Are you allocating your marketing budget like a champ and delivering campaigns that drive sales? Or are you feeling a little deflated about how your marketing efforts are going this month?

If it’s the latter, you might just be making one of the 5 VERY common mistakes Kiwi businesses make when it comes to marketing…

#1. They’re Not Results Focused

For marketing to be really effective, it needs to be results focused and goal-oriented. It’s important to think about what you want to get out of your spend before launching a campaign, so you can tailor each marketing effort around achieving your goals.

A campaign designed to raise brand awareness is going to look very different to one that focuses on driving sales conversions, so always consider the end game. What end result or results do you want to see? Tailor your marketing around those goals.

#2. They’re Inconsistent

Lacking consistency can wreck havoc on your ROI, so it’s important to plan ahead. Not only should your digital marketing be consistent in branding and personality so it’s instantly recognisable to your audience – it should also be consistent in terms of regularity. While it may be tempting to boost the odd Facebook post during slow sale periods and ignore paid promotions the rest of the time, this kind of approach isn’t doing your business any favours.

Building a consistent marketing strategy that keeps your brand top of mind 365 days a year is the key to reliable engagement, enquiries and sales.

#3. They Underestimate Digital

For many business owners, digital marketing is still scary. They pour considerable budget into traditional (and often expensive) platforms such as radio and print advertising because it’s familiar and more tangible – something they can hear or see for themselves – but find they can’t sustain consistent marketing across these platforms without blowing the budget.

One of our key pieces of advice to new clients is, don’t underestimate digital! Facebook paid promotions, email campaigns, Google Ads, remarketing, Messenger broadcasts, Instagram sponsored posts – all of these options are proven and measurable, which means you can actually see and analyse your ROI.

#4. They Attempt to DIY

If you run a salon, would you attempt to fix a leaking faucet yourself, or would you call in a plumber? If you’re a plumber and your work vehicle breaks down, would you pop the hood for a tinker, or take the work van to the local mechanic?

Just because many Web 2.0 marketing platforms give users the option to do-it-themselves, doesn’t necessarily mean they should. One of the most common things we hear from SMEs is that they’ve tried Facebook Ads (or Google Ads, or email marketing) but didn’t see results. When we delve a little deeper to look into why those campaigns didn’t produce the results they were hoping for, we often find that must-haves like audiences and geotargeting haven’t been correctly set, or the design and copy of their campaign had a DIY-feel that didn’t align with their brand.

Investing in the expertise of someone who does digital marketing day in, day out, is well worth the spend. In fact, it will probably save you money in the long run.

#5. They Have an Insufficient Budget

Have a goal of selling $300,000 worth of product next quarter? Ready to launch your start-up business or new website, and want to get as many eyes on your brand as possible? A $100 monthly budget simply isn’t going to drive the results you want.

If your marketing budget is too low – even if you’re focusing your spend on only one platform – it’s going to result in a low reach, or run out early. Your marketing is an investment in your business’ success, and you’ve got to spend money to make money.

Every business, no matter what their size, should aim to dedicate around 6% of their average turnover to marketing alone. That’s a pretty reasonable number – and one that can really make a huge difference to your bottom line.

Want to Learn More About Outsourcing?

Working with a professional team of marketing experts will help you avoid the common mistakes other businesses are making, and ensure every bit of your budget is put to the best possible use.

Market My Company offers regular retainer packages, starting from $1500 per month, plus ad-spend. Book a free 30-minute strategy call now to learn more!