Marketing is hard. It’s difficult to measure. It is hard to know if you’re making an impact. 

With the advent of social media, you can share your message instantly without thinking through the important details. Back in the day, when your ad was going to cost thousands of dollars, people spent more time crafting the ad and getting executive approval. This is no longer the case. 

This post by the way, is not just geared toward traditional marketing strategies. It's for salespeople that send their customers emails about a new promo. It's for the sales professional posting a picture on LinkedIn. Anytime you are communicating to your customers or prospects, you are marketing. 

Before you market to you customers, take a stroll through this checklist. Here are the 5 biggest marketing mistakes I see people make:

No call to action

What do you want the viewer to do after consuming your content? Do you want them to go to your website? Do you want them to call you? Do you want them to comment on the post? Every time you create an ad or a marketing piece, include a call to action. Preferably just one.  

Posting “to get the word out”

Do not create or share content just to “get the word out”. Marketing is a tool that should be used to create change. So, what behavior do you want to change? What is the goal of the ad? How do you want your customer to feel when they see this ad? What do you want them to do after seeing it? (CTA).

Too broad of an audience 

One mistake I see often is content created for everyone. The problem is when you create an ad for everyone, it benefits no one. Make sure your content speaks to an audience of one and you will have a greater return. 

Not spending enough money on Facebook and Instagram 

Companies are starting to finally catch on to the cost effectiveness of Facebook and Instagram ads. The biggest problem though, is companies don’t stay committed to boosting the best ads. Figure out which video or post has the best results, and continue boosting it for months, or an entire year. Don't just boost it for 2 weeks!

Selling instead of teaching 

Stop selling and start teaching. People hate being sold. People have their own opinions and their own worldviews, and it is very hard to change them. So instead, teach your customer something that benefits them. People love to learn. And if they learn that your product will benefit them, they will buy it. 

What is the biggest marketing mistake that you’re making right now?


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Brad Telker
Vice President, Applied Systems Group at cfm Distributors, Inc.

Brad joined the cfm team in 2006, and now as the Vice President of the Applied Systems Group, he focuses on business development, as well as helping contractors and engineers find creative and unique solutions to any size HVAC project. When he’s not at work, Brad enjoys reading, running and spending time with his family


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