Errors happen regardless of 'what type' of business industry you're operating. Employees make critical errors on a daily basis. This is often due to the company's size, the number of employees, and the inability for management to review departmental progress. To avoid some of the critical marketing errors that occur, you need to recognize and evaluate your strategies.



No Marketing Plan

It is rare that a small business owner will actually make a marketing plan. This is because most small businesses are started with precious little capital and the concern over a marketing strategy is nonexistent.

To succeed, it is imperative to any business that a marketing plan be devised. It is like taking a map with you on that road trip across the country. You would not want to get lost, would you? Running a business without a marketing plan is a recipe for failure. You have to separate the various marketing elements and craft a plan designed for success and you will eliminate the fear of failure.

Being Oblivious to the Market

Who, what, where, and when are the questions you should ask yourself. Failing to analyze the market is quite common. The target market needs to be within reasonable reach. If not, you're heading for disaster.

You want to know who will be buying your company's services or products. You will need a list of the demographics of your target audience.

"Where" is where your prospects are located. This might include the immediate area surrounding your business and also the location of competitor's customers.

"What" Refers to the limits that are set? Location is important! Know the company's competitors' location, and areas they are servicing. This is helpful in determining if any limitations exist.

Interchanging Products and Services

Entrepreneurs are known to go from one business to another without missing a beat. Confusion is sure to follow because no one really knows exactly what kind of products or services the company is actually selling. When you see a business advertising itself as "full service" to its customers, this is generally a warning sign. Interchangeable products and services is great for the bottom line, but the resulting confusion for customers can have disasterous consequences.

Nonexistent Business Plan

Marketing 101-"Don't begin a business without a Business Plan!" A business plan built on the promises and actions of others is doomed. The "dream" needs to be real and believable. Each step should be calculated and achieved by the efforts of one person - you. The company needs a foundation built upon the owners experience and knowledge.

Not Responding to Customers

The business world continues to spin faster and faster so you need to immediately respond to the concerns of your customers. Slow response times can cost you customers. The holidays are a great example.

A customer in a hurry jogs into a department store and cannot believe that there are at least fifty people or more waiting in line to be helped.

A. Does he wait patiently in line for his turn? B. Will the manager open up another line?

Naturally the manager should open up another line because most people will never wait that long to buy anything. The manager needs to respond to the needs of the customer and find a way to help people get in and out of the store quickly.

It is easy to avoid some of the more common marketing mistakes once you see that you are guilty of committing them. Plot a course of action and check progress monthly. You may want to invest in a business consultant to help you get everything in order. It could be money well spent.