When it comes to marketing, there are several understandings most businesses follow. Ideas such as creating memorable marketing, listening to your customers, and investing in social media marketing are all well-known beliefs within the industry. However, trends, fads, and tricks are consistently presented as ways to improve your marketing results. There are so many different theories on how to effectively market your business, that it can be challenging to know what is true and what isn’t. Below, we go over a few misconceptions that are often used in the marketing world.
Marketing Should Focus on Selling
While it is true that marketing should lead to sales, aiming to sell should not be the direct goal of your Marketing Communication Plan. Engagement should be. Marketing and sales are actually separate entities. Your marketing should focus on building a client base and generating leads. It should set a basis for sales by curating the right audience through relevant content and understanding their needs. If your marketing efforts are successful in creating a compatible following, then sales will follow.
Example: Wrong social media post - “Our bright shirts are on sale, come shop with us.” Engaging social media post - “Our customers brighten our day just like these bright and colorful blouses. Tag a bestie who always brightens your day! PS - Current inventory is 30% off, today only!”
Marketing leads to immediate results
After a marketing strategy is created and implemented, many businesses expect to see results almost immediately. However, the anticipated outcome is hardly ever achieved instantly. The process of finding the right clientele and gaining their interest and trust is not quick. You have to build mutual trust and a relationship with your audience through a constant cycle of the marketing funnel to earn their attention and, ultimately, their business. The time it takes to complete this varies with every business and strategy.
Something is Better than Nothing
Most companies believe the more you put yourself out there, the more recognition you’ll receive. Although this may be true in some ways, putting out content just for the sake of it doesn’t always work in your favor. Your marketing efforts should fall in line with your business’s overall goals and mission. By releasing something that isn’t consistent with your usual endeavors or isn’t relevant to your clients, you risk losing your following and discrediting the brand that you’ve created around the business. It’s better to stick with your formulated marketing plan rather than stray away from your established strategy. This will lead to a better ROI from your marketing efforts.
Everyone is a client
The idea that everyone is a potential customer is rarely ever right. Your business’s products or services appease a specific type of person. Knowing the demographics of your business is key to marketing to the correct audience. By targeting everyone, your marketing is not reaching its full potential or most applicable customers. Both time and money are wasted when everyone is deemed as your target audience. Your marketing efforts should be curated to fit the distinct demographics of which your business appeals to.
No business can use the same strategy and expect the same results when it comes to its marketing ideas. The efforts and outcomes of your marketing should be unique and designed to fit your business specifically. With this in mind, it is crucial to remember “not all marketing techniques are practical and useful.” We hope by debunking these myths, you’ve gained a better understanding of how to market your business more efficiently.
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