It’s amazing how many tips there are for marketing teams. Because technology, the Internet, IoT, mobile and social are all changing at warp speed, marketers must continually change with them. With that being said, it’s pretty easy to find advice on what to do. Hmm… after all, I am one of those people writing tips and advice. This blog is a little different. It talks about some of the things that you need to stay away from. I like to call them, the DON’Ts of Marketing.

DON’T Build A Strategy Without A Holistic View

I see this and hear about it frequently. Consultants working with companies come in and want to show their expertise. What they do is craft what looks like a brilliant marketing strategy, which was probably used by Coca-Cola or some behemoth brand. Then they insist that your company must use it to be effective. What’s missing here is the application of how the strategy can be tactically executed. A brilliant marketing strategy is only brilliant IF it can be executed. Don’t let this happen to you.

DON’T Spend All Your Time Measuring

Let me be clear on this one. Measurement is important, however, 100% of your marketing does not have to be measured 100% of the time. That would cost your marketing department more money than it is prepared to spend. I instead, think about exactly what needs to be measured and why? Once you answer these two questions, you will be able to figure out a plan on what to measure.

DON’T Use Social To Just Blast Out Content

As you probably already know, each special channel caters to a certain type of person. It’s your job to know which social channel works best to reach your customers. Create a social media strategy that is designed to attract your customers. Social media is different than other mediums, so you will have to think about how your content will work best. Don’t just blast out content because it will get lost in the mass media world. Think about what you want to accomplish, who you are posting for, what you want them to do once they read it and where they will go once they click on the link,

DON’T Create A Marketing Campaign Because “You Like It”

Your marketing should be created to elicit a response from your target audience based on the information you know about them. Do not create a marketing campaign because the owners of the company want to produce a unique idea because they thought it was cool. Also, as a marketer, don’t create a campaign just because you like it. Like is subjective, and as the employee, it really doesn’t matter what you like. It does matter if the customer likes it and if it will generate leads for the sales team. is designed to look at digital with an eye into the future using a creative, innovative marketing perspective. We’re a consultative and tactical resource for companies looking to leverage the power of digital, social and content marketing strategies.

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Scott MacFarland

Linkedin |   Huffington Post | Twitter: @scmacfarland


Photo Credit: UnSplash – Joshua Earle


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