Is your brand turning prospects off?

The 5 most common marketing mistakes small businesses make.

Far from being just a logo and business cards, your brand should at the minimum:

• Convey what you do at a glance

• Appeal to your target audience

• Communicate your key differentiation point.

Simply, it means portraying your business consistently and in a way that creates desire with your target market, in each possible way a prospect could encounter your business.

Common elements of your brand could include:

• Your logo

• Your business cards

• Your website

• Your social media presence if you have one

• Your voicemail greeting

• Store signage

• Stationary

• Employee attitudes

Each of these elements will either contribute to your brand or take away from it. Think about what problem you’re solving for your customer, and what makes you different then strive to incorporate this message into all your marketing materials.

Don’t know where to start? Here are the 5 most common marketing mistakes small businesses make:

1. Non- branded email address.

a. If you have your own domain name (@yourcompany.com) there is no reason you should still be using a gmail, hotmail or yahoo account. Call your hosting company and get This e-mail address is being protected from spambots. You need JavaScript enabled to view it set up. Not only do you look amateur- you’re missing out an opportunity to promote your website

2. A generic voicemail greeting.

a. Take advantage of your captive audience! When a prospect is waiting to leave you a message, they are forced to listen to your greeting. Instead of the same, tired old message why not think of something creative? Bonus points if you can fit in what problem you solve for your customers AND your website address.

3. Generic business cards.

a. Business cards are routinely thrown out. Don’t let yours meet the same fate at the hands of a prospect. Why not add a “Call to action” on your card. Ask your prospect to Redeem this for a discount, Scan this QR code, or Get a free e-book by going to my website. All of these offers increase the odds your prospect will get in touch with you.

4. Hard to navigate website.

a. Make sure at the minimum that you have a menu at the top or side. Ensure the font is consistent through-out and easy to read. No italics or fancy fonts please.  Don’t make your prospects dig for your contact information either- it sends the message that you will be hard to do business with, and many prospects won’t even bother.

5. Inconsistent Marketing.

a. Your company should use the same colors, fonts, images and tone across all marketing elements. You only get one chance to make a first impression- don’t make it a confusing or inconsistent one. Inconsistency send an unprofessional message and turns prospects off.

This is the third post out of four to help you hit your sales goals in 2012.

To achieve sales like you’ve never achieved before, it’s going to take some work building a solid foundation.

So far this month we’ve discussed have your target offering, target audience and unique selling proposition. Missed these posts?

->uncovering the hidden profits in your business

->  why should anyone should buy from  you

I’d love to hear your biggest branding challenge- Tell me in the comments below.

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