It’s not uncommon to hear that this or that online marketing tactic doesn’t work. Many CMO’s and marketing departments find that online advertising doesn’t bring instant results. This doesn’t mean that online advertising doesn’t work, frequently the smallest gap in understanding can cause poor implementation. There are a few common marketing mistakes we find companies making, however, there is usually an easy fix right at your fingertips.
1-Under Budgeting For Marketing
We have all heard the phrase “you have to spend money to make money.” This will nearly always ring true. While saving a few dollars by doing something in house makes sense in the short run, it can make a huge impact on business and be one of your biggest marketing mistakes. The transition alone can kill an entire campaign. Now, you don’t have to spend more than you have just to break even, and you certainly should see some big returns. However, with a qualified digital marketing agency, you should be seeing returns in as little as one to three months. Don’t cut corners in your spending at the expense of marketing or else you could be seeing the cut in your bottom line. If there is a serious lack of funds, try for a middle of the range price point for services with a reputable company or CMO. This is most likely to pay for itself in the long run.
2-Too Many Opinions
Time and time again, we see campaigns killed or lose a lot of quality during the approval process. When there are too many people collaborating it can be really hard to make any progress. The process can potentially postpone the launch of a campaign weeks or months past your intended date. When working with an advertising agency establish which people in your company have a guaranteed say and those who are a little less essential. Remember that you can’t always make everyone happy and if you try the biggest sacrifice will end up being quality.
3-Not Cleaning Your Data
While it’s great to have large lists of emails, address, and phone numbers, you have to remember that not everything stays current when lists get too large. Clean data means removing the unresponsive and the bounced contacts from your lists. Frequently, we see many clients leaving them in “just in case” but what ends up happening is that your organization overpays to store useless data. Make sure you keep your data tight and scrubbed regularly to ensure you spend the appropriate amount and save yourself lots of wasted time and money. Many marketing agencies offer data cleaning services to remove duplicates, update outdated data, and remove the useless information. Frequently, this provides you with new segmentation options, higher open rates, and lower costs for your platforms. Avoid marketing mistakes by doing regular data scrubs, it's simple but has a huge amount of impact.
The number one marketing mistakes we see is when a company is so focused on immediate results that they miss out on the long haul. Building a brand cannot be done in one day and you don’t want it to be. Taking the time to build a reputation is what provides many companies with longevity. While there should be results brewing during the process, it frequently takes months for a particular plan to get heavy traction. Building up social media is a marathon not a sprint (unless you’re willing to spend for faster results) and getting good databases can take companies years. Now this isn’t to say that things can’t be done efficiently or that there aren’t tricks to speeding up the process, the point is that patience can make or break the success of a strategy so before you change tactics, ask your marketing consultant for a an estimate of time for results.