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How to Remain Invisible to Consumers: Mistakes Marketers Make

Written on
Mar 13, 2014 
Author
Robert Cordray  |

ADOTAS – Marketing is the tool that businesses use to connect with their customers and potential customers, and subsequently garner more business. When done correctly, it can create a brand that people start to trust and support. Brand loyalty can be one of the most powerful tools that a marketer has. However, when marketing is neglected or done in the wrong way, it can be at best an opportunity missed, and at worse a crippling disaster for a company. So if you want to make sure that people know who you are (in a good way), you might want to do what you can to avoid the following marketing mistakes.

No Presence on Social Media

Social media is the marketer’s dream tool, but it is more than just a fun new toy to play around with. A presence on social media is absolutely essential to any successful business, and without it, you will be quite literally invisible to consumers. The first step is to make sure that you are on each of the main social networks: Facebook, Twitter, Pinterest, Instagram. But that is not enough on its own. You must then create a presence that makes you an essential account to follow on each site. Make sure that you offer the users of each site something different and unique, as well as regular, compelling written content from your blog that will encourage them to share it.

Only Using One Platform

Having said that, there is a dangerous trend that is developing, where companies falsely believe that, because they have a presence online, they do not have to supplement it with any other kind of marketing. But just as it is a mistake to neglect building an online presence, it is also a mistake to focus only on that. Your marketing efforts should also extend to techniques such as television and print advertisements, every door direct mail, and trade shows.

Not Offering Anything Unique

Most business fail at the first hurdle, and often it is because they do not offer the target demographic anything different from that which they can get anywhere else. If they already have a brand that works for a particular task, they are unlikely to want to switch to yours. Furthermore, if you are not creating a unique and different voice with your marketing, people are unlikely to take notice.

Not Offering Anything New

In a similar vein, it is not enough to find your niche and stick to one thing that works. Of course you do want to focus your marketing, but if you cannot offer your customers anything new, they are likely to look elsewhere. This goes for both new products and services, as well as new deals and special offers. Avoid bland and ordinary campaigning, and constantly look for new ways to ramp up your marketing efforts.

Doing Nothing At All

There are very few — strike that — there are no companies who are able to spend no money on marketing. You may have heard or even uttered the phrase “this product sells itself,” but that is not true. Take a look at some of the world’s most successful companies: Coca Cola, Apple, Google. They are all giants of their respective fields. But how many ads have you seen by these companies? How many of them have well-used accounts on social media? How many of them are constantly looking for new products, new ideas, new customers? They are not content to rest on their laurels; they are constantly pushing their marketing efforts and keeping themselves in the consciousness of consumers. This is the sort of philosophy that every company needs in order to succeed.





Robert Cordray is a former business consultant and entrepreneur with over 20 years of experience and a wide variety of knowledge in multiple areas of the industry. He currently resides in the Southern California area and spends his time helping consumers and business owners alike try to be successful. When he’s not reading or writing, he’s most likely with his beautiful wife and three children.

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