It’s simple really; the purpose of marketing is to get your equine business seen and heard by the people most likely to buy from you. And it seems the channels available to market your equine business are only increasing – traditional print magazines, live streaming, social media; the options, both physical and digital, are expanding rapidly.
But, in our eagerness to tell anyone who’ll listen, many equine business owners fall into some common traps that can be easily avoided. At times, these marketing mistakes only warrant a small change in direction but, when it counts, a blunder in how you market can have disastrous consequences for your bottomline – losing you trust, respect and even customers.
What are three of the most common marketing mistakes that you should avoid? We share the details to keep you ahead of the herd…
1. Adding Email Addresses to Your Mailing List Without Permission
Now, this is one marketing tactic that’s on our black list. Adding email addresses to your mailing list without strict approval is an annoying turn-off at best and downright spam marketing at worst. We all know how quickly our inboxes are filled up each day and receiving unsolicited emails we didn’t opt into is never welcomed warmly.
Thankfully, our clients are incredibly respectful of the trust they are given when a lead or customer offers their email address. If you want your equine business to remain likeable, or even loveable, then always avoid buying, renting or otherwise acquiring email addresses without permission. Prevention is better than cure and this is one marketing tactic that’s best avoided at all costs.
2. Failing to Measure the Performance of Your Advertising
Advertising is a staple in a well-rounded marketing strategy, and many equine businesses benefit from a blend of print and online advertising throughout the year. However, the truth is no business operates with an infinite marketing budget, which is why it’s so crucial to be sure your advertising is actually working in terms of ROI.
There are many simple ways you can measure performance. Impressions, clickthroughs and conversions are easily measured with platforms like Google Analytics and MailChimp for your online advertisements, banners and emails. Whereas, custom telephone numbers, codewords and website addresses are effective in print. Don’t miss the opportunity to measure and routinely evaluate your marketing.
3. Using Poor Quality Photographs, Images or Graphics
Finally, one of the most common errors is using poor quality photographs and images throughout print and digital marketing. Every instance where your equine business interacts with a potential customer – be it your website, Facebook page or print advertisement – is a chance to make or break that all important first impression.
Attention must be paid to sourcing or acquiring high quality images that show the quality and value of what you sell. Whether you can afford to engage a professional or search outside the box for contra opportunities, your equine business will be rewarded with more enquiries and more sales. Quality photographs assure your potential customers of a quality product or service for their horses, stables and businesses.
Looking for some outside support? Don’t wait for success, create it — with the experts in equine marketing, Archer Creative. To learn more about how we can help you exceed your growth goals, call us on 1300 077 126 or visit www.archercreative.net.au.