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Home | Work And Money | Marketing

Do You Make Any of These Critical Marketing Mistakes?

By: Vlad Ehrsam

Errors happen regardless of 'what type' of business industry you're operating. Employees make critical errors on a daily basis. This is often due to the company's size, the number of employees, and the inability for management to review departmental progress. To avoid some of the critical marketing errors that occur, you need to recognize and evaluate your strategies.

No Marketing Plan

Most small business owners don't have a marketing blueprint. Many lack a working marketing plan because of the manner used to fund their enterprise. It should not be surprising to learn that over half of small businesses begin with very little start-up capital because they do not seek investors to help fund their enterprise.

It is essential for all types of businesses to devise a comprehensive marketing plan in order to succeed. It is as important as taking a map with you on a road trip so that you don't get lost. It doesn't make sense to pursue a business without considering a marketing plan. Breaking down the important elements and charting the plan for success, eliminates the fear of failure.

Not Paying Attention to the Market

It is not uncommon for someone to not analyze their market by asking the who, what, where and when questions that can help you understand it. Your target market must be accessible because if it is not, you are in trouble.

You want to know who will be buying your company's services or products. You will need a list of the demographics of your target audience.

You also need to know where your potential customers are also where your competition has its customer base. If your company depends on traffic from the street, you will want to know about the area immediately surrounding your business.

"What" is a reference to any potential limits. Location will always be a huge factor. Knowing the location of your competition's customer base is great because then you will know if there are any limitations that need to be addressed.

Interchanging Products and Services

Business diehards often enter one endeavor after another without being specific. Mass confusion occurs when this happens because there is no definition of "what type" of products and/or services the company sells. Most of these businesses use the term "full-service" as a title of what they do for the customer. Interchanging products and services may fatten your profit, but it causes too much customer confusion to be worthwhile.

No Business Plan

A business with no plan guiding it is destined for problems. You also don't want a plan that is dependent upon the actions and advice of others. People want things that are tangible so your dream must be believable and a plan helps make it so. Every step in the process should be carefully thought out and executed by you and you alone. The foundation of a company ultimately rests upon your knowledge and experience.

Not Responding to Customers

Businesses need to react quick in this fast paced world to the concerns of their customers because a slow or delayed response will cost customers. The holidays are a prime example.

A customer in a hurry jogs into a department store and cannot believe that there are at least fifty people or more waiting in line to be helped.

Will this customer wait around? Will the manager start up another line to speed things along?

Clearly, the right thing is B. To keep the customers from bolting towards the competition, the manager should open up another line.

You are less likely to commit marketing errors once you are aware of them. Review your basic strategies on a monthly basis to check for chinks in your armor. You might even consider spending the money for a business consultant to come in and help you iron out all of the details. Such an investment may well prove worthwhile in the long run.

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Vlad Ehrsam is the chief writer for, and editor of Full Info on Business, visit there today for the latest Business advice, and their free newsletter is well worth signing up for too.
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