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The Biggest Mistake in Marketing

In this blog post I’m going to share with you the biggest mistake I see people make in marketing… it’s by far the most costly.

The biggest mistake I see in marketing is focusing on activities rather than outcomes.

A lot of people start their marketing campaign having focused on different activities to get customers, spending hours deliberating between, SEO, PPC or social media marketing. Before you start thinking about any online marketing activities, what are the outcomes you want to achieve?

When I start working with someone, I ask, what does success look like to you, specifically:

  • How many new customers do you want from this?
  • How much are you willing to pay for a customer?
  • If it’s a service you offer, what is your conversion rate from enquiry to sale?

Once we have this information, we can start looking at the right marketing activities to achieve this.

I call it goals-based marketing.

Sadly a lot of people approach marketing with the wrong way round. People set arbitrary budget, and say things like “I’ve got £5000 to spend, let’s try out a lot of things”. But they do not fully track the results, or gather a big enough sample of data to know if something’s worked or not. This approach often ends in money wasted and little or no business growth.

Successful marketing campaigns created based on outcomes. So if you are not sure how much you’d like to pay for a new customer, or how many you want – work out the answer to those first.

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