Marketing is effective only when it's executed properly. Your brand is your vision, and it is important that you build it carefully and consciously. An intriguing marketing campaign not only helps you connect with your right audience, but also gets people talking about your brand. However, a developed marketing plan requires a lot of thought and research. And even then, there are very few possibilities of getting things right. Here we highlight a few common mistakes a brand or business must avoid to keep their sales and marketing efforts on track.

1. Universal Approach

Some products do have a true potential global appeal. But, for effective marketing, one must adapt the message for every individual market to ensure maximized impact. A ‘Glocal’ approach is key to the most impactful and effective marketing technique. Always make sure that your brand marketing caters to every local market you want to target.

2. Not Defining The USP Right

A brand’s USP is its Unique Selling Proposition. It helps you stand out in the market from the other brands. It is very important to highlight your USP and tell your audience why your product is unique? This is one of the most effective ways of telling your target customers why you are far better than the others in the market. In simple words, USP is the foundation of your brand, and it must be evident in every single piece of marketing material you use to promote your brand on any platform. Every consumer wants to think that they are getting more value for their money, which is why highlighting your USP throughout your marketing.

3. Looking Out For New Customers

Most of the brands think that if they will reach a thousand more consumers then they can potentially convert them into customers; their marketing campaigns are actually proving to be successful. Here is the real deal- marketing can only bring you 20% of new customers, while 80% of your business runs on repeat customers. So make sure you focus on your existing clientele. If you are not able to cater to your current customer base then you are definitely losing out. Ensure that your marketing campaign successfully re-establishes the faith your current audience has in your business.

4. Not Targeting Your Target

Undoubtedly, Social media is a mecca for businesses to connect with their target audience. If you do not understand who your target audience is, results will be disappointing. A generic or all-inclusive marketing approach is like shooting in the dark. Your social media posts are not going to bring any engagement if your audience, the ones who are potentially interested in your products, does not see them. So, first do effective research to find an attractive audience and strategize a plan that is unique and targets them. Keep evolving with your brand and experiment to see what works the best for your brand to fetch the right engagement.

5. Not Versed With The Trends

Believe it or not, today more and more people rely on technology from shopping to staying connected with their near and dear ones. Therefore, not creating a campaign that is smartphone-friendly can be a costly mistake. It is very important to create a plan around the mobile web to get noticed at the right place and at the right time.

Always remember that success depends on how you design the customer experience. This defines the identity of your brand. Once you have established trust in your brand, you have won half the battle. The key is to be on your toes all the time, be consistent, honest and adapt and evolve as per the needs of the consumers.

The Author is Naina Ruhail, Co-Founder, Vanity Wagon