How to Improve Marketing ROI (video)

In the ever-evolving world of marketing, businesses often find themselves pouring resources into strategies that yield little return. In a recent episode of the Sales Pop Online Sales Magazine podcast, host John Golden and guest Sacha Awwa—founder of Sacha Awwa Marketing Group and host of the Uncomplicated Podcast—delved deep into the most common marketing pitfalls and how to avoid them. Their conversation is a goldmine for any business owner or marketer seeking to maximize their marketing ROI, build authentic customer relationships, and foster lasting brand loyalty.

Below, we break down the main themes and actionable insights from their discussion, providing a comprehensive guide to smarter, more effective marketing.

1. Common Marketing Mistakes: Why Most Strategies Fail

The Trap of Imitation and Overextension

Sacha Awwa highlights a critical error: many businesses mimic what they see others doing, rather than crafting strategies tailored to their unique audience and value proposition. This “me-too” approach often leads to wasted budgets and diluted messaging.

Key Mistakes:

• Copycat Marketing: Adopting tactics without understanding if they fit your business or audience.
• Channel Overload: Feeling pressured to be everywhere—social media, email, events—without considering where your audience actually spends time.
• Undefined Customer Profile: Failing to clearly define who your ideal customer is, leading to scattershot marketing.

Actionable Advice:

• Audit Your Current Efforts: List all marketing activities and assess which ones actually drive engagement or sales.
• Focus on High-Impact Channels: Identify where your best customers are most active and concentrate your efforts there.
• Avoid Spreading Thin: It’s better to excel on a few channels than to be mediocre on many.

2. Defining Your Ideal Customer Profile: The Foundation of Effective Marketing

Sacha’s Three-Part Process

Sacha emphasizes that successful marketing starts with a deep understanding of your target audience. Her process involves:

1. Defining the Audience: Go beyond demographics. Understand their pain points, motivations, and buying triggers.
2. Clarifying Mission and Vision: Articulate what your business stands for and how it uniquely solves customer problems.
3. Crafting a Unique Value Proposition: Clearly communicate what sets you apart from competitors.

Expert Insights:

• Don’t Skip the Basics: Many entrepreneurs rush to market without this foundational work, leading to misaligned campaigns.
• Speak to Real Needs: Use customer interviews, surveys, and data analysis to uncover what truly matters to your audience.

Action Steps:

• Create Detailed Buyer Personas: Include not just age and location, but also goals, challenges, and preferred communication styles.
• Map the Customer Journey: Identify key touchpoints and tailor your messaging to each stage.

3. Authentic Messaging: Clarity Over Cleverness

The Power of Straightforward Communication

Both John and Sacha stress that authenticity and clarity in messaging are non-negotiable. Overly clever or abstract campaigns may win creative awards but often confuse or alienate potential customers.

Common Pitfalls:

• Inconsistent Brand Voice: Presenting an online persona that doesn’t match the real customer experience.
• Overpromising: Claiming to be “customer-centric” without delivering on that promise.

Best Practices:

• Be Direct: Clearly state what you offer and how it benefits the customer.
• Align Messaging Across Channels: Ensure your website, social media, and customer service all tell the same story.
• Test for Clarity: If a stranger can’t quickly understand your value proposition, revise your messaging.

4. Customer Experience: The Heart of Modern Marketing

Beyond Acquisition—Nurturing Relationships

Sacha points out that many businesses focus solely on acquiring new customers, neglecting the ongoing relationship with existing ones. This oversight leads to churn and missed opportunities for advocacy.

Key Insights:

• Every Interaction Matters: From first contact to post-sale support, each touchpoint shapes the customer’s perception.
• Community Building: Fostering a sense of belonging can turn customers into loyal advocates.

Actionable Steps:

• Implement Feedback Loops: Regularly solicit and act on customer feedback.
• Reward Loyalty: Offer exclusive perks or recognition to repeat customers.
• Create Community Spaces: Online forums, user groups, or events can deepen engagement.

5. Customer Service as a Core Marketing Strategy

Service is the New Marketing

Sacha and John agree: customer service isn’t a separate department—it’s a vital part of your marketing engine. Exceptional service creates memorable experiences that drive repeat business and referrals.

Real-World Examples:

• Nordstrom and 1-800 Contacts: These brands are renowned for going above and beyond, setting themselves apart in crowded markets.

Expert Recommendations:

• Invest in Training: Equip your team to handle issues empathetically and efficiently.
• Empower Frontline Staff: Give them the authority to resolve problems without bureaucratic delays.
• Measure Service Quality: Use NPS (Net Promoter Score) and customer satisfaction surveys to track performance.

6. Don’t Design for the Exceptions

Focus on the Majority, Not the Outliers

John warns against building processes around the small percentage of customers who might exploit your policies. Overly restrictive rules can frustrate your best customers and erode trust.

Key Takeaways:

• Accept Some Risk: A few bad actors are inevitable, but don’t let them dictate your entire customer experience.
• Prioritize Positive Experiences: Design policies that benefit the majority and foster goodwill.

7. Understanding Market and Cultural Context

Tailor Service to Local Expectations

Sacha shares a story about how cultural norms—like “Latin time” in Miami—affect customer expectations. Businesses that exceed local standards (e.g., punctuality) can stand out and win loyalty.

Actionable Advice:

• Research Local Norms: Adapt your service delivery to meet or exceed what’s typical in your market.
• Leverage Unique Strengths: If reliability is rare in your area, make it your brand’s hallmark.

8. Community Engagement and Peer Support

The Power of Business Communities

Sacha invites listeners to join her small business community, My Marketer Mentors, emphasizing the value of peer support and shared learning in navigating marketing challenges.

Benefits of Community:

• Shared Knowledge: Learn from others’ successes and mistakes.
• Accountability: Stay motivated and on track with your marketing goals.
• Resource Sharing: Access templates, tools, and expert advice.

A Holistic, Customer-Centric Approach Wins

The conversation between John Golden and Sacha Awwa is a masterclass in modern marketing. The key takeaway? Marketing is not just about getting attention—it’s about building trust, delivering on promises, and creating experiences that turn customers into advocates.

To recap, here’s how to stop wasting money and start winning with your marketing:

• Define your ideal customer with precision.
• Craft authentic, clear messaging.
• Focus on the channels that matter most.
• Prioritize customer experience at every touchpoint.
• Integrate customer service into your marketing strategy.
• Design for the majority, not the exceptions.
• Adapt to local market expectations.
• Engage with and learn from a community of peers.

By following these nuanced, actionable strategies, your business can avoid common pitfalls, maximize marketing ROI, and build a brand that customers love and recommend.

Our Host

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 has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.