Avoiding the Marketing Danger Zones
Cruising along with your marketing activities can sometimes be a comfortable thing. In fact, it can be too comfortable if you have them on auto pilot. Even if you don’t, you still have to be strategic and purposeful to ensure your plans are hitting the mark and generating your desired results. That’s why you have to watch out for the marketing danger zones.
The challenge here is that those danger zones are not always obvious. How do you know what they are before they hit you and inflict damage on your marketing efforts?
One of the most prevalent dangers is operating in an opportunistic versus a strategic mode. If you’re always reacting to whatever happens to come along, chances are pretty good that your results will be mediocre at best. Strategy-based marketing will always outperform opportunistic approaches.
Always have a follow-up plan
Another common danger is lack of follow-up after a campaign. It’s very easy to create a campaign, exhibit at a trade show or hold a webinar, but then fail to follow up on any leads generated from these initiatives. It seems crazy to think that’s even possible, yet it is a widespread problem that plagues marketing effectiveness in businesses and organizations of various industries and sizes.
Then, one of the most damage-inflicting danger zones involves inconsistencies with branding, messaging, content, product/solution offerings and communications. When you send your buying market conflicting messages about who you are, why you exist, how you solve problems and why your solution is the best option, then trouble awaits you. Introducing even an ounce of doubt in your buyer’s mind is extremely dangerous and marketing inconsistencies can easily do that.
Watch the market and your competitors
Other danger zones include a failure to respond to changing market conditions and ignoring your competitors. When influencing factors change your market conditions, you have to be ready with a solid response by either tweaking your content, messaging or solution offering…or all of them if necessary. You will otherwise be left in the dust and perceived as being out of touch. Instead, stay abreast of your market and anticipate how it will change. Similarly, you always want to keep a pulse on your competition. Pay attention to what they are doing and be prepared to respond in a way that casts a favorable light on your business. If you don’t, you’ll risk having your competitors bite you on the backside.
Gird up your marketing and build a stronghold that avoids the danger zones. Be nimble and ready to respond to strategic opportunities and changing market conditions. When you take this approach, your marketing efforts will be rewarding.
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