How CEOs Can Avoid Marketing Blunders

By Beth J. Bates, New Media Special Correspondent

Executives make marketing faux pas just like the rest of us. Friends at HubSpot recently let me know that Rebekah Donaldson, a HubSpot customer and B2B marketer, released a new free ebook entitled "Six Marketing Gotchas that CEOs Can Avoid" which sums up how CEOs can keep their marketing blunders in check.

Here is a run-down of the most common marketing challenges:

1. Adopting a solution before analyzing the problem. Just because a tactic has worked in the past doesn't mean that it will work now. Understand the issue and the goal and find a solution that fits.
2. Who to hire? Specialist or generalist? With so many marketing tactics available, it's tough to know who to hire to support your marketing efforts. Take a step back, assess your goals and choose a marketing partner that speaks to your current challenges.
3. "Awareness" is not marketing. Making folks aware of your brand isn't going to turn them into customers. If your marketing is helping your sales staff connect with the right people (i.e., potential, qualified customers), you are doing things right.
4. Stop bugging your customers. No one wants to be interrupted, especially by sales-oriented emails, phone calls and mailers. Push marketing could be hurting your efforts. Instead of forcing yourself on your customers, try attracting them with compelling case studies, workshops and tips.
5. Don't piecemeal your marketing efforts. If you are trying to coordinate your PR firm with your web firm with your marketing consultant, you are spending a lot time in administrative overhead. If you can't use one firm for your collective needs, ensure that your specialists work as a cohesive unit. If necessary, create a process so that the communication flow between these third-party firms is seamless.
6. Avoid cookie cutter marketing plans. Effective marketing plans are cohesive and tailored to the needs and goals of your company. It should include strategies and tactics that meet your company's specific challenges.

To wrap it up, take the time to think about your marketing challenages and create a plan that meets your goals before jumping head first into a solution.

Beth J. Bates consults with Hinge on social media tool selection and strategy and helps its clients find effective ways to leverage these new mediums to meet business goals.