundation, or the really really really important stuff. Why do we do this? Well my friends let me tell you…
Everything in your business should be rooted in these values. Every decision you make should be based in your values. This will ensure you don’t make these common 5 marketing mistakes:
Inconsistent message - When you are making marketing decisions last minute, you can get distracted by the latest trends and buzzwords. This can show up in marketing that doesn't speak to your audience or contradicts something you’ve said in the past. It can leave you customers feeling confused and thus not feeling like they can trust you.
Unclear focus - When you are not rooted in your values sometimes you can get pulled into different directions. This can look like carrying a new product or service that has nothing to do with your core business. Again this can leave your current customers confused and you run the risk of losing more customers than gaining new ones.
Doing a lot of extra work - With all this distraction and lack of clarity you are going to waste a lot of time and energy jumping from one idea to another. This will show in your marketing and it will detract from your key messaging. You’re better off picking a few things that sit heavy in your core values and really marketing every angle of them.
Wasting Money - Creating new content and formulating new ideas isn’t only going to chew up a bunch of your time, it’s going to drain a lot of money and resources (time is money)!
Trying to talk to everyone - when you are creating marketing initiatives you always want to keep your ICA (ideal customer avatar) at the front of your mind. That is who you are speaking to. I see a lot of business owners wanting to talk to everyone in fear that they might miss a sale if they get too specific. Big mistake. Just as much as you want to attract the right people you also want to repel the ones who don’t fit your ICA.
Value based marketing will give you a clear and concise message. You will be confident in what you are putting out into the world and have a louder voice because of it.
So, I challenge you to look at what you are doing right now. What's your process? How do you decide what kind of marketing you’re doing for your business? Do you even know what your business values are?
Grab some paper and a pen and get to business!