If you want to belong between the 5% of entrepreneurs who are wasting their money, avoid these 4 most frequent mistakes. High quality advertising is not just about the one well done campaign, but about the long-term dedication to presentation and promotion of the company and about the engagement of the overall business.

1. The first basic mistake is when your campaign and marketing are oriented too generally and it is not clear by what you want to attract the attention. How to change it? Empathize with your target audience and imagine that you are focusing the promotion text to the concrete individual. If the content is too general, nobody will identify with it and nobody will continue to search further to find out the additional information about the product or service. If the campaign is set ineffectively, the whole process will end up soon in the beginning.

2. The great campaign was done but it is launched just once. And that´s the mistake. Often, entrepreneurs have the feeling that marketing should be done only when they are offering some discounts or when clients are willing to purchase (for example before the Christmas). Frequently, we see that our clients invest to their promotion just seasonally because nobody is buying their product in May and they think that promotion makes no sense. Believe that it is not working like this. To gain some confidence of customers, you have to be visible for the whole year. After that, everything just starts working and nobody can stop you.

3. Marketing is not just about the selling. What do you imagine under the term marketing? Many entrepreneurs think that marketing is only about the selling and it is enough to prepare some newsletter in which you will use all selling techniques and then you will send it to the whole database of your clients. Honestly admit, how many orders do you have? Our advice is- do not run marketing like an Olympics of the selling techniques. It is not working like this today. Instead of it, we recommend you not to sell the selling techniques but your experiences, help clients to solve their problems and educate them in the field you are trading in.

4. Another negative is if your advertisement of the whole marketing is not communicating appropriately with client and it is not encouraging to action. Ideally, you should create marketing plan like a strategic process in which you want the customer to make something. You can start with offering them some possibility, in the next step you will help them to catch it correctly and at the end, you will offer them your product or service. All parts should be interlinked and connected with the call for action. Do not forget to describe clearly the action which will follow.

Effectiveness of marketing and your campaigns is not measured. Everything about marketing is just the test. You can have the great product, refined webpage and the good price but if you will not give a message to your clients which will address them and you will not choose the right marketing channel- you will not succeed. We know many real cases when our clients made a small change in their campaign and it had a positive effect. Sometimes, it is really enough to change just one word and everything will be different. Do you want to create a campaign and you don´t know how? Read in our blog about 6 basic rules for creating billboards and megaboards.

Eunica Media, s.r.o. © 2016