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English
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2024
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330
pages
English
Ebooks
2024
Obtenez un accès à la bibliothèque pour le consulter en ligne En savoir plus
Publié par
Date de parution
21 mai 2024
Nombre de lectures
3
EAN13
9781952320316
Langue
English
Poids de l'ouvrage
1 Mo
Publié par
Date de parution
21 mai 2024
Nombre de lectures
3
EAN13
9781952320316
Langue
English
Poids de l'ouvrage
1 Mo
99 MARKETING MISTAKES (AND HOW TO AVOID THEM)
ISBN 978-1-952320-14-9 (Paperback) 99 Marketing Mistakes (And How to Avoid Them) Copyright © 2020 by Kenyon Blunt
All rights reserved.
No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law.
For permission requests, write to the publisher at the address below.
Yorkshire Publishing 4613 E. 91st St, Tulsa, OK 74137 www.YorkshirePublishing.com 918.394.2665
Printed in the USA
99 MARKETING MISTAKES (AND HOW TO AVOID THEM)
A Lean Marketing Monograph for Small Business Owners
T U L S A
C O N T E N T S
Foreword – David Meerman Scott .................................................9 What is a Monograph? .................................................................11 Introduction.................................................................................13
PART 1: ERRORS OF OMISSION Mistake 1: No Written Marketing Plan .................................17 Mistake 2: No Marketing Budget ..........................................22 Mistake 3: No Goals .............................................................24 Mistake 4: No Definition Of Your Core Customer................26 Mistake 5: Not Focusing On Your Customers .......................29 Mistake 6: Not Segmenting Your Customers .........................32 Mistake 7: Not Tracking Results............................................34 Mistake 8: Taking No Action ................................................37 Mistake 9: Ignoring The Competition...................................39 Mistake 10: No Metrics Or Benchmarks ...............................41 Mistake 11: No Website ........................................................44 Mistake 12: Not Having A Good Website .............................47 Mistake 13: Not Treating Your Suppliers Like Customers......49 Mistake 14: Being A One-Trick Pony ....................................52 Mistake 15: Not Asking For Customer Feedback...................55 Mistake 16: Not Asking For Referrals....................................58 Mistake 17: Not Defending Your Online Reputation ............61 Mistake 18: Ignorant of a USP (Unique Selling Proposition) 64 Mistake 19: Not Using Event Marketing ...............................67
PART 2: SPENDING MONEY ON THE WRONG THINGS Mistake 20: Hiring An Agency ..............................................72 Mistake 21: Not Hiring Experts ............................................74 Mistake 22: Blowing Your Budget On One Thing.................77 Mistake 23: Not Investing In Marketing ...............................79 Mistake 24: You Spend Too Much On Marketing .................81 Mistake 25: Underestimating Marketing Costs And Overestimating Results....................................................83 Mistake 26: Treating Marketing As An Expense ....................86 Mistake 27: Not Diversifying ................................................88 Mistake 28: Spending Money In The Wrong Places ..............91 Mistake 29: Trying To Sell To Everyone ................................94 Mistake 30: Cutting Marketing When Times Are Tough .......97 Mistake 31: Feast Or Famine Marketing .............................100 Mistake 32: Outsourcing Too Much....................................103
PART 3: SCREWING UP Mistake 33: Spray And Pray Marketing ...............................108 Mistake 34: Lack Of Consistency ........................................111 Mistake 35: Hiring An In-House Marketing Team ..............114 Mistake 36: Targeting The Wrong Audience........................116 Mistake 37: Not Differentiating Your Product Or Service ...118 Mistake 38: Not Automating Your Marketing .....................121 Mistake 39: Premature Scaling ............................................124 Mistake 40: Not Doing Research.........................................127 Mistake 41: Confusing Marketing With Advertising ...........131 Mistake 42: Falling For The Sales Pitch ...............................133 Mistake 43: Pricing Your Product Wrong ............................136 Mistake 44: Using Marketing Tools Incorrectly ...................139 Mistake 45: Spending Too Much On Your Brand................142 Mistake 46: Not Being Consistent With Your Brand ...........145 Mistake 47: Taking Out A Loan For Marketing ..................148
PART 4: WRONG STRATEGIES Mistake 48: Not Selling More To Existing Customers .........152 Mistake 49: Focusing On The Wrong Customers ................155
Mistake 50: Not Making Customer Retention A Priority ....158 Mistake 51: Not Using Performance-Based Marketing ........162 Mistake 52: Not Testing ......................................................165 Mistake 53: Forgetting About Traditional Marketing...........169 Mistake 54: Skipping PR.....................................................173 Mistake 55: Failing To Adjust For Seasonality .....................177 Mistake 56: Not Adjusting Your Strategy To The Lifecycle Of Your Business.............................................180 Mistake 57: Getting Stuck...................................................184 Mistake 58: Not Nurturing Your Leads ...............................187 Mistake 59: Not Using A Lead Magnet ...............................190 Mistake 60: Ignoring Account-Based Marketing (ABM) for B2B .............................................................193 Mistake 61: Not Using Influencer Marketing ......................197 Mistake 62: Having Too Small Of A Niche .........................200 Mistake 63: Missing The Moment (Or, Micro-Moment) ....203 Mistake 64: Selling An Unproven Product...........................206
