3 Marketing Mistakes You Can Avoid

You’ve got your hands full working leads and managing current clients. In the day to day shuffle, it’s easy for your marketing to take a backseat.

If you want healthy results from your campaigns, make sure your marketing is not guilty of these three mistakes.

1. The ‘one basket’ approach.

Once you’ve found a successful strategy that really rakes in the leads, it’s tempting to abandon the rest of your marketing. Yet long-time marketers advise against pumping all your time and money into just one activity.

What if suddenly your prospects stop responding and your approach is no longer a sure thing? With no back up plan your flood of leads can dry up to a trickle.

For example, if you’ve been leaning heavily on referrals or direct mail, consider supplementing your efforts with Internet leads, email autoresponders or a website that generates exclusive leads.

Remember, you don’t want to spread your marketing too thin or you’ll just end up with a lot of under-performing campaigns. But the advantage of having a couple solid tactics to rely on ensures leads will keep coming in.

2. Inconsistent message.

We learn from repetition, and if you want your name to stick in people’s heads then you need to be repeating a consistent message. Go grab your mailer, pull up your website and crack open the yellow pages. Take a look: inconsistencies can be anywhere, in the look, in the content, and in the tone.

If a prospect was to visit your site after seeing your address in an ad, would they immediately recognize it as being yours? Would they immediately find the information promised by the ad? For example, if you use print to tout your skills at finding people individual health policies, is that prominent on your home page?

And remember, it’s not just your marketing campaigns that need to be reviewed. Anything that your customers see should be consistent as well. Make sure everything from your letterhead to your email signatures look and feel the same.

3. Erratic messaging.

The timing and the frequency of your communications is important to any campaign’s success. That means you can’t just touch prospects whenever you happen to have a free moment to spare.

The worst thing you could do is not repeatedly touch prospects because you’re too busy. Experts state the average person needs to see a message seven times before they actually register it.

If you don’t think you have time for calculated follow up, consider an autoresponder program to automatically touch your leads with scheduled, timely emails.

It’s easy for any agent to make one of these three common missteps. But the biggest mistake of all? Not taking time out on a regular basis to evaluate your marketing campaigns’ performance.

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