Today I want to talk about five marketing traps to avoid.
There are five standard operating procedures we all fall into in marketing, and they make life really difficult. They’re unavoidable and most of the time when I explain these to people they don’t even know about them, they’re not aware of them and so they creep up on you, they happen to the best of us.
I don’t want you to beat yourselves up about it, it’s not a judgement issue, you shouldn’t feel bad about it. But these are five ways you can massively take action right now to dramatically change the way your marketing functions in your business, and ultimately that’s money and/or time you’re spending and if you’re not getting an optimal result or if you could be getting a better result then it’s a good thing to know about it and it’s a good thing to take some action.
So I’m going to tell you the five standard operating procedures that make it hard and I’ll give you quick tips to get through it as well.
What I’d love to know is which of these five really caught you out?
Which one of them scuppered your marketing when you look back over time?
I’d love to know, I’d love to hear which one resonated the most with you, so please do me the favor, let me know which one of these five standing operating procedures did you fall for?
So the first one, the first standard operating procedure, is that you have no marketing at all.
Now this one’s really obvious, but we say that however, most of the time people are too busy, people tend to prioritize sales over marketing, people tend to prioritize almost everything else over marketing to be honest. That’s because marketing is farming, where sales is often much more about hunting and closing the deal.
Everything else in your business is much more short-term, you tend to be up against it, up against the coalface, trying to fight fires, trying to make sure the customers are happy. Marketing seems really far from the front line.
Actually it’s the most evolved and intelligent use of your time in my opinion (I would say that because I’m a marketing coach). But the reality is marketing over time is farming and if you plant those seeds, you will reap the benefits and have plenty to harvest. If you don’t plant those seeds, you won’t have anything to harvest.
Without any marketing there is no sales.
Without any marketing there is no business.
So the first thing standard operating procedure that we fall into is not having any marketing at all. So ask yourself;
Who’s in charge of marketing?
What are we doing?
Is that on a daily, weekly, monthly, quarterly or an annual basis?
If you can’t answer what you’re doing on each of those five levels, then to be perfectly honest, you’ve got a problem – You’ve fallen into that track of not doing any marketing and I want you to stop it right now, because trust me don’t put off until tomorrow, because this is what we do. We put it off because we put it off.
Please absolutely arrest that behavior right now and start even with the simplest of plans. Just achieve one thing over the next 12 months in terms of marketing, and try and make that a focus and a priority and be mindful of it every day.
You could put a sign up in the office, “this is what we’re gonna do, we’re gonna send a question out on Facebook every day and we’re gonna do a Facebook live every month” – whatever it is please do something.
Start to think about your market, who your audience is, what they care about, what they need from you. It’s not about selling, it’s about helping them, it’s about serving them.
The second standard operating procedure is having some marketing but not enough planned.
In this case your marketing is very reactive as opposed to proactive.
What I mean by that is you are aware of marketing, but you leave it to the last minute. You don’t give yourself the time to make it exquisite and it’s very see-through when it’s not luxurious and exquisite. It’s very transparent, it becomes an extension of sales and the customer or the prospect can feel that.
You’ve got to make it sincere. You’ve got to flip it, you’ve got to make sales a consequence of marketing. You’ve got to focus on giving it enough of a plan so that your prospect feels like they’re being loved as opposed to being sold to.
The third standard operating procedure, is having marketing and a plan but not having enough action.
Ultimately you’ve got to have enough action, you’ve got to make sure you’re doing enough.
One post on Facebook year, unless it is extremely disruptive, is not going to cut it. You’ve got to have enough measured activity to keep yourselves front of mind.
Don’t forget this is about making sure that when your customer makes that buying decision, that you are the most front of mind brand they think of. Your customer may only buy something from you once a year, every five years even. You know, people buy couches, kitchens, cars irregularly over a long period of time. Those brands have to work very hard to make sure they’re front of mind.
What’s your customers buying cycle?
Do they buy from you every day?
Every week? Every month? Every quarter? Every year? Every decade?
Well you need to take action to make sure that you are as visible to them as you need to be to win that business.
I don’t mind if you don’t do it, it’s not my bottom line, it’s not my revenue that you’re going to affect. But my advice to you is to have a plan, absolutely, but make sure it’s got enough action in it to make it worthwhile and effective.
The fourth standard operating procedure we often fall foul of, is that we have a plan and we have action but we have no out-positioning.
What do we mean here?
Well you can either out-position or you can outspend your competition. For me I’d rather out position people, I’d rather be more interesting so as to capture people’s imagination and attention.
I’d love to be aspirational, so that I don’t have to just be purely operational, so that I can inspire people to come towards me because they know they’re going to get incredible service, value, results and outcomes, whatever it is they are looking for.
I want to make sure I’m out-positioning my competition, because I’m not if I’m not out-positioning my competition, I’m going to have to outspend them. If I can’t get your attention because I’m worth it, I’m going to have to spend money to get your attention.
You may have to do paid spend anyway, depends on the industry you’re in. But out position as much as you can.
The fifth and final standard operating procedure, you fall prey to the paralysis of perfection.
The paralysis of perfection is being constantly terrified that a single tiny error is going to cause you a problem and be your downfall.
Your customer, like your friends and family, are prepared to be forgiving – believe me. They want to love you, it’s a loving relationship they aren’t going to take you to task.
What is stopping you doing something in the next 10 minutes apart from fear coming out of your ego telling you “oh we’re not ready, I don’t know what I’m doing”. Before I talked about having a plan, you’ve got to have a plan. But also don’t let the fear of not being structured enough, not being prepared enough, prevent you from delivering your marketing.
So make sure you have marketing, make sure you have a plan, make sure you have plenty of action, make sure you have plenty of out-positioning and for the love of God, do not let the paralysis of perfection slow you down.
We offer a fantastic free webinar ( Find out more here ) and we also offer marketing, mentoring, a marketing masterclass and on top of that a marketing mastermind for the really brave amongst you. Outside of all of that of course we offer marketing consultancy as well, so if you have any needs, feel free to get in touch. If you think this has been valuable, make sure you check out that webinar.
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