Too often, internet marketers make costly mistakes that lead poor results in their marketing campaign. Such mistakes could be avoided with proper planning, attention to detail, and continual measurement and evaluation. Whether you are considering an internet marketing campaign, a conventional marketing campaign, or something new, be sure to avoid the following common marketing mistakes.
- Wrong Timing
You may have a fantastic offer, a well designed marketing campaign and a great list, but if your timing is wrong, your results will also be wrong. There are many great marketing campaigns out there that fail to produce results. This happens when the campaign is launched at a time when consumers have no interest in purchasing the product.
- Failure to test the headline
Since your headline is the first thing your prospects read, it is vital for luring your potential buyers into your offer, the message and the action you wish them to take. Despite the medium, you need to continually test your headlines by running split tests and assessing response. This ensures that the marketing message grabs the attention of many prospective buyers.
- Failure to test the offer
In direct marketing, if you have a good offer, people respond. Several other factors should also be considered, but giving a compelling offer is necessary in most instances. Offers can vary from ‘hurry while supplies last’ to discounts or coupons, but the commonality remains. Be sure to test your offers so as to optimize response.
- Not having a good list
Having an award winning design and a great offer is not enough. For many marketing campaigns, success is connected to having a targeted list. Nowadays, there are many list generation tools that can help you acquire lists that are segmented based on psychographics, buying behavior, demographics and other characteristics. Therefore, it is advisable to invest your marketing budget on developing a good list or by purchasing/renting a well-segmented marketing list.
- Depending on a single communication
Customers usually receive hundreds of marketing messages every day. Studies have shown that for consumers to take notice of your marketing message, they need to see it an average of 12 times. This means that you need to communicate with your prospects regularly. Sending a single email or posting a single advert in the newspaper cannot produce meaningful results. Identify the most appropriate media and develop a continuous campaign within your budget.
- Not measuring campaign effectiveness
Regardless of the size of the marketing campaign, you will need to keep track of your results. This could be done with a multi-million dollar system or a simple spreadsheet. The idea is to identify what works and what does not so as to improve results in the future. For my diet blog which features Bistro MD coupons and Diet to Go discounts, measuring campaign effectiveness is a vital component.
- Failure to sustain dialogue
Many companies fail to communicate with customers on a regular basis. If you have a customer base, it is likely that you have worked hard to get them. Part of your marketing budget should go towards retaining them. Be sure to initiate open dialogue with customers, ask them for feedback and communicate with them often. This will build your business in the long term.