Fail marketing a business in ten steps (or less)

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Fail marketing a business in ten steps (or less)

The first step to fail marketing a business; post first and ask questions later

So many failed marketing plans begin with “we should be…”.  Whoever says a business should be tweeting or posting or making videos or writing articles because “everyone else is” is wrong.  It has nothing to do with being competitive.  It has everything to do with not being effective with marketing.

The second step to fail marketing a business; ignore what your business does

Many don’t take the time to really put thought into defining what the business does and why it is good at what it does.  Really defining what a company does provides marketing leverage.  This isn’t an easy task nor will it be accomplished in one sitting but it can provide a wealth of useful information to help shape the success of marketing.

For example begin with the simple and obvious.

  • Our company makes rubber bands.

Add features.

  • Our company makes rubber bands in 500 different colors.
  • Our company makes rubber bands in 500 different colors and 100 different widths.
  • Our company makes biodegradable rubber bands in 500 different colors and 100 different widths.
  • Our company makes self-adjusting biodegradable rubber bands in 500 different colors and 100 different widths.

Now here lies the chicken before the egg.  Is it better to define the goals or the customer next?

The third step to fail marketing a business; don’t create goals

Broad company goals are a hindrance making it nearly impossible to create a focused marketing plan let alone target customers successfully to produce results.

  • Our company makes self-adjusting biodegradable rubber bands in 500 different colors and 100 different widths for everyone.

The fourth step to fail marketing a business; don’t create customer profiles

First it is much easier to create a customer profile once the company goals are ironed out.  No company has one unique customer profile either.  There’s greater success in knowing the customer in order to apply the right marketing tools.

  • Our company makes self-adjusting biodegradable rubber bands in 500 different colors and 100 different widths for school children.
  • Our company makes self-adjusting biodegradable rubber bands in 500 different colors and 100 different widths for office use.
  • Our company makes self-adjusting biodegradable rubber bands in 500 different colors and 100 different widths for shipping.

As an example school aged children, specifically girls, may be attracted to the variety of colors and be best reached through Facebook or WhatsApp ads and posts and other forms of media can be discarded.

The fifth step to fail marketing a business; overwhelm the customer

Successful marketing isn’t defined by the number of tweets, videos, articles or ads.  Success is achieved by generating interest in your product within in the target customer that is best suited to the medium being used and in the quantity to maintain that interest without creating the opposite effect.

The sixth step to fail marketing a business; be inconsistent

The best of marketing intentions can still fail with a lack of consistency.  A flurry of activity that dribbles off to nothingness as topics, creativity and dedication fade may harm a company’s reputation.  It’s not quantity but quality marketing on a consistent schedule.  For example if it is an article posted once a month then post an article once a month.

The seventh step to fail in marketing; don’t change

While the ship of marketing may be travelling from A to B it doesn’t do so without course corrections that account for other traffic, weather conditions and schedules.  Failing to be aware of and adapt to refinements to the business, its goals and customers is a sure way to lessen the impact of any marketing plan.  Conversely constant changes can result in over-corrections which also negatively impact marketing success.

The eighth step to fail marketing a business; don’t measure results

Marketing isn’t an exact science.  There are no 100% guarantees.  Measure results no matter how simple the measurement may be.  How many people came into the store versus how many made a purchase?  Google Analytics can be a Briar Patch but, with a few google searches, you can learn how to measure the basics of success of a landing page.

The ninth step to fail marketing a business; do it all yourself

There aren’t enough hours in the day nor are you skilled in everything so don’t even try.  Narrow down to the core of what will generate the most results and concentrate on that.

The tenth step to fail marketing a business; the quick fix

There is no quick fix.  Successful solutions are part of a marketing budget and as such are chosen to meet a balance of goals, time, energy, cost and results.

By | 2015-08-17T15:36:42+00:00 August 17th, 2015|Marketing Tips|0 Comments

About the Author:

Doug Kronlund
Doug Kronlund is a marketing and management professional with an extensive track record of strong leadership and project management skills leading multiple media and internet projects with overlapping timelines across separately managed accounts. Multidiscipline skill set includes writing for video and online content, directing, producing, editing, WordPress, communications, sales, creative concept development and execution and budget management within freelance, small and large business environments and corporate settings.

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