Hisham Darwish

1. Lack of research

Research should be the only reliable source for any novel approach we want to implement. The research practitioner model is the most successful profile in any field of expertise. Before starting any project, dig profoundly in scholarly peer-reviewed research articles, posts, reviews or analytical reports. Go thoroughly through them and search for what intrigues you in it. From this point, the start can be. I believe outdated information and lack of research are major mistakes in marketing that lead to compiled flaws and majorly weaken the credibility of any marketing strategy.

2. No Specific Marketing Goals

Define exactly the outcome you want your marketing to produce. Do you want it to be educational, entertaining, informative, or persuasive? By identifying your goals and objectives, you will be starting with a solid ground. This will make planning your business strategy easier and more focused.

3. Marketing without a USP (Unique Selling Proposition)

Your USP is what will make you one of a kind. Your USP is the factor or consideration that you will present to your customer showing that one product or service is different from and better than that of the competition.Pinpointing your USP requires some creativity and inspiration. One way to start is to analyze how other companies use their USPs to their advantage. It will make you a prudent competitor in the marketing field.

4. Failing to keep your customers forever ones

Keep in mind that when marketing 80% of your business comes from existing customers and 20% comes from new customers. Your marketing strategy should strive to take care and keep current customers, for failing to resell your current customers could have a detrimental effect on your profits. It will cost you 5 times the expense to sell to a new customer than to sell to an existing customer (true).

5. Overcomplicating the product or the service

Simplicity is the key. Simple yet creative and innovative ideas grasp the attention of your prospective customers. Make it simple to leave a dimple.

6. Un-properly trained marketing staff

Your staff should know your product/service. They should be trained how to use it and show it to the customers in the most creative yet simple way. They should love it and most importantly believe in it.

7. Building a website that is not optimized for search

Your website should be user friendly. Make it simple yet transparently informative. Make the searching options and engines in it feasible and straightforward. A prospective customer visiting your website will not have the guts to explore your website. Lead the way for your customers. Moreover, implement search engine optimization strategies that make your website more probable to be found by search engines users. It is a formula and a probability to make your website easier to find.

8. Taking viral marketing’s tactics for granted

Viral marketing is of importance; yet don’t rely merely on it. Use it as one of the easy ways to market, but know how to use it in a constructive way so as to avoid its cons. Viralmarketing has come under criticism from consumers, privacy advocates, and marketing pundits because of their concern of unsolicited e-mails that will not eventually transmit the viral message effectively and virulently; hence the best campaigns use the principles of viralmarketing tactfully to avoid negative reactions and ensure a high pass-along rate.

9. Unfinished business between you and some customers

From the beginning, make everything from A to Z clear between you and your customers. Integrity never goes wrong. Be a good listener and be always ready for open-ended communication.

10. Assuming you don’t have to market

By assuming that you don’t have to market, you are attempting a major mistake. The field of business, marketing and commerce is in constant benign growth. Every business must market itself constantly in a creative and innovative way.

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11. Assuming you need big money to market

Even the smallest one-man business should cultivate good relations with the press and give his business a boosting energizing shot. You can make the best out of a small budget.

12. Improper targeting

Know your target customers and study their psychology. Being able to perceive the needs of your prospective customers is the first of what you should think of when starting a new marketing plan. Assess properly their expectations and needs. Try to say something to somebody or you will be saying nothing to everybody. “Narrowcast” your marketing message to a specific group who want, need, or have to buy your products. Advertise to remind rather than to impress.

13. Lack of creativity

In any marketing plan or project you initiate, be original and creative. Customers are aware of the “copy paste epidemic”. Be innovative; surround yourself with an environment that inspires you. Keep yourself updated; an article, a book, a place…can be a source of inspiration for you.

14. Incomplete customer feedback

Set up proper follow-up strategies to make sure the customer is satisfied with your services. Listen to your customers and make sure to clarify any sources of misconception. Customer Relationship Management (CRM) application is a great option to organize business between you and your customers.

15. Insufficient information

A common marketing myth is that people don’t read long passages. Keep in mind that if you tell your story in an intriguing juicy way, the readership duration will extend to ways more than 100 words. Capture with customers eyes, ears, and mind! Be detailed in every step you take. It is these minute details that make you unique and different.

16. It is not always the sooner the better!

Don’t begin marketing project thinking about the financial profits. It is true that customers search for immediate gratification and don’t have the guts to wait for a delayed one, yet take your time to plan properly and identify your goals. Use your time wisely and efficiently; in every haste there is a copy paste.

17. Lack of differentiation

Differentiation should be the initiation of any marketing/business plan. As discussed earlier, work on your unique selling proposition and make your product/service different so as to be a source of tough competition in the market.

18. Do not neglect to explain why your prices are lower

Lower prices are a source of suspicions for consumers. They will always unconsciously begin comparing and contrasting. Customers have doubts when your prices are lower than most competition. Often, they would think that they are buying something sub-standard.

19. Missing motivation

If you want your business to be successful, the ability to motivate yourself, your staff and your customers is a crucial key point. Motivation is this zesty drive that pushes you for action. Motivate your staff through bonuses, trips, special events…Implant motivation in you and your staff.

Any marketing strategy should be meticulously tracked so as to assess its flaws and drawbacks. You should not just plan and move ahead; rather you be constantly tracking what you have planned for. Assess properly your return on marketing investment/your marketing pay back.