5 Mistakes To Avoid Now For A Great 2023
As we head into the final quarter of the year, here are some mistakes to avoid if you want to end the year strong and kick off a stellar 2023.
Mistake #1: Waiting until the last minute:
There's a popular Chinese proverb that says: “The best time to plant a tree was 20 years ago. The second best time is now.” If you don’t already, you should have meetings scheduled to get your sales and marketing teams aligned around three economic priorities you want your business to achieve in 2023.
They should be economic priorities because without cash flow, a business cannot operate. And there's no point in marketing a business that can't operate.
As a business leader, you should use these meetings to point to the horizon, cast a vision, and let everybody on the team know where the organization is going. Invite them into a story that clearly explains the 'why' surrounding these economic priorities and what happens when they're achieved.
Mistake #2: Unclear or outdated messaging:
Companies that fail to adjust their messaging during uneasy economic times wind up frustrated when their ideal customer chooses their competitors who've communicated clearly about how their plan, products, or services will help their clients survive and maybe even thrive during uncertainty.
Clarify your message and speak directly to the problems relevant to your audience. Giving voice to their concerns and letting them know you have a plan is the quickest way to get them to pay attention to you.
Mistake #3: Lack of a clear call to action
Customers will not take action or move forward when there’s confusion. You have to tell them what to do. If you tell people what you want them to do, they'll do it. It sounds crazy, but it really is that simple.
Practically, this looks like giving them a 3-step plan in your marketing materials. Even if there are 57 steps involved, you can divide the steps into phases based on the outcomes achieved. Spell everything out so your audience know what to expect.
Mistake #4: Inconsistent branding
Brand consistency isn’t about being boring or repetitive with your logo and colors. It’s about creating a cohesive, visual experience for your ideal client profile, no matter where they encounter your brand.
It takes an estimated 5-7 impressions to start creating brand awareness. So if your brand switches things up too often, it interrupts the process of building brand recognition and trust.
Mistake #5: Neglecting the long-game
Most business owners look at the value of marketing strictly in terms of how well it solves the company’s sales and revenue problems. However, marketing is more than that – it’s about building relationships with the right audience over time.
Specifically, it’s about increasing the chances of your company being remembered during specific buying situations. In other words, the job of marketing is not to generate clicks, but to generate memories. – Tyrona (Ty) Heath
Focus on planting seeds to take up more space in the mind of your ideal client. More brain space = easier to recall during a buying situation.
How do you avoid these mistakes?
Start with the end in mind and think of where you want your business to be in Q4 2023. If you're thinking, “there's so much to do, I don't know where to begin", that's OK.
Here’s where I come in: Book a 30-minute clarity call with me.
We’ll use this complimentary call to explore how clarifying your message and elevating your brand can help your brand finish out the year strong and move into next year with the kind of momentum that can't be stopped.
Grab a time with me here.