Blog | October 31, 2013

The 7 Deadly Sins of Marketing

by Melissa Kelly in Brand Management, Content Marketing, Digital Asset Management

The most common marketing mistakes are some of the deadliest. The goal of marketing is simple, you want to generate leads, drive them to become customers, and ideally grow them to become brand enthusiasts. Don’t create campaigns that actually kill conversions instead of creating them. Avoid the 7 deadly sins of marketing and see more ROI from all your marketing efforts.

1. Not Knowing Your Audience

Always be mindful of your audience and think about how you want people to experience your brand. From the creation of any marketing campaign, the first thing you should think about is, “Who are you targeting and what is their language?” This will generate a solid foundation for the rest of your campaign strategy. Create engagement with potential customers by putting yourself in their shoes and brainstorming campaigns that target their specific interests and challenges. Don’t just promote your product or services, really try to share educational and entertaining material that will resonate with your audience. Then, learn about the best ways to reach your audience.

Find the answers to questions like:

  1. Which social channels are being used most frequently?
  2. What percentage are using mobile devices to access your content?
  3. What type of content would your audience enjoy?
  4. Does your audience prefer to receive emails, phone calls, texts, attend webinars, etc.?
  5. How do they speak to each other?
  6. What conferences or events are they going to?

2. Using Complex Lingo

Speak the same language as your audience. Many marketers are stuck in their own bubble and use jargon and phrases that people outside of their industry and organization don’t understand. Remove the buzzwords and the “trying to sound smart” words. Keep your messaging clear and concise. Show your audience that you respect their time by being direct and using vocabulary they can relate to. This way, anyone who comes across your marketing material will recognize the value of your products or services right away.

3. Having Inconsistent Messaging

Make sure you keep your messaging consistent. Build a brand that people trust and recognize. Everyday, people come in contact with masses of emails, billboards, radio ads, website banner ads, TV commercials, and a whole slew of marketing noise. To be remembered, you need to have strong messaging associated to your brand. Inconsistent messaging can be translated to being careless and unprofessional. Develop and enforce brand guidelines for your whole company to follow. Designers, writers, sales, customer success, external contractors, and even the media should completely understand how to represent your brand in their communication, whether it’s through design, emails, or over the phone. Controlling your brand can be difficult, but a key way to accelerate brand growth.

4. Being Misaligned with Sales

Unify sales and marketing departments. It’s a business critical issue when there are major rifts between the two. It’s proven that companies with cohesive marketing and sales teams have better growth rates. Your sales team will be able to perform better when they understand what is going on in marketing and how they can best leverage all of your marketing efforts. Get together with sales and establish unified processes, key strategies, important definitions and customer perspective.  Departments should be in agreement on specific areas like:

  • Who are our target markets?
  • Which channels are the best for communication?
  • What is the typical sales cycles?
  • What is the definition of a quality lead?
  • How are leads segmented and evaluated?
  • How do leads move through qualification process?
  • What are the best resources to send to potential customers?

5. Forgetting to Close

Always have a clear call to action for all your marketing campaigns. This will provide direction for your users and help you measure success. Encourage people to act with different techniques like building up the need, offering incentives, using urgent language, and making the call to action stand out. Decide what the goal is and only have one call to action. Multiple links, buttons, or promotions can be confusing or frustrating. Concentrating on the end goal will help you drive better results.

6. Not Taking Risks

Avoid always taking the safe route. The most celebrated figures shaping technology, making history, and influencing our world today, weren’t afraid to be different. Following what everyone else is doing will make you blend in with everyone else. Think about fun and creative ideas to stand out, be loud, and make an impact. Ordinary videos don’t become viral on YouTube and safe images on social channels don’t get shared. These types of campaigns have the risk of flopping, but they’re usually the ones that deliver the most rewards and ROI.

7. Not Adopting Innovative Technology

Optimize your current processes and workflows. Implement tools that help your teams work faster and more efficient. Adopt software for social media monitoring and sharing, digital asset management, marketing automation, and analytics and reporting. Evaluate where major bottlenecks are occurring in your marketing teams and research the best solutions to implement. A great place to start is looking at how your team works when it comes to finding, managing, and distributing images and files. Digital asset management will help your teams work faster and collaborate easier, even when teams are in different locations.

Learn how Webdam can help improve your marketing efficiency (#5 Don’t forget to close). See a Webdam Demo Today.