Marketing mistakes and how to avoid them!

These Marketing mistakes are all too easy to make, so watch out for them:

Run without a plan – having no marketing plan means you could be wasting your resources on activities that simply don’t deliver. You could be sending the wrong message to the wrong audience. You could be falling for sales pitches and buying adhoc activities like advertsing that might be completely wasteful.

Spending too much on tactical – don’t throw the kitchen sink at your tactical execution, its easy to get carried away with that latest brochure or website but it might not be the thing that brings you most business. Ask hard questions about what a component of your plan is going to deliver and then budget accordingly.

Being inconsistent – even a fabulous bit of communication is wasted if the recipient then has a year to forget you exist. Better to do simple things regularly than fail to deliver consistently.

Dabbling – usually hand in hand with having no clear plan this is when a company does a “bit of this” and a “bit of that” achieving not very much at the end of it all. This can also generate a lot of frustration and confusion with other stakeholders who start to see Marketing as trivial or unnecessary because results are limited and activities cause constant upheaval.

Ignoring existing customers – repeat business forms the backbone of your annual sales in most businesses so repeat business needs to take a large share of your marketing budget, its not just about developing new business.

Doing it all in house – when there is no full time marketing resource this solution usually results in lots of random ideas and initiatives being sidelined while the person who was going to do it carries on with their main job. It’s a better idea to get external support for the planning and strategic work and then pick and choose which tactics can be delivered internally.

Buying advertising from salepeople – chances are you are throwing your money away. Sales people are specifically trained to counter your arguments and make their media sound like the Holy Grail for your business. They are also specifically trained in how to wriggle out of any responsibility when it doesn’t work, although you won’t get your money back. If you have a plan you can add any new ideas, products or the like at an evaluation point, if it’s not in the tactical plan you shouldn’t do it.

Overcomplicating – keep communication simple and it’s usually more effective as more people can understand it quickly.

Confusing Marketing with Sales – a ton of Marketing isn’t going to replace a sales strategy, it should support it, tell you what to say and what to sell but it won’t replace it.

To be continued….

If you think you might be making some Marketing mistakes and would like an outside opinion please contact Spiritas Marketing Agency.


After working within the hospitality sector in various management roles, Laurence completed his degree in Business Marketing and Management at the University of Kent. Laurence has gone on to develop a successful career in Marketing. Google+

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