Apr 1, 2013

How NOT to market to people

written by Anya Amrith

AD Marketing Tips: How NOT to market to people

It’s so easy to fall into the trap of copycat marketing. If everyone else is doing it, then why shouldn’t we?

Many, many businesses spend their time (and money!) on efforts that will actually decrease their brand identity instead of building it. So, what are the most common mistakes that most people do? Well, here’s a start…


1. Send a generic email campaign to everyone and everything (including their dog).

You may have 100,000,000 contacts to send your email out to, but how many of them are people that you genuinely want to target? It’s easy to forget that marketing is not simply a numbers game; it’s about quality.

How clean is your database? How old is your database? Have you analysed your results from previous campaigns?

The magic word here is TESTING. Segment your database, test different campaigns and above all target people who will want to share and use your information.

It sounds so simple, but you’d be surprised how many businesses fall into this trap.


2. Give everybody a link to a really, really bad website

Be objective: If you were a potential customer, would you like your website? If the answer is no, then keep that link to yourself for now.

Nothing puts people off more than a really bad website. If you can’t send out a clear, integrated message on your web pages then what does that say about you? It doesn’t take long for people to form an opinion about your brand and once they’ve decided, perceptions are hard to shift.

Analyse the statistics from your website to find out what people really think – see point 4.

If everybody in your industry has an equally bad website, don’t think that it’s ok to be the same. Be an industry leader, set a high mark.


3. ‘Blind’ Marketing

I’ve seen it so many times: use any channel available to advertise your brand and say ‘yes’ to anyone who offers you a discount in their magazine, newspaper, etc. Don’t be fooled – have a clear marketing plan and stick to it.

Look at your target audience and ask yourself some important questions:

• Who are my target audience?

• What are their interests?

• What channels do they use? 

Sometimes you have to take a few steps backwards in order to go forwards. Just because another company is doing a particular type of advertising, doesn’t mean that it’s right for you. Always start at the basics.


4. Google who?

If you don’t know who Google are at this point or if you don’t use any of their tools, you need to contact us right away so we can point you in the right direction. Google is much more than just a search engine. The tools they offer include:

• Google Analytics – A free tool to help you track visitors on your website and really get into the nitty gritty of how hard (or not) your website is really working for you.

• Google Adwords – Help advertise your website using keywords. A great way to improve your SEO ranking.

• Google Places – The first thing you need to do is register your business on Google Places. Help your business to be seen and improve your organic SEO.

• Google webmaster tools – Google offers so many tools to help you improve your website it will blow your mind. If you haven’t done so already, you NEED to start discovering them today.

If you’re spending your money on a great website but you’re not doing anything to promote it, you should begin with Google.


5. Details, details, details

Don’t forget to collect potential customer details whenever possible. At an exhibition, on the phone, at the online check out – the more details you get, the more channels you have to market to them.

Email addresses, Twitter handles, phone numbers – this is all vital information you can use to send information. Ask questions: How did you hear about us? It’s important to learn more about your customer base.

Never miss the opportunity to collect data.


Moral of the story (or post in this case): Don’t do something because everyone else is doing it. Find out what’s best for YOUR business, make sure you have a strong base and build everything else up from there. We like to think of it as smart marketing.