Small businesses need to establish brand awareness for a product or service. It is crucial that you pay attention to every detail of your advertising campaigns. A lack of knowledge plus focusing on other aspects of your business increases the potential for mistakes in the ad campaigns that you can afford to run. The slightest mistake creates a first impression message that your company is unprofessional and unable to provide proper customer service to the target audience.
Part of your competition comes from larger businesses that have more extensive financial resources than you can afford at this stage in your business. Their advertising campaigns are free from error because they have entire teams available to proofread marketing pieces before starting a campaign. Avoid letting this serve as a disappointment. Instead, let it motivate you to work twice as hard on your advertising campaigns. Start by learning the most common mistakes small businesses make with advertising campaigns.
Product or Service Driven Focus
Small businesses make the mistake of advertising products and services extensively in their marketing campaigns. They focus on the benefits products offer or the features of a service they provide. There is no mention of how that product or service impacts the potential customer or what solution it provides the customers. The absence of these elements in an advertising campaign does not attract the attention of customers or draw them into the business.
Not Identifying a Target Market Audience
Every advertising campaign needs to direct a promotional message to a target market audience. That target market audience needs to have a want or a need for the product or service that a company is advertising. Small businesses often make the mistake of advertising to a general audience that often does not have an interest in the product or service that the company offers. It wastes time and money, two valuable resources for a small business.
Unclear Promotional Message
A promotional message is the part of an advertising campaign that catches the attention of potential customers and motivates them to take further action with a company. It can be an advertising slogan or a tagline that accompanies every promotional piece a company creates. When the promotional message is unclear, a potential client is unsure as to what action to take. Most consumers will move on to purchase a similar product from the competition instead.
Infrequent Marketing Messages
Many marketing messages that a target audience receives plays a significant role in their purchase decisions. Too many messages create feelings of irritation while coming across as pushy. On the other hand, infrequent messages fail to establish brand awareness for the product or service and the company. Potential customers will forget that a company is an available option. Small businesses often fail to find the balance between sending out messages correctly. As a result, their advertising campaigns fail to generate a significant amount of revenue or interest.
No Call to Action
A crucial ingredient in a successful advertising piece is giving the target market audience an action to take. That action works to create an opportunity for engagement between potential customers and the company running the advertising campaign. It is a simple yet effective step that many small business advertising campaigns omit from marketing pieces. That leaves a target market audience wondering what to do next. It also creates an impression that the company is inefficient in customer service which guarantees that customers will elect to do business with the competition instead.
Ineffective Landing Pages
The Internet is a powerful advertising tool for small businesses. When a potential customer lands on a website of a company before contacting that company, a first impression image begins to form. Small businesses often overlook this fact by failing to develop a landing page that converts customer inquiries into solid sales leads. Those sales leads have the ability to turn potential clients into paying customers. Each lost sale is equivalent to a loss of revenue, and that is something most small businesses can’t risk happening.
Failure to Budget for Assistance
Small businesses can not run an entire advertising campaign without assistance. At some point, additional employees will need to be hired, or the outside assistance of full-service marketing companies may be necessary. The biggest mistake a small business makes is not budgeting for this assistance. By trying to run the campaign without this assistance, marketing pieces may be ineffective, and errors may occur. It doesn’t result in making the best first impression possible.
Now that you have an idea of what not to do work to ensure your advertising campaigns provide the exact opposite of these mistakes. It can be a difficult task to undertake, and you may need to consider outside assistance.
Making any of these advertising mistakes? Get in touch with the team at Grow Digital Marketing to find out how we can help you resolve these issues and create stunning advertising campaigns today.