AVOID IN 2019 MISTAKES TO MARKETING - Perzonalization€¦ · Most common email marketing mistakes...

MARKETINGMISTAKES TO

AVOID IN 2019

MARKETING MISTAKES TO AVOID IN 2019

TABLE OF CONTENTS

What are the most common marketing mistakes to avoid?Making assumptions without testingUncareful logo updateSending offending tweetsIgnoring the complaints of your customersBranding products without researching the target audience.Speedy SendsOffering something you can’t deliverBlaming the customer

What about the digital marketing mistakes?Forgetting mobile usersNot clarifying your audienceFocusing only on getting trafficNot having a blogNot using social media channels with a clear goalOnly talking about the features of your productsIgnoring social mediaJust focusing on the quantity of your contentIgnoring SEOForgetting to measure ROI Ignoring retention

Most common email marketing mistakesNot welcoming your new subscribers/usersNot having mobile optimizationJust trying to sellNot having a clear CTASending too many emailsIgnoring the power of personalizationHave you started wondering the most common marketingautomation mistakes?Not setting a planNot integrating with your databaseShocking your users with irrelevant contentForgetting about the campaigns that you have setLooking for the wrong metrics


If you are running marketing campaigns forany amount of time, then you would probablybe afraid of making one of the most commonmarketing mistakes. Everyone, from professional marketers tosmall business owners, makes marketingmistakes. But even if you make somemistakes, you should be ready to learn fromthem, by discovering more about youraudience and what exactly works for them. Even if you make some marketing mistakes, youshould be ready to learn from them, bydiscovering more about your audience andwhat exactly works for them.


If you are a newbie, with this guide you willgain the appropriate knowledge about themarketing mistakes and basically learn howto grow your small business with marketing. Some of the marketing mistakes could be bigenough and could damage your brand andbusiness seriously. That is why we wanted toinclude some of the common marketingmistakes in this article. Below, you will find the most commonmarketing mistakes examples that businessesof all sizes make.Now, grab your drink and move on!


What are the most common marketingmistakes to avoid?

The reputation and the trust of your brand isvery important when you are selling online.The following marketing mistake exampleswill give you a taste of what could happeneven with an untimely click. Take your notes and make your plans verycarefully.


Making assumptions without testing

Assuming that you know your audience, yourcustomers, their behavioural intent and yourcompetitive landscape is one of the mostcommon marketing mistakes. You are fullywrong – at least in most cases. There are numerous research and feedbacktools available that can help you to listen andanalyse carefully the needs and attitudes ofyour audience. No need to assume anything.


You might survey your customers to see whatthey do and don’t like when it comes to thefeatures of your products or services. Also,during each interaction with the customer,you may ask for individual feedback andanalyse the results in order to identifyproblematic areas of your business. Onlyafter that, you can come up with solutionsthat can help mitigate the risks and increasecustomers’ satisfaction along with yourconversions.


Uncareful logo update

As you can imagine, this can kill thereputation of your brand. Let’s explain it witha real life example from Hershey’s. That isright; even the big players could maketerrible mistakes. In 2014, Hershey’s changed their logo andpeople started murmuring about it, but not inthe desired way. According to many, the newlogo looked like a “poo.” Multiple memes started to be made,comparing the logo to the popular emoji.


Very similar, isn’t it? Although this kind of marketing mistakes maynot affect the sales of a huge company likeHershey’s but they will for sure kill anygrowing business. In the process of deciding about your newlogo, test it with people outside of thecompany who can give helpful feedback. Withthis way, you will be able to make anypossible changes before showing it to themasses. And these – for sure – will preventanything that can be crude or unintentional.

Here it is:


Sending offending tweets

It’s very normal to announce the newcollection of your company via Twitter, isn’tit? Except when it’s offending millions of people.

This tweet sent by Kenneth Cole in 2011 wasjust a poor play on everything happening inEgypt at that period. The company received negative feedback andthey deleted the tweet immediately. Humor may not work when you are usingsomething very controversial.


Ignoring the complaints of your customers

With the numerous social media channelsavailable today, dissatisfied customers canshare their bad experiences with thousandsof people in just a few clicks. These could be posts on their Facebook,Twitter, Instagram or on any other socialmedia platform. Also, they can post negativefeedback about you or yourproducts/services on Yelp, Google – the sitesthat masses of people browse every singleday. Whenever this happens, respondimmediately on that same site where thecustomer initially posted that feedback andlet everyone know that you care about eachcustomer by asking what you can do to makeeverything right.


Branding products without researching thetarget audience

We believe that the example of Honda, fitsthis mistakes absolutely well. In 2001, Honda launched a new car model.They marketed it as Honda Fit in AsianMarket and Honda Fitta in Europeanmarkets.


