Committing marketing mistakes in the professional services industry, whether big time or just a minor one, can cost your firm thousands of dollars. We have all had our share of slips, but we also know that these mistakes are part of our learning experience since they give us an idea of what not to do in the future.
Here are some of the common marketing mistakes in professional services that you should avoid:
Not Having a Strategy
Harvard Business School professor Michael E. Porter says, “The best CEOs I know are teachers, and at the core of what they teach is strategy.” Missions and objectives are good, but not having a strategy to go with them is futile. It’s like having a goal without direction; you have to determine how you’re going to get from point A to point B.
Remember when Coke changed its formula in April 1985 to mimic the sweeter taste of Pepsi? When Gap changed its logo in 2010? Both didn’t last long – Coke reintroduced its original formula three months later, and Gap reverted to its well-known white-on-blue logo after only a week. Both also suffered a loss on marketing.
Unless there is a change of name and/or ownership, changing your company logo is a crucial move. Usually, companies change their logos for rebranding, but it is important to know your brand well before making the big move. As the maxim goes, “if it ain’t broke, don’t fix it.”
Not Utilising Social Media
There are countless ways to leverage the power of social media: it is the highway to your website traffic (content distribution), an instrument in interacting with your customers and prospects, a powerful tool in finding qualified leads, and a monitor to keep up with industry trends – the list can go on and on. What a shame if you wouldn’t take advantage of this technology in this internet-driven world.
No Call-to-Action (CTA)
What could be worse than having a lame CTA? The lack of it. Not having a CTA wastes your effort because you failed to direct the potential customer on what to do next. Your CTA is an essential part of your landing page. However, you have to be pretty convincing to get him to take the next step by having a strong CTA. “Click here” and “Submit” are examples that do not sound authoritative and have no sense of urgency. You have to motivate them by highlighting the benefit that they will receive when they take action, like “FREE consultation when you sign up.”
Forgetting Your Buyer Persona
When you create the content, remember to keep in mind your intended audience – your buyer persona. The content must aim to address the needs and pique interests of your target market.
Narrowing your target also increases the effectiveness of your brand. Don’t aim your marketing at everyone just because you’re afraid you’ll turn away others – you cannot be all things to all people.
Not Measuring the Results
You have your goals, right? In order to determine the effectiveness of your strategy, you also have to keep track of the corresponding performance metrics. How can you ever tell that your content is working if you don’t evaluate your strategy? Measuring your performance will help you compare and determine which parts of your campaign were most successful and which channels might need some more attention.
Being interruptive and doing things which are convenient to you as a marketer like pushing content to people’s faces – this is how traditional marketing is done. When it comes to inbound marketing, the potential customers are empowered rather than having the marketer take control. It is more focused on getting found by the customer who wants and needs your service.
Are you guilty of these blunders? Don’t waste your firm’s time and resources by avoiding these common marketing mistakes in professional services
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