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10 Marketing Mistakes That Will Kill Your Brand
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10 Marketing Mistakes That Will Kill Your Brand
Mistakes that can harm your brand
- 1- Jump straight to Tactics;
- 2- Wide Segmentation;
- 3- Create Content Because of Volume;
- 4- Try to be everywhere;
- 5- Undefined Positioning;
- 6- Ask Too Soon;
- 7- Aggressive Landing Pages;
- 8- Indefinite Messages;
- 9- Ignore Recurring Revenue Value and Brand Loyalty;
- 10- Neglecting Micro-commitments.
Managing a company is not an easy task. There are many factors to lead it to sustainable growth, which guarantees a long life to the enterprise. Many of them unfortunately do not resist, and there are several reasons that can contribute to the bankruptcy of a company.
Hi! Today we’re going to talk about the ten common marketing mistakes that will kill your brand, and I hope this article helps you avoid mistakes and start seeing positive, consistent results for your brand quickly.
Starting a brand is a very difficult, time-consuming and expensive undertaking, so knowing how to avoid these pitfalls will make the difference between breaking or making, between throwing time, effort and money down the drain and building brands that go beyond just looks.
Now, if you're reading this article, chances are:
1. You own a brand or multiple brands;
2. You may have a lot of experience in the field of marketing or;
3. You might be completely new to this.
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Mistake #1: Jumping Straight to Tactics
The vast majority of business owners believe that for a brand to be successful all they need to do is get a brand identity, a website and a handful of social media pages and then start marketing their business.
So they start with ads on platforms like Facebook, Google and Instagram, and then they start learning about business managers, campaign types and levels, and how to get their ads up and running.
This approach will require aggressive marketing and will rarely produce good results, even if they do get some results, those results will quickly wane if they slow down your marketing efforts even a little bit, never creating a lasting buildup of results or momentum.
That goes even if you have an awesome product or service, a good brand identity system, a really cool website, and a great idea for an ad campaign.
The reality is that they neglected what is most important in creating a successful brand: a brand strategy.
A brand strategy is the process of making a brand identity desirable and acceptable. It is to create an urgency, a demand. In summary, a branding strategy should create a sense of need and desire for your brand among your target audience.
Remember that commercial slogan?
“Offering everything you did not know you needed”
That’s what brand strategy is.
Approach your branding strategy as if you were working on a political campaign, trying to sell a candidate to the public. Since the candidate himself is the identity of the brand, creating a unique strategy for that particular person’s success is what a branding strategy is all about.
However, many people confuse brand strategy with marketing strategy, which is the process of creating that desire, desire or demand (brand strategy) in front of as many target audiences as possible. So, before you start marketing your brand, you must first solve it by developing a brand strategy based on your brand identity.
Mistake #2: Broad Targeting
Never associate your brand as a product or service of a small business, as people in general do not identify with small businesses. Of course, we are small business owners, but you shouldn’t associate us with that.
Rather define yourself as a strategist or specialist, more as a person with a special set of skills, someone who is offering something created as a result of their own life experience, in a more personal way, and not as a person who runs a small business.
By doing this people feel like you are talking directly to them, talking directly about their challenges, and they are more likely to understand what you are really saying.
Note that many successful brands associate with their target audience this way. For example, Giorgio Armani is always referred to as “the designer” and not as “the businessman” as he really is, so as not to lose a personal touch.
Regardless of how you approach your audience as a small business owner, chances are they’ll feel it’s a little less personal and therefore won’t pay attention to your brand.
Remember, a brand has to be born, it has to have a father, mother or both, it must have a history, it must have a past to deserve a future, it must have an identity that relates directly to an audience.
Don’t make this common mistake that many business owners make when trying to build a brand while reaching a large audience. Instead, you should use all your efforts to target a much more specific audience.
The truth is that most entrepreneurs don’t understand that a brand should be like a private club, with selected members, to maintain a strong identity and provide a sense of uniqueness, belonging and sharing something in common with its customers.
If people don’t feel that way about your brand, not only is your brand worthless, but you don’t really have a brand at all.
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Mistake #3: Creating Low Quality Content Just to Add Volume
To start with, let’s be honest, there’s a lot of content out there, we don’t have a shortage of content in the world, in fact there’s a lot of content, and anything can be found on the internet.
We don’t really need more content; what we really need is better content. So before you sit down to write content, don’t just write for the sake of volume.
Think about your audience, think about the challenges they face, and try to create the best content possible to really help them.
Mistake #4: Trying to Be Everywhere
There are many people who believe in the philosophy that you need to be everywhere as a brand. But chances are, if you’re starting out or building a small brand, you’ll have limited resources.
If you try to go out there and be everywhere, if you, for example, create pages on every social media platform you can, you will dilute your efforts and quickly become overloaded with work and not pay enough attention to developing those pages to the success.
Of course, big brands have big budgets and an army of people working to get them everywhere, and of course there are benefits to that. But for those starting out as a small business, if you try to follow those big brands, you’ll stumble very quickly.
Instead, focus on where your audience is most engaged and commit to going where they are most active, and over time, as your brand grows, you can start earning more as you see fit.
Remember that when you are starting out, less is definitely more!!!
Mistake #5: Undefined Positioning
For your brand to be successful you need to really mean something to your audience, you have to give them a reason to want your brand.
If you simply appear in the market trying to offer what is already being offered by your competitors, you are not offering anything new to attract.
If you are just regurgitating what your competitors are saying and just trying to make up the numbers, just another market presence doing nothing new, thus offering your audience an alternative to what already exists, you are on the fast track to success. failure.