Everything seems pretty cool right? Don’tdecide very quickly. The thing that Hondadidn’t realize before launching this model wasthat “Fitta” means female genitalia inSwedish. After this huge mistake, theyrebranded the car and named the modelHonda Jazz. In order to avoid these kinds of marketingmistakes, the key point is to always researchyour target audience. If you are a local brand,less research will be needed but make surethat you have the assistance of an expertwhen expanding.


Speedy Sends

It’s very helpful to act quickly in order to notmiss the changes in this digital world that weare living in. But speed can sometimes cause you seriousproblems. Here is the real life story of New York Times.In 2011, NYT sent an email to the people whorecently cancelled their subscriptions, askingthem to reconsider about it by giving adiscount. This is a great idea to win back your lostcustomers and sometimes could increasetheir loyalty.


The point here is that an employee sent thisemail to almost 8million subscribers, insteadof the list of 300. Ho Ho! Some of the subscribers assumed that theemail was a spam, but many of them werevery mad for not getting the same discount asthey were loyal customers for a long period oftime. Remember to double check your list beforesending any campaign to avoid any headache.


Offering something you can’t deliver

When you make promises that you can’tdeliver, you create an untrusted image aboutyour brand. Also, if you try to roll out aproduct that doesn’t work yet or before youtest it appropriately you set your customersto have bad experience with your brand. Thisis another way that customers lose trust onyour brand and probably start looking for asimilar brand.


Blaming the customer It’s very easy to think that an angry customeris just overreacting. Despite everything, youneed to let the customer be right, withinsome reasons of course. The customer is rightwhen it comes to how she feels that sheshould have been treated or the quality ofyour products/services she was buying. But it is important not to let people takeadvantage of you. When someone hascomplaints, listen and offer a solution that isbeneficial for both parties. Always remainreasonable, professional and calm! Otherwisethe customers can easily harm the reputationin just a few clicks.


What about the digital marketing mistakes? Have you thought about the effectiveness ofyour digital marketing campaign? Nowadays, it’s very clear that digitalmarketing is very important to reach andengage with your customers. People desire tointeract with your brand and your products.Besides, they want to remain informed aboutany updates. So, your digital marketingstrategy must be effective to respond to theneeds of your customers every single time. Your digital marketing strategy must beeffective to respond to the needs of yourcustomers every single time.


Yet, there are very common marketingmistakes that almost every company makes. But it is very important to learn from theseand prevent them from happening again. We would like to share some of the mostcommon digital marketing mistakes that willhelp you correct the things that you believeare doing wrong! (If there is any) It’s not too late to make the changes. So, let’s have a look together!


Forgetting mobile users Make sure that you are not ignoring mobileusers. In the digital world that we are living,everyone has a mobile phone they use notjust for making calls or sending text messagesbut also for surfing the internet orconsuming/creating content on social media. Your website needs to have mobileresponsiveness because bad mobile customerexperience can take away customers fromyour brand.


Almost 50% of surveyed people mentionedthat they did not prefer working withcompanies which did not offer a mobilewebsite, even if they loved the brand. If it is applicable for your business, you couldalso think about launching a mobileapplication.


Not clarifying your audience First of all, before setting up a digitalmarketing plan, you need to have a very clearunderstanding of your audience and specificresults that you want to achieve. If you know your ideal customer, you will alsobe sure that your content addresses theirneeds and problems perfectly. You may also like to set up clear goals whichwill direct you more correctly.


Focusing only on getting traffic When you are not getting sales, the solutionis not just bringing more traffic to yourwebsite. You can buy these visits. Themessaging between the visitors and theoffers that you are displaying are the bigplayers here. When things are going very wrong, don’tspend your time and money on optimizingyour landing pages or posting more aboutyour products. Just change what you are offering! Prove the offer first and turn the traffic after! Remember that 91% of people claim thatthey visit a website again after receiving acoupon or a reasonable offer.


Not having a blog Blogs increase the traffic for your websites,that is why you need them. They can also helpyou to build a great relationship with yourtarget audience. Let people comment on your blog but do notforget to respond to them. You can also integrate your blogpost withyour social media channels which means thatyou can also share links to your blog postswith your followers. This is a great way tokeep all of the channel alive!


Not using social media channels with a cleargoal Posting for the sake of posting does not makeany sense. Creating valuable and informativecontent that engages with your audience isand will always be a great tip for a successfulsocial media marketing strategy. In our days, ignoring the social media facts isone of the top marketing mistakes made bymany companies.


