The holiday period presents most businesses with a series of incredible marketing opportunities.
It is important not to waste these opportunities by falling victim to common marketing mistakes.
If any of your strategies fall short, or even worse damage your brand, then there is a high risk that you will lose out to competitors. The risk of losing customers to competitors is particularly high at this time of year because everyone is going full steam on their marketing.
We have compiled this list of common mistakes to help you get ahead this holiday season:
1. Focusing on products not customers
Many marketers have a completely product-centric view of the world. They know their product up, down and sideways, but have only a vague idea of who might actually want or need it, or how it would be used.
2. Not interacting with customers
Even when marketers do have a concept of the ideal customer, they often spend very little time actually listening to them. They do market research and run demographic numbers, but just sitting down and simply listening is not on the agenda. Not surprisingly, the result is marketing messages that do not mean anything to the people who are supposed to buy.
3. Thinking down the sales line
Some marketers who listen to an ideal customer listen for the wrong things. They try to find ways that the product they are marketing can fulfill the customer’s needs.
While that sounds smart, it is actually not. In business-to-business sales (which is the bulk of most sales activity) what is important is not satisfying the customer’s needs, but the needs of the customer’s own customer.
4. Lack of value-proposition
Marketers who understand their customer’s customer, they often have a difficult time formulating a value proposition that makes sense to both the customer and the end customer. Understanding the dynamics of B2B to B2C can really give your marketing a boost.
5. Poor written communication
Overly wordy writing can confuse your message and its effectiveness may be lost. If you struggle to articulate your ideas clearly on the page, hiring a copywriter can be a worthwhile investment for your marketing strategy.