By Judith Lee

Every New Year is a chance to turn the page, get a fresh start, and avoid the mistakes you made in the past. Here are 5 common marketing mistakes you don’t have to make this year.

1. No plan. You know the saying: “He who fails to plan plans to fail.” Take a few minutes to create a six-month marketing plan. It’s okay if the plan is short, just be sure to set goals, estimate expenses and create a budget.

2. No message. If you can’t articulate what you do, how can you expect your clients and prospects to “get” your value? Keep it simple by thinking, “What do I do for my client/customer”, then think a bit more deeply. Express it as a value proposition. Here are some memorable examples: That was easy! / Mmm Mmm Good/ The Few, the Proud, the Marines / All the news that’s fit to print

3. No brand. It’s tempting for small companies to skip the investment in creating a brand, but this is a mistake. A brand makes your business seem bigger, and that’s a subliminal message that you are successful (i.e., better). Here’s what goes into creating your brand:

Logo

Website

Business cards

Photos

Digital presence

Branded clothing

Printed collateral

4. No Frequency. In the old days, marketers and advertisers knew they needed to “touch” their prospect seven times before making a sale. Today’s digital information overload has magnified that; marketers now need to “touch” 32 times before making a sale! You’ll need get most bang for your buck, and that means focusing on your digital presence. Some of the old school “touches” are still affordable, such as a simple business letter, personal networking, hosting workshops or events, sponsoring events, or working with marketing partners.

5. No Execution. Remember, the only type of marketing that doesn’t work at all is marketing that doesn’t get done. Plan realistically for marketing you can execute. If you don’t have the time, find someone who can execute it for you. Along with estimating the cost of marketing, you should also consider the cost of NOT marketing. I conclude with my favorite marketing adage: “Done is better than perfect.”

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Judith Lee is a marketing and communications professional who focuses on social media and email marketing based in Atglen. She is a SCORE Volunteer and the Chair-Elect of the Southern Chester County Chamber of Commerce. She can be reached at 610-368-2058 or via email at judithlee@epix.net.