Only talking about the features of yourproducts

People don’t just care about your product.They would like to know how your productcan make their life easier. This is why youneed to stop talking just about your product’sfeatures and instead focus how your productcan transform the life of your customers in ameaningful way.


When a customer is going to buy one of yourproducts, they pay you to have a before-afterin their life. In the “before” situation,customers must be in a pain, bored frightenedor somehow unhappy. But in the “after” statethese customers must feel that life is better,free of pain and happy. In other words, theyare paying you to get an access to this afterstate. There are many businesses that make thismarketing mistake and fail in offering thedesired “after” effect. Being clear with thedesired outcome that your product delivers isvery crucial for the success of your marketingplan.


Ignoring social media Social media is a very inexpensive tool and agreat way to interact with your customers.It’s absolutely free to create a social mediaaccount. Sure, it will cost you a little in caseyou buy ads or pay someone to run theseaccounts, but it is still cheaper than thetraditional marketing efforts. Your customers are using social mediaplatforms, so you must have social mediaaccounts too. Only in the USA 81% of peoplehave at least one social media account.


Although it will be a little hard to grow youraccount in the beginning and get the desiredamount of engagement, it’s very crucial not tobuy any followers. Because these won’t bringyou any tremendous engagement and alsoyour account can be harmed if get caught!


Just focusing on the quantity of your content Remember that the Internet does not needjust another post, podcast or blog post. There is a lack of quality content which ismore important to make a recognizable andunique reputation around your brand. Also, do not forget about the power of video.Posting videos can engage your customers ina more desired way!


Ignoring SEO Constantly optimizing SEO is very crucial toincrease your brand’s visibility and help yourbusiness get found by your target audience.There are some techniques that always helpbrands show up in the search results. Some ofthese are adding your keyword in the titletag, using meta descriptions, making yourURLs and images keyword rich and addingbacklinks. But there is no denying that search engines’algorithms change in a very fast way and thismeans that your techniques that work todaymay not work tomorrow. So, you have toconstantly keep up with the SEO techniques. By ignoring SEO, you will probably be makingone of the greatest marketing mistakes.


Forgetting to measure ROI Don’t just throw your money away to digitalmarketing campaigns without measuring theROI. Without measuring it, you won’t be ableto review and optimize your campaigns andyou won’t know if they were successful. Remember that unsuccessful campaigns willjust burn your money. There are many metrics that you can track tomeasure the success of your eCommercebusiness. For example you can measure the traffic,leads, conversions and many more.


Ignoring retention When you acquire a new customer, you needto make it a customer for life. If you don’t have any plans on this, sorry butyou are far behind! Don’t forget that you are more likely to sell toyour existing customers. And it is almost 7times more expensive acquiring a newcustomer than seling to the existing ones. Be sure that some of the marketing amount isspent on customer retention.


Most common email marketing mistakes? When you are planning a marketing strategy,email marketing should always be a part ofyour plan. It doesn’t matter what kind ofbusiness you have, you must incorporateemail campaigns on your marketing plan. Email marketing is very powerful in engagingwith an audience and leading to sales withoutspending a large amount of money. This channel absolutely works for manybusinesses but there are times when thecampaigns fail badly! So, to avoid the major marketing mistakesduring your email campaigns, we have listedthe common ones below! Let’s figure them out together!


Not welcoming your new subscribers/users You have one new subscriber,congratulations! Now what? If you are not planning to contact them untilyour next newsletter or offer, then you aremaking a huge marketing mistake. Welcome emails should be triggeredimmediately just after the subscription. Themain reason is because they have the highestopen rates when compared to the emails.


When you own a store, and offer somethingfor those who subscribe to your email list,obviously the visitors would like to buysomething and they will for sure subscribe toyour list. If you get them when they are still on yourwebsite, you would probably convert them toshoppers. Remember that welcoming emails generateat least 320% more revenue than the othermarketing emails. Take advantage of this and get yoursubscribers to be engaged with all your futureemail campaigns.


Not having mobile optimization Many of the people use smartphones to opentheir emails. It’s vital to have a mobileoptimized email campaign. Before sending, you have to test the emails inall available devices to have the mostoptimized version for your campaigns. The best optimized emails give the customersa great experience both on mobile anddesktop. It will take only a few minutes tooptimize your emails but be sure that it’sworth it. According to a research if your email doesn’tdisplay properly on mobile, approximately75% of people will delete it in just a fewseconds. So, be careful


Just trying to sell When you first email your customers, it’simportant to know why you are emailingthem. You need to foster a relationship andget something out of it. If every single of youremail campaigns has only a focus on sales,your customers will disengage very easily. You have to find the perfect balance betweencontent and sales. With sharing ideas and content, you will havethe opportunity to engage with yoursubscribers via content marketing. By doingthis, you will be positioned as an expert inyour industry and get the trust of yourcustomers. As a result, you will get more openrates and CTRs.


