10 Common Marketing Mistakes Part 2
Marketing isn’t a one-and-done effort—it’s a continual process of learning, refining, and improving. In the first part of this series, we covered the first 5 mistakes that can derail your marketing strategy. Now, in part two, we’re going to focus on the next 5 mistakes that many business owners make when it comes to marketing.
We’ll dive into the importance of tracking results, the value of customer feedback, and how a clear call to action can make or break your success. By the end of this post, you’ll have the tools you need to make smarter decisions and take your marketing efforts to the next level. Let’s jump in!
Mistake #6 - Inconsistent Branding Across Channels
Why You Need to Be the Same Brand Everywhere
One of the things that will drive me the craziest is the idea that what I put on LinkedIn has to be different from what I put on Facebook or my website. Sure, the platforms may have different audiences or formats, but at the end of the day, you’re not a different brand on LinkedIn than you are on Facebook. You’re the same business, and your message should stay consistent everywhere.
Why Consistent Branding Matters
When your branding isn’t consistent across channels, it creates confusion for your audience and undermines trust. If your logo, colors, or tone of voice change from platform to platform, customers won’t know what to expect from you. They might even start questioning if they’re interacting with the same business. Consistency in your branding isn’t just about looking good—it’s about making sure people recognize you, no matter where they find you.
Think about your own experiences. If you see an ad on Facebook with a totally different logo or tone than the one on Instagram, are you going to trust that business? Probably not. When your brand is all over the place, it doesn’t inspire confidence. It can feel like you don’t know who you are, and that’s not something customers want to invest in.
The Importance of Consistency
Staying consistent in your brand message, visual identity, and voice is crucial. Whether it’s on your website, social media, email marketing, or any other platform, your audience should instantly recognize your brand and feel the same sense of trust, no matter where they encounter you. This is especially important for small businesses that are trying to establish themselves in a crowded market. If you’re all over the place with your branding, you risk looking unprofessional, and that can hurt your credibility.
How to Keep Your Branding Consistent
It’s easier than you think. Start by ensuring that your logo, color scheme, and messaging are uniform across all platforms. The visual elements of your brand should stay the same whether you’re posting on Facebook, updating your website, or sending out an email.
Next, make sure your tone of voice remains consistent. If your brand is professional and authoritative on your website, it shouldn’t suddenly become overly casual on LinkedIn or Twitter. Your audience should get the same feel for your brand, regardless of where they interact with it.
Tip: Ensure that your branding is consistent across your website, social media, email marketing, and any other platforms you use. Consistency builds trust and strengthens your brand’s identity. When you stay true to your brand everywhere, you’ll create a more cohesive experience for your customers—and that leads to better recognition, loyalty, and trust.
In short, your brand doesn’t change depending on the platform. Keep it consistent, and you’ll build stronger connections with your audience, no matter where they find you.
Mistake #7 - Failing to Build Relationships
Why Relationship Marketing Is Key to Long-Term Success
Marketing is more than just acquiring new customers; it’s about building relationships that last. Too many businesses focus on transactional marketing—getting that initial sale—and forget the long-term value of maintaining and nurturing relationships with their customers. When you ignore this, you miss out on repeat business, referrals, and the opportunity to create loyal customers who advocate for your brand.
Why Relationship Marketing Matters
At No Bullshit Marketing, we believe in relationship marketing so much that in 2024, we bought BNI Central Maryland to further strengthen the relationships in our business community. We know firsthand how valuable it is to invest in relationships—not just for the immediate sale, but for the long-term success of a business. When you focus on building and nurturing relationships with your customers, you create a network of loyal clients who trust you, recommend you, and return for future business.
Transactional marketing can only get you so far. You might make a sale, but if you don’t engage with your customers beyond that point, you're missing out on a world of opportunities. Customers want to feel valued and connected to your brand. When you prioritize relationships over transactions, you turn one-time buyers into repeat customers and create a steady stream of referrals that keep your business thriving.
How to Build Strong Relationships with Your Customers
Building relationships takes time and effort, but it’s worth it. Here are some ways you can start engaging with your customers beyond the sale:
Email Newsletters: Stay in touch with your customers through regular, valuable updates. Share tips, special offers, and relevant content that keeps your brand top-of-mind and provides additional value.
Social Media Interactions: Don’t just post and run. Engage with your followers by responding to comments, sharing customer stories, and participating in conversations. Social media is a great way to stay connected and build rapport with your audience.
