Common Marketing Mistakes Made By Businesses

Businesses of all sizes from all industries can make marketing errors. For the larger business that has already been a success, often the existing power of their brand is enough to prevent any of these errors from becoming a terminal problem within their operation. In contrast, marketing mistakes can often serve as the beginning of the end for smaller businesses, often due to the funds spent on initial marketing campaigns or the inability to generate sufficient sales on the back of these.

We looked at the most common marketing problems that businesses of all sizes make with alarming regularity.

Who is the Customer?

By far the biggest error most commonly made is a failure to recognize who will actually use the product. To cut marketing professionals some slack, part of the blame here can be laid at the door of designers, who are also guilty of creating ‘innovative’ products without thinking who might pay for it. Businesses can often lose themselves in their own product, and blindly believe that it is so good that anyone would buy it. Rarely is a product suitable for everyone, and having a target customer should be a requisite before anything is even thought up.

Ignoring the Customer

Okay, so some businesses do know who their ideal customers are. Unfortunately, they then make the mistake of failing to listen to them. Lip service is paid to market research just so they can say it has taken place, but like an episode of The Apprentice, the business knows best, not the customer.

Misunderstanding the Customer

Yes, a lot of businesses do listen to the customer, but don’t actually take the time to understand whether or not the product is useful to them. Instead, they get lost with their head in the clouds, and tend to assume that their product can solve any problem their customer has. This is the classic scenario of trying to tell the customer what they want, rather than listening to the actual answer.

B2B or B2C?

That question can have huge repercussions for businesses, especially those who misunderstand how to sell their products to different markets. By understanding what value a product holds for consumers and/or businesses, a marketing strategy can be formulated in a relevant manner. Selling consumer benefits to a large business, for example, is only necessary if the business is then moving your product on to consumers. Does the average person care how your product can make a corporation more efficient?

Overcomplicating the Issue

Finally, even when businesses nail the other points, they can fall foul of not keeping their message simple. This is most common with new products, when businesses feel they need to deliver an essay detailing its benefits. If this can’t be done in a quick and concise manner, it is probably worth reviewing the product, and going back to square one.

If products and services are thought up and planned in a methodical, thorough manner, then these mistakes will automatically eliminate themselves. Marketing errors tend to come about due to problems elsewhere in the process. Cut these out, and business marketing strategies will run like a dream.

Robert is an online content writer, with a specific interest in business sectors. Robert specializes in writing about corporate turnaround strategies, such as relaunching products and developing new marketing plans so that customers are reached more effectively.