Not having a clear CTA Each content you create needs to have a clearcall-to-action. This is a must have, for anylanding page, blog post or email campaign. If you ignore adding call to actions, you areleaving it to your audience to figure out whatyou want them to do. Before composing any email, you need tostart with a very clear vision. Think about the outcomes that you desireand plan your emailing accordingly. Design your email to guide your readerstowards this outcome.


Sending too many emails When people subscribe to your email list,they do not give you the right to bombardthem with emails. An average person gets 121 emails per day! So, it is very clear that many peopleunsubscribe from the email lists because theytake too many emails. Be empathetic and put yourself in yoursubscribers’ shoes.


People should be happy when they get anemail from you. Don’t forget that they havesubscribed to get your messages. Limit your emaillings, maybe one per week! Also, you can ask users to set up their ownpreferences at the time they sign up. It’s very important to segment your usersaccording to this data.


Ignoring the power of personalization Probably this is one of the most commonmarketing mistakes made almost by everycompany. The best designed emails are theones who create the largest engagements. To catch this level of engagement, you needto craft personalized emails. Personalization can mean anything fromsegmented emails to including recipient’sname on the subject line or inside yourtemplate. When you combine segmentation withpersonalization, you have greater chances ofgetting someone to engage with your email.This gives you a chance to convert your usersinto long time customers.


Have you started wondering the mostcommon marketing automation mistakes? Marketing automation is growing rapidly andmany companies are taking advantage of itsbenefits. But there are many marketingautomation mistakes that people make. To help you avoid these, we have listed themost common marketing mistakes inautomation.


Not setting a plan Marketing automation without a plan? This isprobably going to become a big fail! According to recent surveys, marketers arenot succeeding with their marketingautomation because of a poor strategy. This is one of the most common marketingmistakes small businesses make. Before you start, it’s very important to setyour campaign’s goals and objectives.


Not integrating with your database Your database always needs to be the base ofyour marketing automation. If you do notintegrate your marketing automationsoftware with your database, you won’t beable to create personalized experiences thusyou won’t get your expected ROI. To avoid this kind of a trouble, you shouldstart with a very little user number in the verybeginning and extend it as you are gettingyour desired outcomes.


Shocking your users with irrelevant content You can quickly create and schedulecampaigns with marketing automation tools.But it is also possible to bombard youraudience with content which is not relevant. As mentioned previously, sending to manyautomated emails can lead to a greatunsubscription rate. Be sure to segment your audience and onlysend the relevant emails at the right time. Also, posting too much in social media canannoy and confuse your followers. Provide only relevant and engaging content.


Forgetting about the campaigns that you haveset Many people say that the most importantbenefit of marketing automation is that youcan set and forget your campaigns. That’s notvery true. We all agree that marketingautomation saves us a great time byautomating many manual tasks, but the maincontroller of these must be no one butyourself. You should regularly check the performanceof your campaigns and make the appropriateadjustments if needed.


Looking for the wrong metrics It’s super easy to get excited by the highperforming metrics of your campaigns andforget about the most important ones. You need to get deeper and be able to get bigpicture when it comes to measuring yourperformance. For example, ignoring the CTR when an emailcampaign has a high open rate may be adeadly mistake. Businesses that automate many of theirmanual tasks need to be careful and avoidthese marketing mistakes.


Final Words We have summarized the most importantmarketing mistakes and how to avoid them inthis blog post. We can admit that making marketingmistakes is a part of the learning process. Thecreators of today’s best marketing campaignsin your industry must have crafted lots ofgarbage ones before finding out the bestperforming campaigns.

Are you a small online business owner? Or a professional eCommerce manager?

It doesn't matter!

Get Perzonalizationand start uplifting your profits!

START YOUR TRIAL NOW


If you think that we have missed one of thecrucial marketing mistakes which needs to beincluded in this guide, just email us and wewould be more than happy to add them onthis guide.

https://www.perzonalization.com/start-free-trial-shopify-woocommerce-prestashop-opencart-magento/?utm_source=eBook&utm_medium=CTA_Banner

THANK YOU

Want more content on

eCommerce?

DISCOVER

https://www.perzonalization.com/ecommerce-personalization-resources/ecommerce-personalization-ebooks/?utm_source=discover&utm_medium=eBooks

AVOID IN 2019 MISTAKES TO MARKETING - Perzonalization€¦ · Most common email marketing mistakes...

Documents

Transcript of AVOID IN 2019 MISTAKES TO MARKETING - Perzonalization€¦ · Most common email marketing mistakes...