Unfortunately, we must conclude that young entrepreneurs often have too little time and financial resources to set up a real marketing plan. To overcome these shortcomings, here are five mistakes we often encounter in company marketing strategy that you can learn relevant lessons to reach your customers without too much detour.
Strategic Communication for Small Businesses
The evolution of communication – especially the Internet – has created various tools that help small businesses with often limited budgets to increase their visibility. Social media, for example, is a suitable means of communication for those with limited financial resources.
However, being aligned with communication technologies should not be an end, and it should certainly not detract from the goal of your business, which is to sell what you offer as a product or service. Therefore, you must continue focusing on your offer and judge whether it is tuned to your chosen communication medium. For example, if you open a retirement home, there are better ways to promote it than LinkedIn.
To make a good strategy, you must ask yourself the right questions: what does your offer look like? Who is it for? What resources do I have? What are my sales objectives? On the site of 1819, you will find concrete prospecting methods, such as e-mail, telephone conversations, informal networks, posters, radio or television campaigns, etc. If you find an answer to these three questions, you will know which communication medium is most relevant to your project soon enough.
The Profitable Path
It is often more exciting to win new customers than to ensure the satisfaction of existing customers. However, increasing sales is more accessible and cheaper thanks to your acquired customers.
Experts argue that customer retention of 5% of our customers can increase the average profit per customer by 25 to 100%.
Building a Dialogue with Customers and Avoiding Common Mistakes
Remember that your marketing campaigns aim to get consumers to buy. It is often helpful to start a dialogue with your customers to adapt your offer to their needs and know what appeals to them, what they attach importance to in their daily lives, and what resonates with them. A mistake that we often see arises when the message is redirected, sometimes even without considering the recipient.
For example, some companies tend to communicate their objectives. We all strive to provide the best solution to our customers and work as optimally as possible. Goals are indeed necessary to calculate your progress. Another fatal mistake is communicating about the competition. Responding to potential attacks from a competitor or trying to outperform him in spreading a message wastes time. Worse, it can discredit you—better focus on differentiating yourself from your competitors.
Smart Marketing
Perhaps not all your marketing actions yield satisfactory results, and then you are often tempted to go in a different direction.
Why not test your communication campaigns with a limited audience beforehand to avoid this shortcoming? Again, focus on a direct dialogue with your customers. Today, the most knowledgeable companies’ marketing strategies are based on their customers’ feedback rather than the features of their products. Think about how you can respond to that.
Note, by the way, that current communication speed makes it difficult to spread a coherent message. Be patient, take a global view, and take a long-term picture of your marketing strategy rather than rushing it.
Strategic Advertising
You could launch an advertising campaign in the right place at the right time and significantly expand your customer base. It is difficult for consumers constantly inundated with information to make an immediate decision.
Be realistic! Your contact will likely be an opportunity to make the consumer think about your product or service. Creating as many contact points as possible through a maximum number of communication channels is essential. The idea is to maximize your access to potential customers so that you’re visible when they’re ready to decide.
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