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DQ News: Don’t Market Your Company to Lose Business

Marketing departments play a major role in trying to sell company products and services to current customers and potential customers, showing how the company can better their lives.

But what happens when the marketing message goes off kilter and is not properly received?

Countless companies have had to deal with the problem over time of a marketing message not hitting its intended target. When that does happen, it is important for the marketing team to roll up their sleeves and get the message back on track.

For some companies, the fix can be something relatively easy, while other companies will struggle with getting the message across. The first thing to review is why the message was off to begin with.

Four Marketing Mistakes

Among the mistakes that can throw off your marketing message are:

• Not properly researching the target – One of the biggest gaffes a marketing department can make is not properly researching and testing the message in the first place. It is imperative that the marketing team test out the various offers they present to customers and include their input;

• Forgetting your current base – Your current list of customers make up the bulk of your marketing base, so be sure not to forget them. Estimates are it costs some five times the expense to sell to a new client than a current client. Don’t forget who got you to where you are in the first place;

• Not being focused – If you are not sure what your customers want and require, you’re already behind the eight ball. Be sure before you spend the money and manpower on a campaign to know what your current and potential customers want;

• Not having a solid offer- In the event your marketing plan’s offer is lacking substance or lacking altogether, fix this issue. One important aspect here is having a headline that will grab the attention of the recipient. If your headline is lacking, why would the customer go on to read what you have to say in the first place?

Those are just a few of the reasons your marketing campaign can blow up in your face.

Stay on Message to Enhance Prospects

The bottom line is that too many marketing campaigns aim to impress and please the wrong people, i.e. CEOs, supervisors and other heads of the company, while leaving little for the actual intended party, the customer. Remember from the start that the customer is your intended focus, not your bosses.

The marketing department budget also plays a key role in increasing or decreasing the odds of a successful campaign.

Even though the economy is having a hard time getting consistent traction, this is not the point and time to slash the marketing department purse strings.

Marketing campaigns must be targeted with the idea in mind that you’re not doing it on a shoestring budget.

Prior to allocating funds for your marketing campaigns, formulate a customer-based plan to determine where your money will be most wisely spent and where you are best positioned to get the most bangs for your buck.

With the right marketing plan in place, your company can get its message out and see a positive return on investment.

About the Author: Dave Thomas is an expert writer on items like payroll servicesand is based in San Diego, California. He writes extensively for an online resource that provides expert advice on purchasing and outsourcing decisions for small business owners and entrepreneurs at Resource Nation.

Photo Credit: Abigail Silvester

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