Well, there’s many of them but as a business coach here are the ones I frequently see.

Wrong targeting

Define your target; just like a dartboard…..what’s your bullseye and where do you find them……use internal and external research, use alliances, are you aiming for volume or profit……..be clear.

The wrong offer…….or no offer

People don’t want to buy a drill, they want an efficient hole!!

Make sure you communicate with your target market so they see the value/benefits your offering.

The wrong COPY

Use words and visuals….including Videos. WHY should they use you?

No consistency

You need to engage your audience consistently, it’s the Know, Like, Trust principal. Frequency and continuity are key.

Get your targeting right

Too often it’s a “one size fits all” approach; or spray and prey! This doesn’t work.

Your audience has different physcometric profiles as well as being Visual, Auditory and Kinaesthetic……your marketing material needs to cater for this,

Use the right channels

Direct mail, social media……..if your using social media, be social; add value, seek interaction……sell softly!

No stories

We’re all programmed form an early age to be told stories. In business terms use Testimonials, show people your ratings

No referrals

Use your customers (past and present); develop strategic alliances who can help you leverage your reach. Which alliances are right for you? Ideally those who have the same target market but are not competing with you. So for me as a business coach; banks, accountants, HR businesses are 3 examples.

No follow up mechanism

Find a way to FOLLOW UP…….both a systemised (pipeline software/CRM) way as well as a personal way……pick up the phone. If you don’t believe in your product or service why would they??

No database

This is crazy…….you need to be able to know and control the steps in your marketing and sales process. There’s many CRM systems out there………choose one, get trained on optimising it and USE it.

No people or resource doing your marketing

Get a dedicated resource……..if you can’t afford a staff member sub contract the resource.

Give them a clear remit and KPI’s…..in the early days work on “low hanging fruit” and get the basics of your marketing established.

A ME focus

No……..make it clear “what’s in it for them” WIIFM…….. What are the practical and emotional benefits of using your product or service?

The wrong pricing

Add value and don’t discount……..discounting is a slippery slope. You want to create “value focused customers not price focused ones. How can you add value…….make a list and incorporate it into your marketing programmes.

Know your marketing numbers

Marketing is math……..what is the ROI of your marketing investment.

You must Test and Measure………80% of marketing fails so start with a small budget and test and measure its effectiveness.

Just 1 marketing strategy

No, you need to be testing and measuring at least 3…….for 3 months.

No marketing goals

What marketing goals are you setting? Marketing is NOT a cost, it’s an investment; you’d expect a return on your investment wouldn’t you? How many leads for example is a key one.

No marketing budget

What’s your customer acquisition cost? How much does it cost you to buy a customer?

No Marketing plan

What are the marketing Goals; what strategies will you use and what actions are needed against each strategy. Your marketing plan needs to create INBOUND enquiries….them contacting you!

Action point: Assess your marketing effectiveness using these points……there will be much to work on!!