Last week, we discussed some of the major symptoms of bad marketing. You might have realized that your company is suffering because of bad marketing, and you might be wondering what you can do to avoid more bad marketing.
Later on this month, we’ll get into some specific tactics to help you overcome your past marketing mistakes, but today, I want to focus on changing the way you think. Because that’s where it all starts. Until you get in the right mindset, you will keep making the same mistakes time and time again.
You need to understand the following 4 truths about marketing.
- Quality always trumps quantity—Too many companies get caught up in numbers—the number of likes they have on Facebook, the number of email subscribers they have, the number of people who visit their website, and so on. Numbers don’t tell the full story. Who cares if you have 20,000 email subscribers if nobody opens your emails or responds to the calls to action within? It’s pointless. Rather than focusing on how big the audience is that you’re reaching take a look at the quality of the people you’re reaching. Are they really in your target audience? Are they prone to taking action and being loyal to your brand? If not, you’re wasting your time.
- Just because everyone else is doing it doesn’t mean they’re right—I can’t tell you how tired I am of copycat marketing. Company A sees that Company B is running a Facebook contest, so they launch their own contest. Company B sees that Company A bought advertising in a magazine, so they take out an even bigger ad. Meanwhile, nobody questions why they’re doing what they’re doing, and at the end of the day, they’re really just flushing money down the toilet.
- Marketing takes time to produce results—Patience is a virtue. You can have the most brilliant marketing strategy ever, but it’s still likely going to take several months to start to produce results. Unfortunately, we live in a day where companies lack patience and want results now. So, often times, campaigns get cut short, they build no momentum, and the company never sees the results they hoped for because they never give anything a true chance to work.
- Marketing extends to every aspect of your company—Most people think marketing is just about the look of their website, their social networking profiles, their logo, their advertisements, etc. They forget that the way someone answers the phone when a customer calls is also marketing. They forget that the timeliness of delivery of customer orders is also marketing. They forget that their returns policy is also part of their marketing. It’s all marketing!
What are some other marketing truths?
About The Author
Brian Waraksa, founder of Raxa Design in Houston, Texas has been in marketing and small business branding since 2002. He writes the Raxa Design blog on issues affecting small business marketing and corporate brands.
Posted on Thu, June 16, 2011
by Brian Waraksa filed under