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Mike Lieberman, CEO and Chief Revenue ScientistFri, Nov 3, 2017 4 min read

7 Reasons Your Marketing Strategy Is Falling

{}Did you recently put out a brand-new strategy, but it’s not garnering the results you expected? 

Here are seven reasons your marketing strategy isn’t living up to your expectations.

1. You Missed the Target

It’s hard to expect a marketing strategy to work if you’re not attracting the right crowd to begin with. Start by doing your research to get a true grasp of your audience. 

Conduct market research to determine who needs your product or service and who will benefit from it. Your target market consists of the buyers who are most likely to use your product. 

Get up close and personal with your customers’ values, goals, and attitudes to understand how to effectively market to them.

2. It’s Vague and Unclear

If you can’t explain the strategy in laymen’s terms, it’s going to be hard for customers to understand what it is you’re selling them. 

An articulate marketing strategy helps ensure your business is on the right path and knows where it’s going. Well-defined goals beat vague wording and suggestions.

3. You’re Being a Copycat

It’s hard to stand out when your strategy is identical to the other guys. You want to know what your competition is up to in order to set yourself apart from them. However, you shouldn’t follow their exact path.

Your target audience should see something a little different in your business. Find your point of differentiation and incorporate it in your marketing strategy. Whether it’s unmatched care or an interesting backstory, a point of differentiation is the cornerstone of any marketing strategy.

4. You Forgot about Promotion

You might have developed a fantastic strategy, but without promotion, it’ll be difficult to sell. You need a plan for promoting your marketing campaigns.

Consider publishing and engaging on social media, using paid ads, and building an email campaign. You can’t wait for your prospects to discover you; you have to put yourself out there.

5. You Have an Outdated Website

An outdated website is more closely tied to the marketing strategy than you think. Warm leads could quickly turn cold after finding themselves on an outdated website.

Website navigation should feel intuitive. Your website should be attractive. Your webpages should be mobile friendly.

You’re driving customers to your site with your marketing strategy. Make sure your website doesn’t turn them off when they get there.

6. You’re Lacking Sales Alignment

Aligning your sales and marketing team really is a foolproof idea. This integration is necessary for growth and profitability. Both sales and marketing are now involved in finding and nurturing leads, so they should work together.

Consider techniques such as closed loop reporting to improve efficiency, identify and solve problems, and move everyone forward.

Marketers generate leads. Sales people convert them into paying customers. Closely aligning these teams will boost your marketing success.

7. Your Customer Service Is Poor

Shoddy customer service leaves buyers frustrated, and they’ll quickly turn away from your brand—no matter how good your strategy is.

Customer service needs to be in top shape for your strategy to remain successful. Quickly identify customer needs, learn how to fix their problems, and provide the solutions customers expect.

A well-developed strategy includes a consumer care portion that adequately addresses buyer concerns to keep customers happy and eager to come back.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.