Marketing plays a crucial role for businesses, particularly small and middle-sized ones. Of course, the marketers face much more challenges in dealing with the competition. They include particularly smaller teams, smaller budgets, and less time. As a result, the small businesses need to avoid even small marketing mistakes as they may lead to terrible effects upon the organization.
3 Marketing Mistakes to Avoid by Small Businesses
In an interview with Kimberly Whitler, a senior contributor for Forbes, Kipp Bodnar notes three main mistakes that small business marketers often do. They are described as follows:
Failure to Maintain Loyal Customers
Loyal customers are keys for small businesses to survive. Therefore, losing sight of loyal customers is a fatal mistake that marketers often do. Be happy if you have them. Therefore, make sure to maintain them. The problem is that many small businesses fail to have great insight into their loyal customers. As a result, they neither take necessary steps nor use the available resources to maintain the relationships and keep them stronger.
One of the ways to keep the sight of loyal customers is investing in problem solving systems (in terms of technology or human resources). This allows the organization to address any issues immediately before they grow into bigger problems.
Failure to Find New Customers
When combined with failure to maintain loyal customers, this problem makes the small business suffer. Of course, finding customers is not an easy thing for small businesses. One of the marketing mistakes in such company includes focusing on too many channels. As a result, the marketers are unable to execute them optimally.
The problems are mostly failure to identify which channels contribute much for the business. Sometimes, marketers cannot identify the ideal target customers or customer segments. Kipp notes that small business marketers should have focused on building buyer personas and customer base. The customer base is not necessarily large. Instead, a small but loyal customer base means more for the small business to grow. Building a loyal customer base may take time.
Failure to Generate Leads
Another mistake often made by small business marketers is inability to generate leads. It is worse than inability to find new customers. Leads are good things for sales team. The marketing strategies aim at generating leads. This is the sign of effective marketing campaigns.
In facts, surveys showed that only 1 in 10 marketers are satisfied with their lead generation. Actually, they have many tools for lead generation. One of the most important tools for converting prospects into customers is website. Therefore, the marketers need to make sure that the website is fully optimized to turn visits to leads. Even small businesses need professional web pages to guide the customers.
According to Kipp Bodnar, the main challenges for small business marketers are finding customers and keeping them. A number of systematic challenges in small businesses may lead to marketing mistakes. Therefore, the businesses need to allocate enough resource to build the marketing team in terms of knowledge and skills. The right marketing systems, techniques, and tools are keys to successful marketing even in small businesses.