The campaign is not focused on the right target audience

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This is a more common mistake than you might think. Often, the campaign is not focused on the target audience that most identifies with a product or service.

Frankly speaking, many companies don’t even have a defined persona. This makes it impossible to produce content that speaks to the real needs of the public.

If the content does not address the persona's pain points, does not use their perspective to create desire and does not even adapt its languages ​​and channels to this audience, the campaign will be a failure.

2. Valuing vanity metrics
After social media gained so mexico phone number list much space, we entered the era of engagement.

Apparently, marketing actions are very successful when they generate likes, comments, saves and shares.

However, this is not always true. There is content that generates immense engagement, but does not capture leads or result in sales.

Therefore, the analysis of the strategy must go far beyond the number of followers and their interactions with the company profile.

3. Channels only publish promotional content
That catalog profile, which only publishes products sporadically, does not perform well in any segment.

Although it is possible to win customers in this way in the areas of fashion, food and decoration, the result is still insignificant.

A company's content production needs to generate value for the persona, providing useful information or entertainment — and, if possible, a mix of these two elements.

4. The content is not suitable for the different stages of the funnel
Knowledge about the different stages of the sales funnel and consumer behavior in each of them is essential for the success of the marketing strategy.

This way, the company can create content that meets the persona’s needs throughout the purchasing journey.

Therefore, in the first stage, which is awareness, the blog can provide answers about the causes of a problem that affects you or tips that help solve problems in your daily life.

From this first contact, the person understands that the company offers information that makes life easier or helps them solve problems.

So, given this finding, she may feel willing to provide her data to receive an e-book, an organizing spreadsheet, an action plan, a newsletter…

Once a person becomes a lead, the company continues to nurture and mature this relationship through increasingly in-depth content.

Although they provide useful information, this content shows that the expertise of specialists is essential for a more complete solution.

Throughout this journey, a percentage of leads mature, until, at some point, they choose to contact the company directly.

Therefore, he requests a quote, a proposal, a consultation or another action that may, in fact, result in the purchase of the product or service.

When this sequence is not structured correctly, there is no generation of qualified leads.

Either the company skips steps trying to sell when the person isn't ready yet or it loses the lead to a competitor that has carefully built this process.