Even the most seasoned marketers make mistakes sometimes. With endless digital marketing options swirling around in the minds of marketers, it’s no wonder that oversights happen. But despite the influx of online marketing tools and tactics, many marketers remain unsatisfied with their results. In fact, in a recent study by HubSpot only about 22% of businesses reported being satisfied with their conversion rates. In order to help you prevent the mistakes that lead to poor results, we’ve outlined some common marketing mistakes to avoid.
Not taking full advantage of analytics is a common, and often fatal, mistake that can cause missed opportunities. Many marketers either don’t devote enough time to analytics or they’re not looking at the right KPIs. You can avoid this mistake by carving out a regular block of time in your schedule for tracking analytics and getting clear on your business goals. By defining goals, you can map out which KPIs you should be tracking to accurately measure progress. Once your goals and tracking are aligned, you’ll be able to use analytics as a compass to guide your marketing strategy. For example, if you are trying to do a big push on leads, analytics can tell you which pieces of your campaign need testing or tweaking in order to get better results from your target audience.
Skipping Out on Personas
If you haven’t already defined your company’s target personas, it’s essential that you do so. Personas not only allow you to better understand the needs of your target audience, they also keep the entire marketing team aligned when creating content. The more specific you can get with your personas, the easier it will become to create the thought leadership pieces that your audience craves. This, in turn, will help you to attract and capture more qualified leads as a whole.
Sales and Marketing Misalignment
Sales and marketing are traditionally thought to be at odds with one another. When sales are disappointing, marketing might blame the sales team for its poor execution of an otherwise brilliant rollout plan. The sales team, in turn, may claim that marketing sets prices too high and uses too much of the budget, which should go toward hiring more salespeople or paying the sales reps higher commissions.
If you feel like your company doesn’t have good synergy between these two teams, your business won’t be growing any time soon. Both teams need to be on the same page in order to drive the company toward attaining new business. You can align these two teams using weekly meetings, shared calendars or even joint event attendance. You can also organize social events such as lunches, outings, and celebrations in order to foster a sense of camaraderie between team members.
Many marketers make the critical mistake of believing they can build the perfect website, advertisement or landing page on the first attempt. In reality, 71% of brands surveyed said that they tested multiple landing pages before experiencing large scale increases. But though testing is hard work -there are endless elements to be considered. From button color to messaging, many seemingly innocuous elements can have a huge impact on your conversion rates. Tetsing these elements one by one will allow you to optimize your marketing collateral for success.
Getting Stuck in Your Comfort Zone
It’s easy to get comfortable with the marketing tactics that bring you success. However, continuing to try new tactics will keep you on top of industry trends and open to potentially transformative marketing opportunities. This doesn’t mean that you should negelect the channels that are working for you; if Facebook ads are getting you a good number of leads, keep running them. The key is to try new tactics in support of those that are already working for you. For example, start running an email campaign to nurture the leads you’re getting from Facebook. If you pair this willingness to travel outside your comfort zone with a healthy appetite for testing, you can’t go wrong.
The key to new business lies in your marketing, which takes hard work and expertise to perfect. By taking full advantage of analytics, mapping out personas, aligning sales and marketing, testing and trying new tactics, you’ll avoid the common marketing mistakes that might be tripping up your competitors. Mistakes are sure to be made in your marketing career, but watching out for these common mishaps can dramatically increase your chances of success.