We all know strong marketing when we see it—a snappy tag line, the creative rethinking of brand attributes, an irresistible call to action. As marketers, that’s the impact we strive for.
But what happens when our message falls short? Here are the top three marketing mistakes companies make—and how you can avoid them.
1. Too Many Key Messages
Your audience has a short attention span. In fact, it takes a person about seven repeated engagements with a campaign before they are ready to take action.
Make your message easy to remember by keeping your key messages down to three. Not only is there “sticking” power in triplets, but anything more than that muddles your message, making it easier to forget. Three is the magic number, anything more is a grocery list.
2. Misalignment Between the Marketing and the Product
Marketing sets the audience expectation, but it’s the user experience that delivers on that promise.
The best marketing in the world can’t compensate for a shoddy product, poor customer service, or an unsatisfying interaction with your company. If your marketing is bringing people in the door, but overall client satisfaction is down, it’s best to take a look within and focus on improving your ground game before launching a flashy (and potentially misleading) campaign.
3. Ignoring Your Audience
Ever notice how LinkedIn goes quiet on a Friday afternoon? That no one opened the newsletter you sent out on Sunday morning? There’s a reason for that.
Experts can tell you all about how the algorithm works, or how to use the right key words, or how hashtagging will solve your problems. Don’t get me wrong, these tricks are valuable, but increasing your engagement can really be as simple as knowing your audience.
Being aware of your audience—who they are, what they do, and when they do it—can help you identify the right channels and the appropriate timing to make your message more effective. If you want to ensure that your message connects, take a moment to walk in your client’s shoes—then act accordingly.
Take the time to get to know your audience and tailor your marketing efforts accordingly. By avoiding these three common mistakes, you can greatly improve the efficacy of your marketing and connect more authentically with your audience.