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  • Tom Featherstone

Top Marketing Mistakes Made By Business Owners



Marketing your business can be a tricky thing to do, especially if you have little marketing knowledge. It looks simple though right? Design an ad, stick it on Google or Facebook and boom! New customers, just like that. Except it doesn’t play out that way and you fall flat.


However, a well thought out and succinct marketing strategy can bring you heaps of new leads and customers time and time again. We know it can be a struggle to come up with something that works and also give it the time it needs to bring you results, so we are here to show you the top 5 marketing mistakes business owners make so you can avoid them and plan the best way forward.



Not knowing your target audience

Who is your ideal client? Where do they hang out? What are their buying habits? If you know the answers to these questions then you are in a good position, if not, go and find them out!! We've covered this in a previous post here, check it out if you need help with this.

Not having a USP

What’s a USP you ask? Your USP or “Unique Selling Proposition” is what makes you stand apart from the rest. 


It’s defined as:

“The unique benefit exhibited by a company, service, product or brand that enables it to stand out from competitors. The unique selling proposition must be a feature that highlights product benefits that are meaningful to consumers.” 

Why should a customer choose your business? What specific benefits will they get from coming to you rather than the business around the corner? If you can’t nail down your USP then you’re missing out on a huge portion of the market and you will suffer because of it. 



Changing your marketing message too often

We understand that it can be daunting to start a marketing campaign, where to start, what to do, where to advertise. We also know that campaigns need time to test and review results. So if you’re constantly changing your messaging before it has time to get the data needed to review then you'll struggle to find what works and what doesn't.


This is why it’s so important to do steps 1 and 2 mentioned above. If you’ve done them properly then any advert you create will bring in leads, it just needs time to reach your target audience. On average, a new lead will need 10 separate touch points before committing to a sale. How are they going to make up their mind if your messaging is constantly changing? This leads us nicely to our next point.

Enter the conversation already occurring in the prospect's mind

As part of your offer creation, you should've worked out what problem you are solving for your customers. Using this information, you can write your ad copy that speaks directly to that problem. You only have a limited amount of time to grab their attention so make sure you're clear on what you offer and how you can help your prospect move from a place of fear or trouble to a place of calm and peace, by use of your product of service.

Not following up on those leads that you do get

Not only do you have to have a clear message, be consistent and define your USP, you also need to be following up on these new leads you’re getting. Typically, a new lead will get colder the longer you leave it and the optimum time to contact that new lead is within the first 10 minutes.


Now we get it, you can’t always jump on every lead you get BUT you can set aside an hour in the morning an hour in the evening to contact all your new leads you get throughout the day. If you can do this then your conversion rates will increase dramatically.


If you want your business to flourish, you need to pay attention to these points we’ve made above. 


If you feel you need more help with your marketing and you’re ready to make the investment needed, then get in touch with us at tom@stoneleadgen.com and we can work together to get you to where you want to be.

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