In the complex, always-something-new world of marketing, it’s tough to know what to do and when, to get the most bang for your buck. In the pursuit of increasing your brand reach and connecting with current and future clients, the challenge to discover what works is never-ending. Especially in light of this pearl of wisdom from Aimee Tarqi, “It’s hard to make a good impression on a customer but really easy to make a bad impression.”
Since it’s always less painful to learn from the mistakes of others, review these marketing missteps to avoid.
1. Failing to focus on the buyers’ needs
While the instinct to rave about the product or service seems logical—its cool factor, superior quality, level of new-tech—that approach fails to connect with the purchaser.
“Customers don’t buy anything just because it’s a good product. They make purchases that fulfill a need, whether that need is emotional or practical,” notes LookinLA. “Most likely, your company has already done the research and product testing necessary to determine that your product or service fills a gap for buyers. That’s great. It means you have a solid product. Now your job is to make sure your marketing helps customers recognize your brand as the solution to their problem.”
2. Marketing without a USP
According to marketing professional Laura Lake, “Your USP is your unique selling proposition: the single statement that sets you apart from the competition. Customers have a lot of marketing messages clamoring for their attention. If you don’t present them with a USP, your business is likely to get lost in the noise.”
What is truly unique about your service or product? The problem it solves? The level of value pricing? Do you address a population segment or lifestyle that no one else does? Are your processes or materials innovative?
3. Creating promotional-only social media
Yes, of course, social media marketing is effective. Seventy-seven percent of consumers are more likely to buy from the companies they follow on social media. But customers will abandon overly promotional brands. When advertising your brand via social platforms, sales should not be the top concern and certainly not the primary focus.
Engaging the follower, connecting with present and potential customers, keeping your brand top of mind—those should be the goals of your social media interactions. Providing content that’s informative and fun, relevant, and memorable is the approach that will net a win from social avenues. Strive for an 80%-20% formula for engaging content versus sales promotions.
With our finger on the pulse of the staffing industry, ASJ Partners is poised to direct your firm’s marketing strategies as you move forward in 2020. Contact our team of staffing experts to discover what a customized, comprehensive ASJ marketing plan can do for you.
