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Aug 17

Are You Guilty of These Marketing Mistakes?

By: Lydia Adams

Whether you’re a start-up company or have been in business for decades, the battle to keep your name out in front of potential customers is a fierce one. Here are three common marketing mistakes that many businesses make.

Failure to Track Results

A marketing strategy encompasses online and offline efforts. With social media, websites, email, print, radio, television, trade shows, and more evolving every day, it’s easy to find your budget spread over many categories. It’s important to try a variety, but it’s even more critical to have good data on the results you get from each avenue. Check out #2 in this Forbes article to read how one company used a results-driven approach for great success in marketing.

Targeting the Wrong Audience

When you opened your business, you probably had a picture in your mind of who your customer would be. Maybe it was soccer moms, retirees, teenagers, or other businesses. But don’t get too focused on that and ignore other lucrative targets. For example, let’s say you own a hotel. Your vision is to focus on families traveling with small children. However, you find that your guests are mostly coming from business travelers because you are located near a large corporate office park. It might be time to change your marketing campaigns to focus on this entirely different demographic. Here are some tips on how to find your target audience.

Spending Too Much on a Single Effort

Most businesses don’t have a multimillion dollar marketing budget right out of the gate. When you’re working with a small amount of funding, it’s tempting to think that it’s wiser to spend the entire budget on one big thing rather than dividing it further into different categories. But if that particular effort doesn’t bring the results you need, it could be a disaster because you don’t have the funds to regroup and try something else.

If you’re feeling overwhelmed and worried about making some of these mistakes, UNIM is available to help. Contact them today to get started on a customized application for your business that helps you avoid these pitfalls.