A company is an entity that shares a message with the market in the hope of driving customers to commit to a purchase. Your message can be as diverse as you need it to be, whether you’re building your brand image or you’re sharing the news about your latest product launch. As a business, you need to rely on the strength and effectiveness of your message to make an impression on the market.
Unfortunately, too many companies miss their chances by choosing the wrong message – either as the result of tactical mistake or as a misinterpretation of their situation. You need to think of your business activities in terms of communication anchors directed at your audience. Your marketing strategy acts as an interactive messaging tool. Everything you choose to do will say something about your business.
Your activities tell the story of who your brand is. However, when some activities are not aligned together, your audience tends to receive mixed signals. Here are the most common marketing mistakes that drown your message:
Your brand lacks coherence
You need to think of your brand as an ensemble. Don’t make the mistake of assuming that your logo is all you need to ascertain your brand. On the contrary, your brand is the thread that connects your logo, your products, and your presence – both online and offline – to your customers. Ideally, you want your customers to receive the same experience regardless of the approach they choose to interact with your business. In other words, a customer who visits your store needs to build the same impression about your brand than the user who browses through your website. If your branding lacks coherence and cohesion, customers are likely to read different messages depending on their interactions with the company. One of the most common issues that can disturb your brand coherence is the failure to create a positive experience online. Many small businesses struggle to create an individual web design without the help of a professional such as www.jlewebdesign.com . While DIY platforms can be helpful for hobbyists, they are not suitable for a business presence. A professional web designer can not only create a unique design that encompasses your branding messages, but also ensures the experience of your brand remains the same online as it is offline.
Your UX sends the wrong message
The last thing your customers want is to be stuck in an infinite loop of online disappointment as they try to engage with your website. When your website doesn’t allow visitors to navigate freely or to purchase smoothly, it doesn’t only affect your conversion rate. It also damages your brand message by creating a business space that isn’t suitable for business. Ultimately, your marketing efforts to build an innovative and creative brand fall flat if your web visitors struggle with the consequences of bad UX, as explained on www.tweakyourbiz.com. Nothing turns your innovative message into a laughing matter more than the unresponsive web design that can’t adjust to a mobile screen. Similarly, cluttered content or non-intuitive navigation fails to respond to your web user’s expectations, and by doing it, ridicule your brand message.
Nobody believes in your about us page
There’s a significant page in your navigation that serves as an introduction to your brand and your business values. Indeed, the about us page is the most visited page on a website, but it is also the page that receives the least copywriting attention. If you run a business as a solo entrepreneur, you need to set the focus on yourself, and therefore ensure that the about us page mentions your name and your credentials. For larger companies, it’s a good idea to mention the founders and innovators within the business as well as listing the current teams in place. More often than not, the page tends to maintain a corporate tone that isn’t necessary, especially if the rest of the website is written in a different voice. Think about it: If your about us page is dull, it’s because you wrote it that way. Make it sound not only relevant to your activities but also revealing about the force that animates your business.
Your customers need a dictionary to read your content
We get it: Jargon is unavoidable in your industry sector. However, while it’s okay to rely on jargon when you’re talking to experts, you need to think about how you engage with your customers. Typically, while your customers might be aware of some of the industry jargon – they might have stumbled upon it through their search –, it doesn’t mean they actually understand it. Using jargon within the appropriate context and once you’re confident that your audience knows what you’re talking about is the best thing you can do. But refrain from jargonizing your entire content to make yourself sound more knowledgeable. You’ll only succeed in keeping potential clients away.
They’re distracted by your stock pictures
Do you know that picture of a team sitting together in an open-space office? You’ve seen it on dozens of other websites before, and you definitely want it on your site too. It looks professional – or so you think – and you’re fairly sure that it is a typical business image. If by typical you mean cliché, you’re probably right. Stock images are far from being unique, so they’ve been used countless times on many other websites. As a result, your visitors would have already come across the same photo elsewhere. Additionally, when an image is popular, it’s not uncommon to find the same scene portrayed with different people as photographers are trying to maximize their income by recreating favorites. Therefore, it’s never a good idea to use stock images, as they don’t convey your message across. They only distract from your content.
It can be challenging to establish a relationship with modern customers. Indeed, the multi-channel environment makes it tricky to monitor to manage. However, if you can’t put yourself in your customers’ shoes, you are likely to miss issues and send conflicting messages. From the design of a coherent digital presence to the creation of a unique brand identity, you need to make sure your customers are receiving the right message.