PART 5: YOU Mistake 65: Spreading Yourself Too Thin ............................210 Mistake 66: Outsourcing Your Thinking .............................213 Mistake 67: Quitting Too Soon ...........................................216 Mistake 68: Overestimating Your Capabilities .....................219 Mistake 69: Being Fearful....................................................222 Mistake 70: Having A Scarcity Mindset ..............................225 Mistake 71: The Shiny Object Syndrome (SOS) .................229 Mistake 72: Getting Bored ..................................................233 Mistake 73: Unwilling To Adapt .........................................236 Mistake 74: Confusing Action With Productivity................239 Mistake 75: Impatience .......................................................243 Mistake 76: The Reality Of Time ........................................246 Mistake 77: Self-Doubt .......................................................250 Mistake 78: Paralysis By Analysis.........................................253 Mistake 79: Worrying About What Others Think...............256 Mistake 80: Not Hiring A Marketing Coach .......................259
PART 6: DIGITAL MISTAKES Mistake 81: Not Having A Digital Strategy .........................264 Mistake 82: Not Building Your Database ............................268 Mistake 83: Giving Up On Mobile .....................................272 Mistake 84: Making Sales Pitches On Social Media.............275 Mistake 85: Thinking Email Is Dead...................................278 Mistake 86: Failing At Content Marketing ..........................281 Mistake 87: Failing To Engage Your Audience .....................285 Mistake 88: Ignoring Video.................................................288 Mistake 89: Leaving Out The Human Element...................292 Mistake 90: Being Scared Of Social Media ..........................295 Mistake 91: Spending Too Much Time & Money On Social Media ...........................................................298 Mistake 92: Having Poor SEO Practices..............................301 Mistake 93: Not Using Clear CTA’s ....................................305 Mistake 94: Using The Wrong Keywords ............................308 Mistake 95: Using Your Homepage As A Landing Page .......312 Mistake 96: Not Having The Right Digital Tools ................315 Mistake 97: Dropping Your Blog.........................................319 Mistake 98: Not Using A Marketing Funnel .......................322 Mistake 99: Ignoring Remarketing And Retargeting............326
F O R E W O R D – D A V I D M E E R M A N S C O T T
oday, buyers are in charge! The idea of mystery in the sales befoTre an initial business meeting—does she have anyone I know in process is over. We research someone online before agreeing to a first date—is he a creep? We fire up LinkedIn an hour her network? We watch an on-demand movie trailer before deciding which film to see that night at the theater. We check out restaurant reviews and browse menus before booking a reservation.
But there’s a huge disconnect between the way people research prod-ucts and services they are interested in and the way that small busi-ness owners market their businesses.
I see marketing mistakes every single day. The biggest mistake is small business owners who only focus on their own interests. Many people steeped in the tradition of product promotion naturally feel drawn to prattle on and on about their products and services. Yuk! But I have news for you. Nobody cares about your products and services (except you). Yes, you read that right.
What people do care about are themselves and how you can solve their problems. People also like to be entertained and to share in something remarkable. In order to have people become interested in you and your ideas, you must resist the urge to hype your products and services.
There are many other marketing mistakes that small business own-ers make. Well, there are 99 of them! Kenyon Blunt shares them
9
KENYON BLUNT
with you in these pages, as well as provides advice on how to do marketing right.
I like how this book is organized around mistakes instead of the usual “how-to” formulas. I found myself nodding my head at many of them.
I encourage you to study the table of contents and jump right away to the mistakes that speak to you and what you are doing in your business. You can then take more time to read all of the mistakes over the next weeks.
This isn’t an academic tome because Kenyon Blunt is one of us, an entrepreneur and business owner. He has started or run six small-to medium-sized businesses and has a passion for marketing and entre-preneurship. He has marketed businesses to success. That’s exactly why Kenyon is the perfect person to learn from.
Read this book and learn how to grow your business.
Here’s to your success and your personal fulfillment,
David Meerman Scott Marketing strategist, entrepreneur, andWall Street JournalBestselling author ofFanocracyandThe New Rules of Marketing & PR www.DavidMeermanScott.com @dmscott
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