In this Expert Insight Interview, Amy Anderson discusses the top marketing mistakes to avoid and why. Amy Anderson is a co-founder of Wild Coffee Marketing and an accomplished marketing professional with demonstrated expertise in brand strategy.
This Expert Insight Interview discusses:
- Easily avoidable mistakes in marketing
- Why it is a bad idea to “dive right in”
- The marketing traps that people fall into
There are many easily avoidable things that people do in terms of their general approach to marketing that set them up for failure. What Amy and her team see most commonly is people diving into tactics before developing a strategy. So, people tend to dive in without much of a plan, posting, and creating content without figuring out the fundamentals.
If you boil marketing down to its essence, you see that it is all about who you’re talking to, what you’re saying, and why you’re saying it. But unless you can figure out who you are, you’ll constantly be drifting off course throughout your marketing efforts.
Nowadays, with all the tools and services out there, it can be particularly tempting to just dive in without figuring out who your target customer is. Unfortunately, this can lead to spending a lot of money for minimal results.
Understanding where you sit in the market is crucial from a messaging standpoint. You need to know what your brand promises to your target customers and how you will solve their problems. You will struggle to execute any marketing plans until you have these fundamentals figured out.
Traps to Avoid
People fall into a couple of traps when trying to market their brand and their products. Firstly, they have trouble understanding that other people won’t be excited about their company unless they can somehow spark that excitement. Secondly, they go too broad in their marketing efforts.
It can be argued that these two problems are closely related and that they both come as a result of the human need for cooperation and socialization. When you think that what you’re doing is exciting, you want to share that excitement with as many people as possible. But in truth, what you need to do before you begin is nail who your target audience is.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist