Your business depends on its marketing strategy to attract and retain customers and increase business growth. When a marketing strategy is underperforming, every aspect of your business operation suffers. Unfortunately, many marketing teams seem to be repeating the same mistakes over and over, thus failing to create the necessary lead generation to thrive as a company. Here are some key mistakes that could kill your lead generation and have your business struggling to break even.
1. Posting offensive advertisements: This may seem obvious, but even the largest of corporations have been under scrutiny for offensive or inappropriate advertisements. McDonald’s came under fire after using an advertisement to compare Major Depressive Disorder to a Big Mac. The ad featured a picture of a crying woman that closely mimicked the images seen on suicide and depression awareness advertisements. The caption read, “You’re not alone. Millions of people love the Big Mac.” While it may have seemed lighthearted and humorous to the marketing team, it left a bad taste in the mouth of many and cast a negative light on the company as a whole.
2. Not measuring success: With all of the daily tasks your team is juggling, it’s easy to get trapped in the same marketing routine. However, if you are not regularly measuring the success of your campaign, you’ll fail to progress the campaign over the years, resulting in stagnating leads and inhibited business growth.
3. Responding inappropriately to negative feedback or trolling: Trolls are an obnoxious yet pervasive force on the Internet, and they can bring about the worst in just about everyone. Yet, no matter how annoying negative feedback may be, you need to respond patiently and respectfully. Remember that everything you post and every comment you respond to is representing the image of your company, so you need to remain civil and professional while addressing every concern.
4. Focusing too much on promotion: If your entire marketing campaign revolves around promoting your products and services, you’ll lose the interest of consumers quickly. Businesses have now delved far beyond traditional marketing tactics to provide added value to customers. In addition to promoting products, use your marketing strategy as an opportunity to educate your customers, provide webinars and Q&As, promote digital and in-store events, and offer giveaways and contests. It’s a common adage that about 20 percent of your customers are creating about 80 percent of your sales, so marketing should focus heavily on providing value to existing customers, so you can increase engagement and retention.
How to Improve Lead Generation and Enjoy Marketing Success
While it’s important to avoid some of the top marketing errors, there is still much more that goes into cultivating a successful advertising campaign. Marketing automation tools can help you improve your marketing strategy, while reducing manual errors in your campaign. It allows you to store and manage customer data easily, so you can segment customer data to create personalized and localized advertisements. It also provides a variety of analysis tools, which will make it easier to track and manage the success of each advertisement, so you can continue to improve upon your campaign over time.
ReachForce SmartForms helps marketers increase revenue contribution by solving some of their toughest data collection and management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like landing pages better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce SmartForms can help you improve your lead generation efforts at your own pace.