Published on Friday 06 May 2016 in The Shoestring Marketing Blog
Not understanding their customers
Before a business can market themselves and find new customers it need to understand who their customer is, and where they are. By spending a little time looking at your customer base and understanding a little more about their age, sex, interests and other key demographic information you'll have more chance of creating successful marketing campaigns that will create a return on your investment.
Ignoring the power of social media
Social media is one of the most cost effective marketing platforms for small businesses. However, many small firms will either use it incorrectly or not at all, often frustrated at the time it can take. However, done correctly it will drive local customers to you and be a marketing activity that you can fit in around your day. A killer Facebook page is a huge asset to a business – use it to showcase your work, garner reviews and promote your business with laser targeted adverts.
Not being consistent
Dipping your toes in and out of marketing will cost you more in the long run. It's well known that a customer will need to be exposed to your brand or identity several times before buying or engaging with you. Therefore, having a consistent approach is key. Instead think of a variety of targeted initiatives that can run concurrently. For instance, this could be a targeted Facebook ad campaign, sponsorship of a local team, local PR initiatives and targeted direct mail campaign. All of these executed right and running concurrently will give you multiple touchpoints for your business.
Being taken in by rogue agencies
During the course of your day to day business you'll get approached by agencies promising you the earth! Number one on Google? We'd all love to be there, but only one business can be. Doing due diligence before engaging the services of a marketing or digital agency can save you wasted time and money. There are some excellent local freelancers and agencies that will add value to your business and help you grow it. Ask for references and ask to speak to one or two of their current clients for feedback, the good ones will fall over themselves to get you speaking to current customers.
Not building a customer database
Remarketing to existing customers will produce the highest return on investment. FACT!
By not keeping records of your customers in an easy to access, easy to market to location, you're wasting a great opportunity to grow your business. A CRM (Customer Relationship Management) package can cost from as little as free to a few pounds a month, but will give the ability to communicate to existing customers via email, direct mail and text messages.
Customers that are warm to your brand are more likely to purchase from you again, and more importantly recommend your services to friends and family. Maintaining regular contact with them is key to this.
So, there you have it, our round up of our top mistakes that small businesses make when it comes to their marketing. Remember, taking the time to understand your audience is key to growing it, be consistent in your approach and don't ignore the power of social media.
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