Is your marketing lacking something? You did all the research and strategically planned all of your marketing activities based on relevant data and analysis, but something isn't quite working out for you.
There can be many factors influencing the success of your marketing campaign. Oftentimes, you might be doing everything right, but small overlooked factors such as inconsistent branding, lack of personalization, or underestimating the power of social media can be missed. These factors can be massively influential for a successful marketing campaign.
Ready to learn more? Check out the commonly overlooked factors that could be impacting your marketing efforts today.
Knowledge
Do those in charge of marketing truly understand the product and your business? This knowledge is crucial for both your in-house and external marketing teams. If they lack a comprehensive understanding of your company, its offerings, and its unique value proposition, your marketing efforts may fall short. Product training equips your team with the necessary knowledge to create compelling marketing campaigns that resonate with your target audience, ultimately boosting your results.
Telling Not Showing
When it comes to marketing, you want people to see why they need what you're selling and how it fits into their lives. If you're telling people to buy something, not showing them why they need it, then it is likely impacting your success rates. For instance, instead of just saying your product is 'the best ', show how it solves a problem or makes life easier. You need to highlight benefits and show what this product or service can do and the value it brings. Focus on the customers' pain points and how you alleviate them rather than telling them they need it because x,y,z.
Thinking You're The Customer
Are you marketing as if you are selling the company to yourself? Because you are actually more likely not to be the customer or the target audience. What you want and what you think are irrelevant points, and marketing based on your own experiences and preferences is only going to alienate a large portion of your audience.
So remove yourself and your team, for all intents and purposes, from the messaging and talk directly to and appeal to those you are trying to sell to, not yourself. If your marketing team consists of 20-something males who are into fitness and eating well, yet your target audience is a 60-year-old man concerned with operating his farm, is what the team thinks is important going to be relevant to the 60-year-old farmer? Probably not.
Same Messaging and Approach
Marketing isn't a one-size-fits-all endeavor, and if you approach it this way and send out the same content across all channels, then this is why you aren't hitting the mark or your results are inconsistent.
Think of it this way: Would you wear cocktail attire to McDonald's or your sweats to a black-tie function? Probably not, and this is why your marketing needs to be individual for the channels you're using. One size doesn't fit all, and you need to appreciate the nuances between audiences to appeal to them and get the ROI you need.
