Still trying to run your marketing in-house with mediocre results? Let’s look at how to get your marketing performing in 10 simple steps

In today’s digital age, effective marketing is essential for the success and growth of any business. However, many business owners unknowingly make critical mistakes that can hinder their marketing efforts and impede business growth. In this blog post, we will discuss ten of the biggest mistakes made by business owners in marketing and provide actionable tips on how to avoid them. By steering clear of these pitfalls, you can unlock the true potential of your marketing strategies and propel your business to new heights. So let’s get started…

Mistake #1 Employing your teenage nephew to do your website

One of the most common mistakes made by business owners is entrusting the development and management of their website to an inexperienced individual, such as a teenage nephew or a family friend with limited knowledge in web design and development. While it may seem like a cost-effective solution initially, this decision can have detrimental consequences for your online presence.

Websites serve as the virtual face of your business and your primary digital asset, representing your brand to potential customers worldwide. A poorly designed website with subpar functionality can create a negative first impression, driving visitors away and hindering your conversion rates. Moreover, amateurish design and lack of search engine optimisation (SEO) can result in poor visibility on search engine result pages, making it harder for potential customers to find you.

To avoid this mistake, invest in a professional web design and development agency or an experienced freelancer. They will have the expertise to create a visually appealing, user-friendly website that aligns with your brand image and incorporates essential SEO elements for improved search engine rankings.

Remember to consider conversion rate optimisation and check out our last blog post on Why Your Website Isn’t Converting Traffic Into Sales Enquires.

Mistake #2 Appointing your Office Manager or Administrator to run your marketing campaigns

While it may be tempting to assign one of your experienced team to administrate the execution of your marketing, the additional responsibility of handling your marketing campaigns can often lead to suboptimal results. Effective marketing requires a specialised skill set, including a deep understanding of consumer behaviour, market trends, digital advertising platforms, and content creation. In fact, each one of the 7 marketing specialisms within digital, requires a different type of individual, from graphic designers through to technical developers.

Your Office Manager or Administrator might excel in their current role, but they may not possess the necessary marketing expertise to craft compelling campaigns that resonate with your target audience. A lack of knowledge in areas such as social media marketing, email marketing, or paid advertising can limit the effectiveness of your campaigns and hamper your overall marketing strategy. An omni-channel marketing campaign must be executed flawlessly across your digital channels. Errors or sub-standard approaches in one of the seven channels can hamper the results of the overall campaign.

To avoid this mistake, consider hiring an outsourced marketing team. These experts bring a wealth of knowledge and experience to the table, enabling them to devise data-driven strategies tailored to your business goals. By entrusting your marketing efforts to specialists, you can maximise your return on investment and drive substantial business growth.

Mistake #3 Neglecting market research and not understanding your target audience

Failure to conduct thorough market research and understand your target audience can significantly impact the effectiveness of your marketing campaigns. Without a deep understanding of your customers’ needs, preferences, and pain points, your messaging may fall flat, leading to poor engagement and conversion rates. Invest time and resources into comprehensive market research, including surveys, focus groups, and competitor analysis, to gain valuable insights that will inform your marketing strategies.

By neglecting market research and failing to understand your target audience, you’re essentially shooting in the dark with your marketing campaigns. Investing time and resources into comprehensive market research is the key to unlocking your audience’s desires and motivations. Through competitor analysis and keyword research, you’ll gain invaluable insights that will fuel your marketing strategies. By understanding your customers’ needs, preferences, and pain points, you can create targeted and personalised messaging that resonates with them on a deeper level. Client personas behave differently and require unique nurturing strategies across social, marketing automation and content. Don’t underestimate the power of market research—it’s the compass that will guide your marketing efforts towards success and ensure that every campaign hits the bullseye.

Mistake #4 Overlooking the power of SEO and organic traffic

Many business owners make the mistake of underestimating the importance of search engine optimisation (SEO) and relying solely on paid advertising. While paid ads can generate immediate results, neglecting SEO means missing out on the long-term benefits of organic traffic. Implementing an effective SEO strategy, including keyword optimization, quality content creation, and link building, can boost your website’s visibility, increase organic traffic, and drive sustainable growth.

SEO is of paramount importance in today’s digital landscape for several compelling reasons. Firstly, SEO enhances your website’s visibility on search engine result pages (SERPs), ensuring that your business is discoverable by potential customers. With the majority of online experiences starting with a search engine, appearing at the top of search results can significantly increase your organic traffic, brand exposure, and overall online presence. Voice search is growing in popularity. Check out our recent blog on Voice Search in 2023: The Game-Changer Your Business Can’t Ignore.

Secondly, SEO drives targeted and qualified traffic to your website. By optimising your website and content for specific keywords and phrases relevant to your business, you attract visitors who are actively searching for products or services similar to what you offer. This targeted traffic increases the likelihood of attracting qualified leads—people who are genuinely interested in your offerings and have a higher potential to convert into customers. By aligning your website with user intent, SEO helps connect your business with the right audience at the right time, maximizing your chances of generating meaningful conversions.

Google is constantly updating its algorithms. With the future of AI and voice search, its absolutely essential to engage with an SEO agency to support you with your online visibility.

Mistake #5 Failing to track and analyse marketing metrics

Without proper tracking and analysis of marketing metrics, you are operating in the dark, unaware of the effectiveness of your campaigns. Neglecting metrics such as website traffic, conversion rates, customer acquisition costs, and return on investment can lead to wasted resources and missed opportunities. Utilise tools like Google Analytics and CRM systems to monitor and analyse key performance indicators (KPIs), enabling data-driven decision-making and continuous improvement of your marketing efforts.

