Video: 3 marketing mistakes every company should avoid

No matter what industry you work in, getting your brand's message heard above the noise isn't easy.

In this episode of Mint Conversations, James and I discuss three common marketing mistakes that impact sales, brand awareness and conversions. 

Video transcript

James
Hi, I'm James from Mint Content.

Amy
I'm Amy from Mint Content, and this week we are going to be talking about some of the most common marketing mistakes companies make and also how to avoid them.

We'll start with one of the biggest mistakes that I see when I work with companies, and that's skimping on content quality.

They make one of two mistakes. The first one is assuming that everybody in their organisation can write, and assigning content development to marketing teams or technical experts.

That's detrimental because while they might be really great at what they do, they are not writers and the quality suffers because of that and when that happens ... It has less impact, the type of content that you create.

The second area where people tend to skimp on, [in addition to] content quality, is that they say, "Well, if we don't have the time or skills to do in house we'll pay someone overseas to do it. Did you know you can get a blog produced for ten dollars in India."

That's a mistake too because with content and marketing you absolutely do get what you pay for.

James
You do. Spending money on Fiverr for somebody who doesn't know the domain or doesn't care to know the problem domain of your customers, it's just throwing money down the drain.

Amy
Yeah, you'll spend more time trying to fix their content, going back and forth with changes or reviewing everything with a fine-toothed comb to make sure the message gets on target because it's usually not.

James
Mm-hmm (affirmative).

Amy
One way that you can avoid skimping on content quality is by working with writers who are familiar with your industry, who understand, first of all, the message that you are trying to communicate and also who understand the customers you are trying to reach.

James
And the ways to reach them too so, all of the stuff that makes great writing. Technique, structure, persuasions, psychology, there's a lot of elements to great writing that is overlooked often when clients try to get the cheapest possible resources to do the work.

Amy
Yes. I think it's also really important is that great content ... When you have great content, you don't have to worry about a lot of other things because your content speaks for your entire brand and that kind of leads into the next thing. The next mistake that people make ...

James
Which is companies spending too much money up front on websites and design when they really should be using that money to invest in really good content and to build a community around their brand and their company.

There are so many creative agencies, there are so many technical solutions that are often in the market and it's very tempting for a customer or a company to think that they'll create an online presence overnight that a customer will really want to engage with if they spend a lot of money on design and a lot of money upfront. That's just not the case.

Customers these days, they don't really respond too well to really flashy design anymore. It's kind of just standard and a lot of the cheap, free templates or ...

Amy
If they get the job done, yeah.

James
Just get the job done, exactly.

Amy
That's the thing, it's a bit easier to excuse ... To overlook bad design than it is to overlook bad copy.

James
Exactly.

Amy
If a reader is on a website that could be better designed but if the words are good, I think that's much more important than having a very sleek, terribly worded website.

James
That's right. A website needs to be good and serviceable and look great but the more custom developmental code that you actually put into the design or to custom development of unique plugins and things like that, the more it's going to be difficult to maintain. 

Again, more money will be spent where that money should really be devoted to developing great content that actually solves a problem for your customer base.

Amy
Yes and as well as generating more leads and being able to nurture those leads with good content. That's stuff that good design can't really do.

James
That's right. That's right. In our third here is on silos within organisations.

Amy
Even if you have the best writers and you are investing money in the content element, both of which are very important, your marketing can still fail if there's no alignment between marketing and your writers and the people who are actually out talking to your customers.

It's really important for anyone in your marketing team to understand the types of conversations that your sales people, that your technical resources, are having with people out in the field because they are the ones who have that really intimate understanding of customer problems, barriers to purchase is another really big one.

When marketers are trying to fill in the blanks and guess what their customer's situation might be, there's very often quite a big misalignment.

When that happens, no matter what type of content you produce, you are going to miss the market, campaigns are going to miss the market, your webinars are going to miss the mark.

James
Because the problems that you might be trying to solve for your customer base may not be the ones that they are actually facing at this present time.

Amy
They may not be actual problems.

James
That's right. You might be offering great value, but if there's no alignment to your customer base, yeah, you are going to have problems.

Amy
You are going to be stuck. you are going to have a hard time.

James
Return on investment will be low. That's probably it from us on the most common mistakes that companies make and basically if you've got those mistakes in mind you can probably avoid most of them. Thanks everyone!

Amy
Good stuff. Thanks for watching!