PIH HEALTH

7 Marketing Mistakes That Can Come Back to Haunt You

This may be the week for ghosts and goblins, but ghastly creatures aren’t the only things that can haunt a small business owner.

Making any one of the 7 common marketing mistakes below can have frightening consequences for your small business. Find out what you have to fear from these marketing mishaps, how to avoid them AND how the Whittier Chamber can help!

Mistake 1. Not setting goals for your marketing efforts

Whatever type of marketing you’re doing, you won’t know if it worked unless you know what you hope to achieve. Set SMART goals (specific, measurable, achievable, relevant, timely) for each marketing campaign so you can assess its success.

Mistake 2. Not having a marketing plan

You can waste a lot of money and time by marketing haphazardly. Advertising in the wrong place, at the wrong time or to the wrong audience will do no good. Before you start, develop a plan for reaching your target customer base through the marketing channels they pay attention to.

Think of the Chamber as your marketing partner. We offer many ways to get the word out about your business or organization and we can help you customize a printed, website or social media marketing plan that fits your budget and needs.

Mistake 3. Not marketing to existing customers

Customers who return to buy from you, again and again, are the lifeblood of your business. But you can’t count on customers coming back unless you continue to connect with them. Don’t put all your marketing efforts into attracting new customers; budget for marketing to your current customers, too.

Having a presence in the Chamber’s printed Community Resource Magazines or Business Focus newspaper reminds your existing customers that you are around and open for business! Don’t be “out of sight, out of mind.” Keep your name out there so people will remember you first.

Mistake 4. Not managing your reputation

Word-of-mouth marketing is important for every type of business, whether B2B, B2C, online or off-line. That’s why it’s vital to keep tabs on what people are saying about your business both online and off. If your business is listed on rating and review sites, monitor them and respond.

The Chamber offers multiple ways to connect with people face-to-face to ensure that they know you and you are telling your story correctly. Networking events like Wake Up Whittier and Tasty Tuesday are offered monthly. 2 great business development events: the B2B Business Expo in January and the B2C Shop Local Community Expo in July, offer amazing chances for you to be in front of customers old and new.

Mistake 5. Focusing on features, not benefits

Features are things your product or service has; benefits are how it helps your customers. Customers don’t care about your products’ features—they want to know what it can do for them. Create your marketing and advertising content with the customer in mind, and always answer their question, “What’s in it for me?”

If you ever have questions about YOUR benefits of membership with the Whittier Chamber, please our office (562) 698-9554.

Mistake 6. No call to action

When customers see your ad, receive your flyer in the mail or get your marketing email, what do you want them to do? It’s amazing how many small business owners forget to include a specific call to action in their marketing and advertising. Each piece should direct prospects to do something, whether that’s calling your business on the phone, visiting your website or scheduling an appointment.

The Chamber’s Door to Door Residential Flyer program is a great way to reach 4,000 Whittier homeowners with a specific call to action for your business – just in time for the holidays! Flyers are due November 7 and distributed November 19 to 4,000 homes.

Mistake 7. Not testing or tracking your marketing

Digital marketing offers incredible capabilities to track exactly what prospects do when they see your offer. If you are not testing multiple versions of the same ad or email, and not paying attention to which ads get results and which don’t, you’re throwing money away. Get familiar with the analytics tools that Google, social media sites and email marketing services offer to help you. The more you learn from your mistakes, the more your marketing will improve.

We have a great FREE workshop coming up on Tuesday, November 13 at 6 p.m. that teaches you how to create social media graphics and DIY videos to help promote your business. Register here  Also, if you haven’t connected with us on social media, be sure to like/follow us on Facebook and Instagram. Not only will you connect with us and what’s happening in the community, on a weekly basis we offer tips on digital marketing and how to track your efforts.