Marketing can help you to generate more customers, but it can also be a big waste of money if you’re not careful. To avoid the latter, make sure that you’re not making any of the following mistakes.

Not knowing your audience

You don’t want to waste time and money targeting people that aren’t interested in your product. Work out who your key demographic are and where you’re most likely to find them so that you can focus your marketing in the right place. Market research such as surveys and analytics could be useful for finding out this information.

Having no USP

It’s important that you also have a USP (unique selling proposition). This is a unique characteristic that helps you to stand out among your competitors. This USP should be at the centre of all your marketing. You can work out your USP by researching into your competitors and working out the areas that they’re not focusing on enough.

Marketing offline only

You can’t survive as a modern business without an online presence. Make sure that you’ve got a website and social media pages at the very least. Other marketing strategies like SEO, PPC and video marketing can also be worth looking into. That isn’t to say that you can’t still use offline methods like flyers and events – but you should still be combining these with digital methods.

Ignoring return customers

It’s not just new customers that you should be targeting with your marketing. You should also target your past customers and existing customers as you may be able to encourage them to do business with you again in the future. There are many marketing methods that can help you to encourage return customers including loyalty discounts, mailing lists and social media marketing.

Not tracking performance

If you don’t track the performance of your marketing, you won’t know how successful it has been. With digital marketing strategies such as PPC and SEO, you can usually read analytics to get an idea of how successful a campaign has been. You can also survey new customers to find out how they came across you. This can then allow you to identify the most successful forms of marketing so that you can make these your focus.  

Doing it all yourself

There are some forms of marketing that you can do yourself such as social media marketing and email marketing. However, there are other forms of marketing that are better handled by professionals. For instance, you’re best off hiring search engine optimization services to handle SEO – doing it yourself requires a lot of time and expertise. Similarly, you shouldn’t design your own website.

Outsourcing it all

On the opposite end of the spectrum, it’s also important not to outsource all your marketing. It may save you time, but it will cost you a lot of money. As previously mentioned, certain forms of marketing like social media marketing and email marketing can be easily DIYed.