Mistakes. Nobody likes to make them. But when we do we try to learn from them, survive them and then value 'experience' that we now have because of them.
As a internet marketing consultant having worked with many different businesses I've seen a lot of foul-ups in my career. In this article I'll just like to address 7 of these mistakes that have crippled or handicapped many companies that otherwise could have been very successful.
1. Failure to differentiate your business by showing unique benefits you provide customer.
Some may call this Unique Selling Position (USP) or a host of other titles meaning very same thing, but you want to show how you are different from your competition. Even if you are selling a very common product you can still differentiate yourself from your competition by picking one unique quality.
If you own a pizza place then maybe you are only business in area that delivers after midnight or offer star-shaped pizzas. Whatever will help you to stand out from other pizza places will help you to stand out in customer's mind. Think about how many credit card companies, gas stations, bakeries … and a host of other businesses that offer similar services to other companies.
Differentiate and you'll win.
2. Failure to test your advertising strategies.
There are many companies that run various ads. This includes Yellow Pages, radio spots, newspapers and direct mail. Yet they cannot determine which ads are doing well and which are just a waste of money. This is because they do not test to see where their results are coming from.
Any business should have some parameter by which they measure where they are getting results and where their advertising is losing money. Very large corporation are particularly guilty of this because they have large adverting budgets. They can afford to do 'branding' advertising that is not intended to bring a direct measurable response. A small business owner cannot afford such luxury however.
So test, measure and use only what works.
3. Marketing to 'everybody'.
Any business should have a niche or target audience that they market to. Except you are selling water your target audience cannot be universal population. And even if you were selling water you may not be able to reach all languages and some people already have an abundance.
If you focus on your target market then you are more likely to get a greater response because your message will be more focused and direct. When you have a target in mind then you are more likely to strike it than to just throw mud up against wall and hoping that something will stick.