Wrong Audience
Any Marketer or PR worth his salt knows that different audiences have different values, different problems and ways of thinking, and therefore must be communicated to with that in mind. And since one’s brand/company can cater to multiple and very specific audiences, one’s advertising must also be tailor-made for each audience, respectively.
A general contractor or auto mechanic are not the same audience as a corporate executive, and therefore you would talk to each one differently, within his realm of reality, and seek to address his unique problems, desires, etc. How does one do this? By research, surveying and actually talking to your audience. There is never just advertising to ‘the masses’ it has to be segmented into a group or groups; each having its own advertising campaign.
Wrong Text
It is easy to assume that we know best and don’t need to side-check, research or proof up the text we use in ads, because its ‘obviously’ what the buyer would relate with. Assuming you know how the buyer thinks or what he values is a most fatal flaw in marketing. Another equally fatal flaw would be to have your ad text and imagery so plain that they don’t stand out and are lost in a sea of noise. ‘Banner Blindness’ is real, and one must take steps to make his ads stand out.
Wrong Platform
Different platforms have different ROIs, costs, demographics, capabilities etc. It could very well be that advertising on Facebook or Twitter is more cost-effective than Google Adwords. Doing a campaign in each will reveal to you which works best for your business.
No Landing Page
One of the worst mistakes one can make is to just put out an ad on the web and have it go to your home page. You might as well be having it link to a competitor’s site, for it is a total waste. When a person clicks on your ad (from whatever platform that may be) to learn more he must must must be taken to a custom landing page which is tied in precisely with whatever that ad was talking about. The landing page must be totally relevant, and provide him with all the information he needs. It should also, not allow him to get distracted by other non-related links in your navigation. It should be focused and streamlined toward getting him to make contact, by either phone or email. The landing page can also be bolstered by having a sales video, and a sign up/more info form below.
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