Between all the jobs you have to complete and the building materials shortage you’re likely navigating, you have a lot on your plate. It’s easy to overlook things, especially your marketing. Marketing, or promoting your company to get more customers, is an important part of running your business. Consider these common marketing mistakes and learn how to avoid them.

Mistake #1: Not Having a Plan

Not having a plan makes managing your marketing efforts throughout the year difficult. To create a marketing plan, start by evaluating your current initiatives. How much do they cost? Have they had an impact on your sales numbers? These questions can help you determine whether to continue with the same efforts or look for new opportunities. And remember, marketing doesn’t only include ads. It also includes how you use social media, like Facebook, Instagram and LinkedIn.

Establish goals for your marketing. For example, your goal might be to increase awareness of your business or to reach a certain sales goal. Once you know your marketing objectives, you can determine which marketing efforts might help you reach those goals.

Decide on your marketing budget and the timeline for your plan. You don’t want to spend all your money on a single ad, and you want to ensure that potential customers are reminded of your business throughout the year.

Mistake #2: Not Creating a Value Proposition

If you don’t create a value proposition to guide your marketing, it will be hard to stand out from your competitors. A value proposition is a promise of the value your company delivers. Consider these questions:

  • What services do you offer and how do they solve your customers’ problems?
  • How does your business benefit your customers?
  • What differentiates your business from your competitors?
  • Who is your ideal customer?

Use the answers to these questions to create a value proposition that will show potential customers why your company will offer them the best experience, even if another contractor might work quicker or for less. An example of a well-known value proposition is from national retailer Target. “Expect more, pay less” clearly conveys that Target has quality products at low prices. Incorporate your value proposition into any marketing materials you create, like a company website, direct mail postcards or jobsite signs.

Mistake #3: Not Measuring Results

After spending money on ads, how many prospective customers contacted you? If you’re active on social media, how many people are seeing your posts?

If you don’t measure the results of your marketing efforts, you won’t know whether they’ve benefited your business. When possible, compare the amount of money you spent on a tactic against its results to help you gauge your return on investment. Keep track of these results and reference them when you’re creating a marketing plan for the following year.

By avoiding these marketing mistakes, you can make sure that you’re putting your best foot forward when advertising to customers. For more tips, read ABC Supply’s Marketing Your Business eBook.