Personalized Customer Service: Go the extra mile to make your customers feel special. Personalize your communications, thank them for their business, and follow up after purchases. A little extra attention can turn an average customer into a loyal one.
Tip: Engage with your customers beyond the sale. Build relationships through email newsletters, social media interactions, and personalized customer service. By focusing on relationship marketing, you’ll not only create loyal customers but also generate word-of-mouth referrals that keep your business growing.
In short, relationship marketing isn’t just about making the sale—it’s about making customers for life. When you invest in meaningful connections, you build a foundation for long-term success.
Mistake #8 - Not Offering Value
Why You Should Always Come Back to Your Why
When you started your business, it wasn’t just about making money—it was because you saw an opportunity to offer a better service or product than the next guy. You believed you could solve a problem or fill a gap in the market, and that’s what drove you to take the leap. But somewhere along the way, it’s easy to forget that. If your marketing is all about pushing sales without offering real value, you’ll lose your audience. People aren’t looking to be sold to—they want to know what’s in it for them. And if your marketing doesn’t show them how you’re solving their problems or making their lives better, it’s going to fall flat.
Why Offering Value Should Be Your Focus
Think back to why you started your business. Chances are, you wanted to make a difference, whether it was through a unique product, a better customer experience, or a more efficient solution. This is your why, and it’s the foundation for everything you do—especially your marketing. When your marketing focuses on providing value, you’re reminding your customers of that same “why” that drove you to start your business in the first place.
People want to buy from brands they trust, and one of the best ways to build that trust is by offering value. If you’re only focused on the sale, your marketing will feel pushy and transactional. But when you show that you’re genuinely interested in solving your customers’ problems and making their lives easier, they’re more likely to engage with your brand and become loyal customers. You’re not just offering a product or service—you’re offering a solution.
How to Offer Value in Your Marketing
The best way to show your customers that you’re offering value is through content that educates, informs, and helps them. When you focus on providing value, you’re not just selling; you’re positioning yourself as a trusted expert and a valuable resource. Here’s how to do it:
Educational Blog Posts: Share insights, tips, and advice related to your industry. When you educate your customers, you build credibility and trust. You become the go-to source for information.
How-To Videos: Show your customers how to use your product or service to get the most out of it. Whether it's demonstrating features or providing solutions, videos help customers visualize the benefits.
Helpful Resources: Offer downloadable guides, checklists, or eBooks that help solve your customers’ problems. The more you provide, the more your customers will see you as someone who adds value to their lives.
Tip: Focus on creating value-driven content, like educational blog posts, how-to videos, or helpful resources. When you provide value, customers are more likely to trust you and make a purchase. By always coming back to your why—the reason you started your business in the first place—you’ll naturally create content that resonates with your audience and keeps them coming back for more.
In short, when your marketing focuses on offering value, you’re reminding your customers that you’re here to solve their problems—not just make a sale. Make sure your content is always aligned with your purpose, and you’ll build long-lasting relationships with your audience.
Mistake #9 - Ignoring Customer Feedback
Why Listening to Your Customers Is Key to Keeping Them
Ignoring customer feedback is one of the biggest mistakes you can make in your business. Your customers will let you know, one way or another, if you’re not offering the value they expect. If you don’t listen and make adjustments, they’ll likely move on to someone else. Whether it’s through surveys, online reviews, or direct conversations, your customers’ opinions are a goldmine for insights on what you’re doing right and where you can improve.
Why Customer Feedback Is a Gift
For businesses in the home service industry, listening to your customers is especially important. If you’re a plumber, for example, and a customer mentions that your technician didn’t arrive within the promised window, that’s feedback you can’t afford to ignore. If you don’t address it, the next time that customer needs a service, they’ll likely choose someone else. Or, worse, they might leave a negative review that discourages potential clients from choosing you.
The same goes for any other service-based business. If you’re a contractor and customers mention that your crew left debris in the yard after a job, failing to take action could result in fewer referrals or repeat customers. Word of mouth is everything in this industry. If your customers aren’t happy, they’ll let others know—and your reputation could suffer as a result.
The Importance of Listening and Acting
Customer feedback isn’t just about hearing complaints—it’s about using those insights to improve your service. If your customers are happy, celebrate it! Highlight their positive comments in your marketing or use them as testimonials. On the other hand, if they have concerns, address them immediately. Make it clear that you’re listening and committed to improving.
For instance, if you receive feedback about being late or not communicating well, use that as an opportunity to refine your scheduling system, improve communication with clients, or even implement better project management tools. The key is taking that feedback seriously and showing your customers that you value their input.
