Avoid These Common Marketing Mistakes for Ethical and Effective Promotion

I have been fortunate to try my hand at several entrepreneurial endeavors.  Some were really good ideas and did well.   One took off so fast that ultimately that was the end of that business.  Another was underfunded and yet another missed the mark for reasons I still don’t understand.  My best endeavors were the digital marketing company I started in 1999,  Beyond Web Design, and a specialty eCommerce business, Cheerdocious. 

Of all my entrepreneurial endeavors, I learned that effective marketing makes a difference.  My two most successful businesses benefited from the many marketing mistakes I learned over time.  

These are several common marketing mistakes that you should avoid to ensure that your marketing efforts are ethical and effective. Some of these mistakes include:

Not identifying your target audience

One of the biggest mistakes that entrepreneurs make is not identifying their target audience. Early in my digital marketing business I thought I would be offering coupons to consumers and tried to gain customers by using that concept. But I quickly evolved as I realized that my best target audience for this new marketing endeavor was small to mid-sized businesses on a limited budget that needed help taking their business online. 

It is essential to know who your ideal customer is and what their needs and pain points are so that you can tailor your marketing messages to them.  Don’t be afraid to make changes as you discover what works and what doesn’t.

Focusing on features instead of benefits

Another common mistake is focusing on features instead of benefits. While it’s important to highlight the features of your product or service, it’s even more important to show how those features can benefit your customers.  Showcase what your product or service will do for them.  In the case of my eCommerce business, my specialty product helped moms save money, and for almost 10 years moms were my enthusiastic influencers.

Not having a clear message

If your marketing message is confusing or unclear, your potential customers will not understand what you’re offering, and they will not be motivated to take action.  Remember the words of Simon Sinek, “People don’t buy what you do; they buy why you do it, and what you do simply proves what you believe.”

Ignoring the power of social media

Social media wasn’t even a thing when I started my digital marketing company.  But as social media came on the scene, it became obvious that sharing on social media was the next best thing to an actual person-to-person referral.  And social media is how my eCommerce business really took off. Social media is a powerful tool that entrepreneurs can use to reach their target audience. Not using social media effectively can be a huge missed opportunity.

Along with all the marketing opportunities come the opportunities to cheat the system to try and gain a competitive edge. To ensure that your marketing efforts are ethical and effective, you should:

Be honest and transparent

Don’t make false claims or exaggerate the benefits of your product or service. Be honest about what you’re offering and what your customers can expect.  Sometimes things won’t go as planned and you’ll have to face less than happy reviews online.  Think of it as an opportunity to reinforce your message and offer to help.

Respect your customers

Don’t use manipulative or aggressive tactics to try to sell your product or service. Instead, focus on building a relationship of trust with your customers.  People can see through fake reviews and they don’t like pushy sales tactics.  Get to know your customers by engaging with them on social media. Hang out online where your customers are likely to be and learn about what problems they face that your product or service could solve.

Provide value

Your marketing efforts should provide value to your customers. This can be in the form of helpful information, educational content, or discounts and promotions.  In the book, Give & Take by Adam Grant, he shows how freely giving your information and sharing your expertise can result in stronger relationships with customers and colleagues.

Test and measure

Always be testing and measuring your marketing efforts to see what’s working and what’s not. This will allow you to make adjustments and optimize your marketing strategy over time.  I had to make changes frequently as I discovered which marketing tactics, messages, and channels worked best.  Don’t be afraid to adapt as you discover more about your target audience and what marketing appeals to them.

Effective marketing is critical to the success of any entrepreneurial venture. However, certain mistakes can lead to failure. Identify your target audience and tailor your messages accordingly focusing on benefits over features to showcase your product or service’s value. In all things, maintain honesty, respect, and value in your marketing efforts. Avoiding these common marketing mistakes can lead to greater success in your entrepreneurial endeavors.