The biggest marketing mistake and how to avoid it

By Renata Mathewson, Maple Marketing

You’ve updated your website content. You’ve set up a business Facebook page. The new brochures are printed and ready for use. You’re off to a great start. So where does it all go wrong?

What often happens is that the day-to-day operations get in the way. You and your staff get busy. You may even be so busy that you don’t actually want any new clients at the moment. Before you know it the last Facebook post is over a month old. The website lists “recent events” from last year. And the brochures are gathering dust.

What happens, unfortunately, is that many business owners commit the biggest marketing mistake – they fail to plan their marketing.

Marketing is a bit like exercise. You know you should be doing it. Other people seem to have success with it. Scientific evidence supports it. You just have to figure out a way to fit it in to your schedule.

You just have to plan your marketing.

Don’t overcomplicate your marketing planning. Start by writing down all of the ideas you come across. Ideas may include social media, networking, advertorials, website updates, online directories, magazine advertising, newsletters, cold calling, email marketing, blogging, events, etc.

A funny thing happens once you write ideas down – they become projects. Projects! They take on a different sense of importance. All of a sudden you give them more time, more energy, more organisation, and therefore, more chance of success.

To oversimplify it, a marketing plan is an elaborate to-do list.

Again like exercise, for maximum benefit, you must take action regularly. Consistency is more important than intensity. And you must target the right areas.

So the next time you find yourself saying, “we’ve tried it before – it doesn’t work” stop and think about your planning. Write those ideas down and put some dates in the diary. Before you know it you’ll have the start of a marketing plan.

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