Is your marketing strategy currently producing dismal results? Are you stuck trying to figure out what you need to do to reach your audience and get them to respond? Sometimes you must take a step back and really assess why a marketing strategy isn’t working. Here are some of the most common things that marketers are missing in building the right business, especially in the digital age.

Not Using an Integrated Marketing Approach

Nowadays, people receive information from multiple channels and platforms. The same person that overlooks your message on Facebook, may catch your email message and take a look at it. You need to keep this in mind and ensure your marketing reaches all channels from social media, email, SMS messaging, smartphone apps, to RSS subscriptions. This will give your marketing the exposure it needs to succeed across all channels.

Not Segmenting Your Customers for a Targeted Message

One big mistake that many marketers make is assuming their audience can be put under one giant box. The reality is, your audience is made up of very different groups. You want to figure out what these groups are and segment them on to separate lists. Once you do this, you’ll be able to create a hyper targeted marketing message that resonates with each individual group and increase your sales dramatically.

Not Having a Unique Selling Proposition

A unique selling proposition communicates the unique benefit of doing business with you. Whether your product is made from the highest quality of material or you’re willing to back everything with a no questions asked guarantee, it’s important that you communicate why potential customers should do business with you. For example, a company that gets cash for phones online might also want to highlight that they sell Macbook computers as well. This helps you stand out amongst your competition and gives potential customers a compelling reason to purchase.

Not Following Up and Building a Relationship

Only a small percentage of prospects turn convert into customers. That’s why it’s important for you to follow up on a consistent basis. And if you are following up, you want avoid being the annoying salesman. Instead, you want to educate, inform, and share valuable content along the way to build a relationship. When you’ve delivered value to prospects, they will become more receptive to your promotions when you do decide to sell.

There is a lot that goes into a marketing campaign. The business world has become more competitive and you need to have a good macro strategy while also fine tuning the small details that make a marketing campaign successful. You need to really dig deep and figure out what aspects of your marketing are not working and put in the effort to fill in those gaps.

Author's Bio: 

Eileen O'Shanassy is a freelance writer and blogger based out of Flagstaff, AZ. She writes on a variety of topics and loves to research and write. She enjoys baking, biking, and kayaking. Check out her Twitter @eileenoshanassy.