How to Effectively Collect and Use Feedback
To really understand what your customers need, regularly ask for feedback. Here are a few ways to make sure you’re hearing them:
Surveys: Send out post-service surveys to get specific feedback on the quality of your service, timeliness, and overall experience. This shows your customers that you care about improving their experience.
Reviews: Encourage customers to leave reviews on Google, Yelp, or Facebook. Positive reviews will build trust, and any negative reviews are an opportunity to respond, resolve the issue, and show others that you care about customer satisfaction.
Direct Feedback: Don’t shy away from direct conversations. If you’re at a job site or meeting with a customer, ask them how the process went, what they liked, and where you can improve.
Tip: Regularly ask for feedback from your customers and use it to refine your service. Address complaints promptly, and celebrate the wins that your customers highlight. When you make it a habit to listen and act on feedback, you’ll build stronger relationships with your customers and ensure they keep coming back.
In the home service industry, where reputation and word of mouth are so crucial, ignoring feedback can be the death of your business. By being proactive in seeking and acting on customer input, you can improve your service, build loyalty, and keep your clients happy and coming back for more.
Mistake #10 Lack of a Clear Call to Action (CTA)
Why You Need to Tell Your Audience Exactly What to Do Next
One of the biggest mistakes businesses make in their marketing is not telling their audience exactly what to do next. A weak or non-existent call to action (CTA) can leave people confused and unsure of how to take the next step with your business. And trust me, I’ve been there myself. When I’m asked to speak at a conference, I’m always excited to offer value and share what I’ve learned—but I’ve often found myself forgetting the most important part: inviting the audience to take action. I get so caught up in delivering useful content that I forget to ask them to sign up for my newsletter, book a consultation, or follow up with me afterward. It’s something I’m working on, but I’ve realized how essential it is to make sure my audience knows exactly how they can continue the conversation.
Why a Clear CTA Is Essential
It’s not enough to just provide great content or valuable insights. You need to tell your audience what you want them to do next. Without a clear CTA, even the most engaging content can fall flat. People won’t automatically know that you want them to schedule a consultation, download a guide, or get in touch for more information. The truth is, they want to be invited to take the next step—they’re not going to do it on their own unless you make it crystal clear.
For example, if you’re a home service business and you’ve just shared a helpful blog about HVAC maintenance tips, don’t just leave it there. Ask them to schedule a consultation to assess their system, or provide a link to download a checklist they can use to keep their system running smoothly. A good CTA makes it easy for your audience to know exactly what to do next.
The Power of a Strong CTA
The key to an effective CTA is that it should be clear, actionable, and enticing. If you make it easy for your audience to take the next step, you increase the chances they’ll follow through. But if the CTA is weak or confusing, they’ll likely just move on to something else.
For example, instead of a vague "Contact us," try something more direct like, "Schedule your free consultation today" or "Download our exclusive guide to save on your next service." A strong CTA tells your audience exactly what they’re going to get and why they should take action right now.
How to Create a Clear and Effective CTA
Here are a few tips for crafting CTAs that work:
Be Clear: Your audience should immediately understand what you want them to do. Whether it’s booking an appointment, downloading a resource, or signing up for your newsletter, make sure the action is obvious.
Make It Actionable: Use strong action verbs like “Schedule,” “Download,” “Get Started,” or “Claim Your Offer.” These words prompt immediate action and make it clear that there’s something to be done.
Add Urgency: Encourage people to act quickly by adding urgency. Use phrases like “Limited time offer,” “Book now,” or “Don’t miss out” to inspire immediate action.
Tip: Make your CTA clear, actionable, and enticing. Whether you’re asking customers to schedule a consultation, download a resource, or sign up for a newsletter, ensure the next step is simple and easy to follow. The simpler you make it for people to take action, the more likely they are to follow through.
In short, don’t assume that your audience knows what to do next. Whether you’re on stage at a conference or posting on social media, always include a clear CTA that directs them toward the next step in engaging with your business. If you invite them, they’ll be more likely to take action.
Are You Ready For The Next Step?
By addressing these next five marketing mistakes, you’re taking important steps toward refining your strategy and growing your business. From tracking results to listening to customer feedback and creating clear calls to action, these changes can make a huge impact on how your audience engages with your brand.
Now that you’ve learned the key mistakes to avoid, it’s time to put these insights into action. If you’re ready to level up your marketing and start seeing real results, let’s talk! Contact us today to schedule a consultation and discover how No Bullshit Marketing can help you take your business to the next level. Let’s get started!