So you really need to take the time to define not only the position you want to hold in the market, but also the position you want to hold in the minds of your audience.
Make sure your message supports your ideas and communicates this to your audience, giving them a reason to come back to your brand.
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Mistake #6: Asking Too Soon
The way we make purchasing decisions, the way we shop as consumers, has changed dramatically over the last twenty years.
Twenty years ago brands were able to send messages and expect those single messages, those single touchpoints, to drive action and get results in very little time.
Today this has completely changed, it is very rare today for a brand to be able to send a single message and get significant results. Brands really need to think about the modern consumer and how they digest information and make purchasing decisions.
First it’s all about giving value, show your audience that you understand their challenges, that you understand what they’re going through and that you have the level of experience to be able to help them with something that they feel has real value.
Second, it’s about giving them time before trying to close a transaction, you must let your audience feel comfortable with you.
You can achieve this by running a blog, answering their questions and posting content that informs and adds value, you should build some interactions before trying to sell them something. So asking too soon is sure to scare off your prospects, so give them time and make sure they know you trust them.
Mistake #7: Aggressive Landing Pages
Let’s say you do all the hard work and really start driving traffic to your website, to your landing page. The next thing you want is to close deals, right? Of course, when someone lands on your page it’s very easy to feel that sales are happening, because of course that’s the whole point of having an online business.
Now the question is, as a brand, what is the best strategy to close a deal when someone lands on your webpage? I personally believe that when offering your brand, you can’t be too aggressive, because that makes your brand look too cheap and makes it not only lose its value, but also its quality.
I also believe that a branded website must be very stylish to recreate the experience of walking into an expensive store online.
It should also offer the best possible interaction, where a person can browse, easily find a lot of information and, above all, be able to talk to someone to clarify their doubts without feeling obliged to buy something.
Your content shouldn’t be pushy with its huge headlines and its aggressive colors, instead let your message do the work, as your message is the most influential part of your brand, and if you take the time to craft a well-defined message and a well-crafted branding, that’s what will do the job for you.
So tone it down a bit and let people feel that you are so much more than a cheap salesman.
Mistake #8: Undefined Messages
As you’ve probably noticed, I’m a huge advocate of brand strategy, and the reality is that most brands don’t have a strategy, not only have they not taken the time to define exactly who their target audience is, but deep down they really don’t understand what “brand” really means.
Many people only think about the benefits of having a successful brand, they think about the big profits and the status that a brand brings, but they forget that creating a successful brand is a really challenging task.
It involves so much detail and requires a lot of our involvement on a personal level, think of it as raising a child for success, anything less than that is not brand development, wouldn’t you agree? Yes, so it’s very important to define the personality of the brand that you are going to bring to market, the characteristics that it is going to use to resonate as well as the main messages that will be used to mold the minds of your audience in the way that you want your brand to be seen.
If you don’t have a defined method for your messages to go to market, it’s a big mistake. So marketing will kill your brand if you don’t have time to define the messages it will pass on to your audience, so don’t rush and never go to market with an undefined message.
Mistake #9: Ignoring Recurring Revenue Value and Brand Loyalty
Since there are so many competitors and marketing messages all over the internet where everyone is screaming trying to attract customers, grabbing an audience’s attention is the most difficult task in your branding and marketing.
And once you get that attention, you still have a long way to go before converting those audiences into customers.
Because of this many companies keep trying to get more and more customers, trying very hard to attract as many new customers as possible, they treat their sales like one night stands.
Once they close a deal they move on to try and get new customers for more and more sales, never stopping to realize that the person they just sold is much more likely to buy more stuff from them, but with the incentives, to recommend your brand to your family and friends.
Focus your efforts on providing the best customer experience as well as valuable incentives for customers who have purchased from you, as they are far more valuable than the leads you haven’t yet closed.
You should make sure you offer them plenty of discounts on new purchases as well as referrals. Providing these benefits will be more effective in bringing in more sales and will cost you far less than the extra marketing cost of continuing to bring in new customers over and over again.
So take the time to create a really defined strategy for how you’re going to nurture these customers. Remembering that “a bird in the hand is worth two in the bush!!!”
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Mistake #10: Neglecting Micro-Commitments
Be active and commit to avoiding the mistakes that can kill a brand.
Take your time, be patient, add value, become a credible voice, answer questions, write blog posts, make videos and send them out for your audience to digest.
Invest your time in giving people really valuable information, and then repeat it again and again.
Make sure you commit to these tasks as they will cause your prospects to engage in micro-commitments with you.
Keeping customers engaged on a deeper level with your brand by providing multiple potential opportunities to engage in micro-commitments, and with each micro-commitment guiding them to close a deal, they are more likely to buy your product.
Creating a successful brand is a very personal journey, and if you neglect what makes a brand truly special, your chances of your brand failing are very high.
During this journey, it is necessary to take many important steps, so to give you a better direction, we have prepared some steps that you must follow to reach your goals. Shall we check?
FAQ – Frequently Asked Questions about Mistakes That Can Harm a Brand
1- How to avoid these mistakes?
2- What is a marketing plan?
3- When to draw up a marketing plan?
4- What are successful cases?
5- Why is creativity important for the entrepreneur?
Conclusion
There are many marketing strategies that can be used to promote your brand. However, if you are not careful with the errors just listed, it can be fatal and all the work will be in vain.
The good part is that all of them can be avoided with planning, with defined strategies and target audience, in addition to the tools that help in the analysis and measurement of the results obtained, of course.
Be careful not to make these marketing mistakes and prevent your company from growing. Stay with us and go deeper into the topic.
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