Wrath – Poor customer experience
As a business, your standout point should be providing customers with a positive and memorable experience. A satisfied customer can generate positive word of mouth and in some cases become a brand advocate whilst an unsatisfied customer has a higher likelihood of sharing their frustrations on social media. It is estimated that 24% percent of consumers who experience an unsatisfactory service interaction will share their experience through social networks. Forrester Technographics Customer Experience Online Survey
Greed – Trying to be a jack of all trades
Some marketers attempt to please everyone – good marketers know that this is an unrealistic objective. Focus your marketing on profitable groups and work your way outwards. When Facebook was first launched, its founders recognised that there was stiff competition at other universities across America. Instead of attempting to target everyone in a single campaign, they strategically introduced Facebook to campuses close to ones already using a social network. The Flanking Manoeuver ensured that campuses with students who were not members of Facebook would see friends, family and locals using the network and would want to join as well.
Targeted marketing this like allows you to ensure your limited funds are used wisely.
Sloth – Lack of brand consistency
Consistency in your branding is important as it allows customers to easy identify your business. Ensuring you’re using similar branding for campaigns, your social presences and websites will always ensure your customers can find you. SEO can also help your customers find you online – take a look at this infographic to learn more about Search Engine Optimisation.
Pride – Doing the same thing and expecting different results
Think whatever you’re doing is working out for you? That’s fantastic news! But can you do better?
The marketing industry has come a long way over the years – from Google Analytics to Bitly, these days everything online is trackable. Both SQUAWKBOX and SMART allow you to track email opens, bounces and opt-outs to give you an idea of how many people are interested in your communications. By mixing the variety of tools available, you can ensure you’re sending the right message to your online audience.
We’ll be posting a guide on how to interpret results from SQUAWKBOX and SMART in the next few weeks – if you haven’t already, follow us on Twitter and find out when it will be released!
Lust – You’re too in love with your brand.
Opposite of caring too little about your brand, you can be doing too much to your brand too! Keeping consistency in mind, ensure you’re not spreading your brand too thin. Focus on your field – the customers of a chocolate maker will quickly lose sight of the original brand if you are constantly disseminating information about building architecture. By extending your brand too far, it will lose its relevance and you will weaken it in the eyes of existing and potential customers.
Envy – Copying your competitors, instead of finding your point of difference
Instead of copying everything from your competition, find a point of difference that will separate you from them!
Gluttony – Spending money, without measuring your return.
As money would be a limited resource for smaller companies, you should be making every cent count. Every promotion you send, every link you click, every Facebook post and Tweet is trackable, so do it!