By Ester Ribas , February 23
We tend to think that simply being present on social networks, sending out an occasional email or writing sporadically on the company blog is enough to attract customers and get them to buy from us. And this is one of the main mistakes that companies make and that causes them to fail in their marketing strategies.
But not only that, there are some more reasons.
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Reasons why companies fail with their marketing strategy
Not having set goals
It may seem obvious, but saying that your main objective is to sell more or have greater visibility is not enough. To do this, you need to be a little more specific. Some good objectives would be:
Increase sales by 50% in the next three months.
Get 3 new leads per month.
Increase your social media followers by 10% monthly.
Among many others.
Setting specific goals will certainly help you create a strategy that serves as a roadmap, allowing you to focus your efforts on your strategy without straying too far from your goals. You've probably heard that if you try too hard, you'll do little, and the same thing happens with marketing.
Not knowing who you are addressing
Answer the following question: Do you know who your ideal client is? Architects, teachers, manufacturers, parents, engineers… If you don’t know what your market niche is, you’re in trouble . Wanting to cover all the sectors that exist is a very common mistake. It is believed that simply by being present in all sectors, there are more sales opportunities, but that is not the case.
Focusing on a specific Buyer Persona is what will help you stand out and set specific and realistic goals . Not all sectors speak the same, not all have the same needs or the same pain points. That is why your strategy will have to be focused on this person to be successful. If you don't, you will not be able to connect with them or position yourself as an expert in the sector.
Being present on all existing social networks is not a good idea
Social media is ideal for gaining brand visibility and interaction, but it requires time, dedication and effort . A day without posting can mean the loss of followers, visibility and interaction.
Another factor to take into account is that each of them is different, or has a specific purpose. For example:
Instagram is a very visual network, ideal for posting images. It works very well for visually appealing products.
Twitter is a network for expressing opinions, debates and current events.
LinkedIn is the ideal professional network for sales and networking.
And so each one of them.
For your social media strategy to work, it is important to be present only on those that will provide value and interaction. Here it is also important to take into outlook email lists/ account who your Buyer Persona is, this way, you will know which social networks they usually use and which ones you should be present on.
Not working on SEO on your blog
Having a blog but not taking care of the keywords (SEO) , not having downloadable resources or working on LinkBuilding (having links in the middle of the article that direct to internal or external pages) will certainly not help you at all . You will have only wasted your time writing an article that will not bring you traffic, visits or positioning.
For a blog to work, it is essential to take care of all the details and, above all, work on positioning to be present on the first pages of search engines and build brand reputation.
Forget about your database
Why collect user data if you're not going to do anything with it? User data provides valuable information that you should consider in your strategy.
For example, if they download content such as an e-book, test or infographic, you know that they are interested in that content. To do this, you should then perform another action, so that they continue to learn about the brand and increase the sales opportunity.
This is what is known as a Sales Funnel . Guiding the potential consumer through the different phases of the funnel, so that they end up becoming a final customer.
Nowadays, due to the high competition, it is very difficult for a customer to make a purchase decision on their own, without having done anything, even if they know the brand. Rather, the actions you carry out will be what determine the success of the purchase.
Not reminding your users that you exist with an email marketing strategy
Email marketing is ideal for sending promotions and commercial content to your database. It's a way to periodically remind them that you exist.One recommendation: it's not necessary to do it every week because otherwise we'll tire them out and they'll unsubscribe. The ideal is a monthly or bi-monthly campaign.
Not analyzing your actions taken
One of the most important parts of marketing is analyzing what has happened with your strategies and whether you have achieved the objectives you set. What good is having these objectives if you don't check whether you have achieved them?
Analyzing and reporting metrics on the results obtained is essential to measure the success or failure of your strategies, as well as helping you establish new marketing actions.
For marketing specialists, all of these actions mentioned above are obvious, but for those companies that do not have a marketing specialist, they are the main reason for failure , as a result of not having the knowledge or the appropriate tools to carry out a specific marketing strategy for them and their products or services.
At Ipanema Comunicación we know that each company is unique, with certain interests and needs, which is why each action has to be specific and focused exclusively on it. Only in this way will you be able to increase your positioning and sales.
Having marketing specialists helps you focus your resources where you need them most, saving time, costs and being more efficient and productive.
Do you think you need help? Contact us, we will be happy to listen to your case and advise you.
