Making mistakes can happen just as easily in the office as at home, but with consumer confidence at a “five year low”, how can you ensure that – no matter what happens – your customers place their trust in your brand?
From not understanding your target audience to getting it wrong with your message layout, there are some very easy pitfalls that businesses can fall into. Before that happens, however, we’ve put together some of the most common marketing mistakes, along with our recommended life hacks to avoid them…
One of the quickest ways to make your way from a customer’s inbox to their spam folder is to send irrelevant communications. So, instead of going for a mass marketing approach, segment your contacts by buyer behaviour or customer type.
For property, this might mean looking at what your contacts have interacted with in the past, such as: guides for first-time buyers, information on letting, or your online valuation tool.
Whereas for insurance and leisure, you could look at what policies or fitness classes they have already taken out with you, and send targeted messages that cross and upsell your additional policies and services.
After a message has gone and you have your open and click-through reports, a common mistake is failing to then use that data, as these interactions should feed into your team’s follow-up calls for the week ahead to increase conversions.
Having a brand narrative is incredibly important for the majority (79%) of consumers, with the most popular brand stories incorporating: “regular people” (liked by two-thirds), brand customers (38%), employees (19%) and CEO or founder (10%).
Hearing from 'regular people'
Hearing from customers
Hearing from employees