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  • Writer's pictureRenée Cormier

Easy Fixes for Marketing Failures


Business owner looking at computer screen that says, " Your marketing results suck!"
Frustrated Business Owner

Are you getting frustrated with your marketing results? I totally get it if you're feeling a bit overwhelmed and disheartened by marketing efforts that just aren't delivering. You're not alone! I've chatted with loads of business owners who've stopped investing in marketing because they feel it's just not paying off. But here's the thing I really want to share with you: when marketing is done right, it really does wonders. On the flip side, if it's not quite hitting the mark, it tends to flop.



Marketing is this ever-changing beast that needs a mix of creativity, strategic smarts, and a really good grasp on what makes consumers tick. Even with your best shot, sometimes campaigns don't hit their targets, and it can leave you scratching your head, wondering where things went a bit sideways. In this post, I'm going to dive into some common pitfalls of marketing strategies and hand you some practical fixes to get things back on track.

Understanding Your Audience

A big stumbling block I've seen is when businesses don't fully get who they're talking to. It's like trying to hit a bullseye in the dark. For example, imagine a business launching a new product aimed at young adults, but they miss the mark because they didn't really get into the nitty-gritty of what these young adults want or how they behave. The campaign just doesn't connect.

The Fix? Get deep into research. Use surveys, focus groups, and market analysis to build a solid picture of who you're talking to. Create detailed buyer personas to guide your marketing.

Messaging That Misses the Mark

Knowing your audience is one thing, but talking to them in the right way? That's another ball game. If your message doesn't resonate or it's a bit fuzzy on what you're offering, it's likely to fall flat.

Take this scenario: a company selling eco-friendly cleaning products but their message is muddled. Customers can't figure out what's so special about these products.

The Fix? Craft your messages to hit right where your audience feels it. Speak their language, make your value crystal clear, and test different approaches to see what sticks.

Standing Out from the Crowd

In a sea of options, your business needs to wave its own unique flag. If your campaign doesn't scream 'we're different!', it's likely to get lost in the noise.

Imagine a healthy snack company whose campaign gets drowned out because there are tons of others shouting about health benefits too.

The Fix? Pin down what makes you different and use that as your campaign's cornerstone. Show why customers should pick you over the rest.

Hitting the Right Target

If your campaign is shouting into the wrong crowd, it's not going to make much of an impact.

Here's a case: you're selling luxury handbags targeting millennials, but maybe they're just not that into what you're selling or can't afford it.

The Fix? Use those buyer personas to make sure your campaign reaches the right eyes and ears. Choose channels and platforms where your audience actually hangs out.

Consistency Is Key

If your branding and messaging are all over the place, it's confusing and off-putting for potential customers.

Picture a company with mismatched branding across platforms. It's disorienting and doesn't build trust or recognition.

The Fix? Create a style guide that spells out your branding, messaging, and tone. Stick to it across all your marketing materials.

Staying Relevant

Markets change, trends shift, and what worked yesterday might not cut it today. If your campaign isn't evolving, it's going to lose its sparkle.

Think about a campaign for a once-popular product that's now out of favor. It's not going to resonate anymore.

The Fix? Keep your ear to the ground. Track market trends and shifts in consumer behavior and tweak your campaigns to stay fresh and relevant.

Follow Up or Miss Out

Not following up after a campaign is like leaving money on the table. You've sparked interest, now seal the deal.

Say you've got this buzz-generating campaign for a new product, but then... nothing. No follow-up means interested folks might just wander off to your competitors.

The Fix? Put together a strategy to keep the conversation going post-campaign. Think targeted emails or retargeted ads to keep potential customers in the loop and interested in what you've got.

In a nutshell, marketing can be tricky, but it's definitely not a lost cause. With the right approach and a bit of tweaking, you can turn those missteps into a strategy that really hits the mark.


P.S.

If you want to find out if a fractional CMO could help solve your marketing problems, book a Zoom meeting with me. I'll make sure you find the best solution for your marketing challenges.


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