Are you guilty of these typical marketing faux pas? Despite the fact that most of us consider ourselves to be fairly savvy when it comes to marketing, we still fall victim to the following deadly marketing sins:
- We know who our customers are. — But do you really? Can you describe your typical customer? Do you have any demographics? Have you even analyzed your customer database lately much less your lead database? If you can’t describe your customers in detail, then you don’t really know who your customers are. And, if you are just lumping them all into one category, you really don’t know who your customers are. With Salesforce.com and a multitude of other lead generation and lead handling data bases there is really no excuse these days for companies not to thoroughly know their customers. Start out by looking at their job title. Who are the influencers and who are the decision makers in any given company? By really knowing your customers, you can offer them them the right products. And by knowing how each company works, you’ll know if you need to approach the influencers first or go directly to the decision makers.
- Our customers don’t know what they want. We have to tell them. — Really? Do you think this is true? Well, they might not know they want their package gift wrapped with a blue ribbon and bow but they certainly will articulate to you that they want a product with soft and warm colors, for example. Have you really listened to your customers as to their wants and needs? Do you listen to their criticisms or do you just put the vocal customers into the “nuisance” category. You should listen to the vocal customers. They may be representing the 99 others who just silently stop purchasing your products. When was the last time you had your customers participate in a focus group? Maybe never for many of you. Customer satisfaction surveys are also a good way to find out what you’re doing right and what you are doing wrong and which product features you should be developing. Many companies take the challenge to participate in customer satisfaction surveys and then the data is just sitting in a corner collecting dust. Now may be the time to find out how you can make your customers happy.
- Our customers know who we are. We don’t have to do any advertising or marketing. — I’ve heard that one a hundred times. But your customers may also know your competition and start buying from them. If your customers or potential customers don’t know who you are, then you will have a company that is dying on the vine. To have a successful company, you must always be promoting your company to a larger audience. Sure, “word-of-mouth” marketing is good and that’s what social media is all about. But, if you’re not being talked about no one will know you exist. And eventually your referral network of key customers will go by the wayside if you don’t keep fueling the fire with new customers.
- We’ve always done it that way so there’s no reason to change. — Change is inevitable these days. Is your company still making buggy whips or have you embraced new technology? Not just in how you make your products but also in how you market your products. I hear so many companies say that they are afraid to get their feet wet in the social media arena. I heard that years ago about public relations. There is always a fear of having to handle negative publicity. As with PR, the best way to handle social media is to address the issues factually and to handle the problem with the customer directly. You can turn from being the villain to being a hero really quickly if you resolve a customer issue promptly. And social media allows you to hear about the problem in the most expedient manner.
- Our sales people don’t need any leads. They just need to follow up on the ones we’ve given them. — Alas, that is a problem. You’ve generated all of these leads and the sales people continue to call on the customers they already know about. Or they complain that you’re providing the same leads over and over again. Well, I say there needs to be an attitude change. Of course, you want a customer to keep coming back. Mr. Customer responds to an advertisement, then you see him at a trade show and you swipe his card, then he clicks on an online ad, and signs up on a landing page on your website for more information, etc., etc., etc. So, of course, that sales person will receive the same name several times from several different sources. So, doesn’t that mean Mr. Customer is interested in your products? Why don’t you use all of these chances to engage with the customer and provide him a white paper, a free trial of your product, or find out if he has a particular problem that needs to be addressed. This provides a great opportunity for your sales rep to continue the conversation with the customer.
- We don’t need a marketing strategy. What we’re doing seems to be working just fine. — Well, if it ain’t broke don’t fix it. But me thinks you can always do it better. And you may be doing fine right now but when the economy shifts, will you still be doing fine? Do you have a clear message that you are articulating to your customers? And I don’t mean just providing them a list of your products or features. I mean really telling your customers what’s so good about your company and your products. Why are you better than the competition. What do you provide that other companies don’t? Do you offer a guarantee? Do your products do something better, faster, more cost effectively than your competition? Why should your customers buy from you? So, think about not just a strategy, insofar as which market you should be selling into, but also think about your marketing message.
- We’re the leader in our industry and we’re innovative. — We haven’t had a new product in five years but we’re innovative. Does that sound like an innovator? If Apple had taken that approach, they would still be selling the original computer they built back in 1976 and wouldn’t be the powerhouse in consumer electronics that they are today. So, who is the visionary in your company? Do they have a clear understanding of your market and can they see which direction your company needs to head in the future? Have you analyzed how the changing technology will affect your company? I’m sure the post office had no idea that when email, on-line banking, and UPS and FedEx started, that the number of letters, bills, and packages would be reduced so drastically. Does your market have an emerging technology that will make your products obsolete? If so, how will you modify your products to continue your leadership and innovation in the industry?
So, take a look at the marketing sins you are committing today and take one small step towards salvation.
