Kathy Caprino has spent more than a decade consulting small-business clients. During her tenure, she has found seven marketing blunders that entrepreneurs make. Are you walking down the path of a marketing mess-up? Here are a few blunders Caprino says you must avoid:
- Avoid the common blunder of spending more time and money on a marketing effort that's losing money. When the match doesn’t compute, it will never compute. Doing more of what’s not working won’t make it better. It will make it worse.
- Avoid the marketing mistake of putting your energy into building a following yet having nothing to sell them. Your ego might love that you have a hundred thousand friends, but if they're not buying, your wallet won’t love it.
- Avoid the flash in the pan. Coming out with a strong marketing campaign that lasts for six months won’t do you much good (unless you're introducing a complementary offering to an established brand). Marketing is about the prospect finding you right when they need you. The only way you can guarantee that is to market constantly.