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Marketing: the 7 mistakes to avoid in your company

Phoenix Consulting - Junior entreprise - 2020-02-22 20:54:52

Entrepreneurship is a subject that is particularly close to our hearts. Entrepreneurs setting up their own business find themselves in a somewhat complicated market. Good marketing can create a strong image and a strong business. Let's talk about the most common marketing mistakes when starting a business. What is Marketing? Marketing can be defined as a discipline that aims to analyze the needs of consumers. It is the set of means of action used by organizations to influence their behavior. For the need of customer and under the pressure of the market and competition marketing forces the company to always do better than the previous time. Marketing has a very important role in improving the company's image but there are frequent mistakes that must be avoided to achieve good results. So what are the common marketing mistakes: 1● Claiming that its target customers are "everyone": How many times have we heard that phrase? Wanting to sell to everyone and canvassing everyone is the best way to sell to no one - except for totally undifferentiated over-the-counter consumer products. Therefore, focus on your market, segment it and identify which target(s) you want to sell to. You will better focus your marketing and sales efforts, your product will be differentiated and you will have every chance, if it is well positioned, to find your customers. 2● Neglecting the competition when starting your business : It is very rare to have absolutely no competition. There may not be a product or service that is identical to yours, but there are probably some that meet the same consumer need. These are the substitutes. Also, don't look at competition only in your geographic area. The world is big, the internet has reduced borders... and your potential customers know this and often look beyond their neighborhood, city or even country. 3● Think that your product will sell itself: As you can see, many entrepreneurs focus on their product and technology hoping or believing that it will sell itself because "the market is waiting for it". As a result, the whole distribution, communication and sales part is often underestimated. In some cases, no commercial action is even planned... and there, disappointment and even failure is the result. So a small piece of advice: fine-tune your product but don't forget to plan the efforts and actions necessary for the marketing of your offer. If you think you don't have the time or marketing skills to launch your product, we can help you study your market and set up commercial actions. 4● Underestimating your margins : Frequent error in product marketing, underestimating the production and distribution costs of the product, generating margins that are too low. It is crucial to accurately study the product's cost structure in order to determine the public price but also the price of distributors, wholesalers, etc. There is no point in selling thousands of units of a product if it does not make money! 5● Creating content that is too uniform: Learn to vary your formats or else you will create a monotony in which the reader risks getting stuck. To do this, think about different learning profiles. Depending on your readers, you may have visual or auditory profiles. Therefore, in addition to adapting to your target audience according to their research, you must also adapt your content to these different profiles. Beyond articles, video is a good way to convey information for visual Internet users. These videos can be broadcast via your site or blog, or even on social networks. In the same way, computer graphics is very effective in delivering data, especially if the data is complex or encrypted. 6● Do not define your objectives: As you will have noticed, life is like that, to make your projects a reality, you have to set goals. This is all the more true in the way you work. Having a marketing guideline is good, having goals set, planned, regularly re-evaluated is better. With concrete and precise objectives, you will be able to know what works and what doesn't and above all, you will be able to analyse the mistakes made in order to remedy them. 7● Rely only on social networks : Some press articles showcase the blitzkrieg success of companies or businesses that have relied on Facebook, Foursquare or Twitter to make themselves known. Indeed, this does exist, but it must be remembered that these are still isolated cases. A successful strategy on social networks requires time, preparation and work. Creating a Facebook page and a Twitter account alone is by no means enough to attract "fans" or followers and attract customers who have seen your page. Content is essential and often neglected. So if you decide to be active, think about several things: do your customers use this medium? How do you want to communicate? What content are you going to distribute? Do you have the time and resources to do so? So you've got it all figured out, don't apply just anything, anyhow, in marketing and take any advice for granted.