1. Articles of Information

Marketing mistakes that make us moan

We know you're busy running your company, managing your department, or launching that new initiative. But please try to avoid these common marketing mistakes. If you can't, maybe it's time to contract with a professional marketing resource.

• Take the time, effort, and investment to create a working marketing plan, and stick with it.

• Don't overlook your company's competitive advantages. Include in your marketing communications how you outperform or differentiate yourself from the competition.

• Avoid responding to opportunities without regard to your overall marketing plan. Advertising specials, event sponsorships, or sales leads may come your way. Before jumping in, make sure they are in-line with your strategic plan.

• Remember the target audience. Be clear about who you serve.

• Your goal may be to generate leads, but don't forget to have a plan in place once those leads come in.

• Make sure your value proposition is in-line with what your customers want. Create marketing communications that appeal to the target market.

• There's no need to overspend on marketing. Take advantage of creative, sometimes even grass-roots, means of marketing that are both effective and efficient.

• Don't be afraid to invest in marketing efforts that will pay-off for you in the long run. For example, many companies rush to launch a Web site. But they fail to invest in the strategic steps needed to plan a successful site—such as a unique visual identity within the design, efficient navigation, and targeted content.