Articles about marketing do’s are easy to come by. But what about the marketing don’ts? It’s just as important to know what to avoid when strategizing for your brand. So, what are some of the biggest marketing no-nos and what shouldn’t you do?

Toy shopping cart with money in it on a laptop computer

1. Don’t treat all customers the same

Marketing is all about reaching the right people in the right way. Different demographics require different marketing strategies. Whether it’s age range, location, or something else altogether, these identifying factors can help your craft the right messaging in your ads.

But don’t just consider typical demographics. Think also about returning customers versus new customers. A person who has a rewards membership shouldn’t receive a “$10 off your first purchase” pop up, just like a new customer shouldn’t receive a “Thank you for your continued support” email. We live in a time where individualized marketing is essential.

If you’re stuck, start by documenting buying and doing a deep dive into your customer. Understand not only the consideration phase, but also post-purchase behavior

2. Don’t forget to engage with customers

No one wants to be led to a site that hasn’t been updated in months. Or to tag their location at a restaurant that has no social media presence. And they definitely don’t want their questions to go unanswered. So, what’s the solution? Social media engagement.

Social media is a part of daily life. Which means it’s a part of your brand’s toolkit. Use it. Start with hiring a strong social media manager — someone with a grasp on ever-changing trends and platforms, as well as your brand’s voice.

Social media managers have constant access to your consumers, user-created content, and public opinion. The whole point of social media is to connect with other people, so give your brand an opportunity to connect with your customers. That may seem intimidating, but it provides opportunities for growth.

We’ve all seen the witty comments from brands on TikTok or Twitter — like Wendy’s sassy remarks in regards to people eating McDonald’s. And let’s not forget DuoLingo’s full acceptance of their adorable owl mascot turning into a chaotic internet sensation.

And what looks like “fun and games” is actually a smart marketing strategy. They use every opportunity to spread the brand’s tone — whether it’s sarcastic and biting or loving and humble — by responding to customers’ questions, reacting to their feedback, or engaging with them on a human level. This not only creates a positive brand association, but it also leads to general intrigue, word-of-mouth attention, and a growing customer base. All while staying true to your branding.

The more your company is seen replying to comments, messages, or videos, the more your consumers will feel heard. This leads to trust, which equates to brand loyalty. Make your audience feel heard through direct interaction.

3. Don’t forget to use the data you’ve collected

Data isn’t only good for telling you which campaigns and social posts were successful or generated the most clicks. (Although, that is an extremely important aspect of it.) It can also help your brand evolve.

A/B testing and understanding how users are interacting with your content gives you an inside look at what draws your target audience in. It allows you to compare creative concepts, ideas, and mediums. Which ones are your customers most drawn to? What are the common threads? Use your found answers to make the right changes.

Data is only as successful as the team you have to understand, analyze, and interpret it for you. So, have people on your team that can make the most of the data you gather.

In the end, you’ll curate better creative, more successful campaigns, and stronger brand awareness.

Marketing deign papers on a desk

4. Don’t stick to the status quo

Sure, the same old strategy works … for a while. But, do you want your brand to just coast by or do you want to see growth? If your answer is the latter, then you need to take risks. Push your own marketing boundaries.

Start by questioning your current strategy. It’s great to address and evaluate what’s working, but it’s just as important to analyze where you can improve. What changes can you make to meet your customers’ needs? What have consumers said they’ve liked? Disliked? What will make your brand stand out?

Answering these questions — while also using customer feedback as a guide — helps you make calculated risks that pay off.

5. Don’t neglect customers’ needs

We all hate being served ads that serve no purpose to us. So, the last thing you want to do is push your product onto some it’s useless to. Plus, you don’t want to annoy or push away potential audiences. That’s why you need to determine your target audience. And, once you’ve done that, you can hone in on their needs.

Their needs should be at the forefront of your marketing strategy. And if you aren’t sure what those needs are — ask. Or just listen. Take a look at your comments sections, email surveys, or Twitter poll responses. No matter the method, you’ll gain pertinent information. And once all that research is done? Put it to use. Give your customers what they’re asking for.

This doesn’t just create a satisfied consumer base, but a loyal one, too. People don’t want to be heard, they want to be listened to.

Still struggling with the do’s and don’ts of marketing? Expand your expertise by expanding your team with outside support and guidance. MKR has you covered.