Building a customer-centric marketing strategy which is data-driven requires understanding of trends and what the figures actually mean. Many business owners rely on their gut feeling about what their marketing is achieving, however this isn’t sufficient to deliver meaningful results. Check out How to build a Customer-Centric Marketing Strategy for Long-Term Success.

Mistake #6 Having an inconsistent brand identity and messaging

Inconsistency in your brand identity and messaging can confuse your target audience and dilute your marketing impact. Ensure that your branding elements, including logos, colours, typography, and tone of voice, are cohesive across all marketing channels. Develop a clear and compelling brand message that resonates with your target audience and consistently communicates your unique value proposition. A strong and consistent brand identity will build trust, foster recognition, and differentiate you from competitors.

Many business owners overlook marketing collateral and accept mediocre digital content. Some websites we analyse, literally make our eyes bleed. Imagine what your prospects think when they see your website and content assets. Take time to review your branding and get support from a branding and design agency for help and advice.

Mistake #7 Neglecting the power of content marketing

Content marketing is a powerful tool for engaging with your target audience, establishing thought leadership, and driving organic traffic. Unfortunately, many business owners overlook the potential of content marketing or produce low-quality content that fails to resonate with their audience. Invest in creating valuable, informative, and engaging content such as blog posts, articles, videos, and infographics that address your audience’s pain points and provide solutions. Consistent, high-quality content will position you as an authority in your industry and attract a loyal following.

Take a look at Why content marketing and social media must work together to drive traffic to your website to learn more insights about how to get your content performing across social media.

Mistake #8 Ignoring the importance of social media marketing

Social media platforms offer an incredible opportunity to connect with your target audience, build brand awareness, and foster customer engagement. However, some business owners make the mistake of either ignoring social media altogether or not utilizing it effectively. Identify the social media channels that align with your target audience and develop a strategic presence on those platforms. Engage with your audience, share valuable content, run targeted ads, and leverage social media analytics to optimize your social media marketing efforts.

Many business owners think that posting once or twice a week will be enough. However recent trends indicate that businesses that succeed on social media have to post far more frequently. Here’s a great article from our Learning Centre on why you need to post everyday on social media and how you can get your content marketing and social media working together.

We’ve also put together a free social media calendar to help you with all the national awareness days so that you can align your content around key times of the year.

Mistake #9 Underestimating the value of email marketing and marketing automation

Email marketing remains a highly effective and cost-efficient marketing strategy, yet many business owners overlook its potential. Sometimes the fear of spamming customers or even legal questions regarding the GDPR prevent business owners from leveraging the power of this vital channel. Building an email list of interested prospects and existing customers allows you to nurture relationships, deliver personalised content, and drive conversions. Create compelling opt-in opportunities on your website, segment your email list, and craft engaging and relevant email campaigns that provide value to your subscribers. By leveraging the power of email marketing, you can establish long-term relationships with your audience and drive repeat business.

Marketing automation is far more than just sending an email out with MailChimp. A properly executed campaign, will have up to 12 different touchpoints which a prospect can trigger based on their activity on both the website and within the email.

Learn more about our Lead Tracking Software and watch the videos on how to use this with marketing automation strategies to get your email marketing campaigns working effectively. If you’re a B2B company then check out our B2B Email Marketing Automation Strategies for Sales Leads.

Mistake #10 Failing to adapt and embrace new marketing trends and technologies

The marketing landscape is constantly evolving, and failing to adapt to new trends and technologies can be detrimental to your business growth. Many business owners stick to traditional marketing methods without exploring emerging opportunities. Stay informed about the latest marketing trends, such as influencer marketing, voice search optimisation, video marketing, and artificial intelligence tools. Embrace new technologies and platforms that can enhance your marketing efforts and give you a competitive edge. By staying ahead of the curve, you can seize new opportunities and stay relevant in the ever-changing marketing landscape.

The speed of change within digital media is accelerating. Some influencers are likening it to the “industrial Revolution” calling it the “AI era”. If you don’t adapt your business to integrate and embrace these changes now then you could be missing out.

Our Learning Centre is one of the most comprehensive digital marketing libraries online and has over 256 articles (well 257 now!) with 53 training videos and white papers. Learning will help propel your business forward.

How to get your marketing performing again…

Ready to unlock your marketing potential and achieve real results for your business? Don’t let these common marketing mistakes hold you back any longer. Take the leap towards success by outsourcing your marketing efforts to Iconic Digital, your trusted partner in driving business growth.

We’ll give you the roadmap to ROI and support you with a comprehensive audit and competitor analysis. With a team of experienced marketing professionals, cutting-edge strategies, and a proven track record, Iconic Digital is committed to delivering tangible results that exceed your expectations. By partnering with us, you’ll gain access to a comprehensive range of services tailored to your business needs, including web development, SEO, content marketing, social media management, email marketing, and more.

Don’t settle for mediocre marketing efforts that yield minimal returns. Let Iconic Digital’s expertise and industry insights propel your business to new heights. Contact me today to schedule a consultation and discover how our customised marketing solutions can revolutionise your business growth. I can’t wait to speak to you!

Don’t miss out on this opportunity to transform your marketing and unlock your business’s true potential. Take action now and experience the real marketing results you’ve been dreaming of with Iconic Digital. Your success starts here!