10 mistakes that will doom a startup’s first marketing campaign

Entrepreneurs have energy and passion, but those vital elements can misfire without clear direction and a purpose-driven plan. Identifying potential pitfalls can help.

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Most new companies (90%) fail within four months—long before they generate profits—and poor marketing is a primary reason.

As you plan your inaugural promotional effort, note these 10 common errors so you can avoid the abyss of failure.

“Let’s drive as many visitors to our website as we possibly can, and we’ll achieve maximum exposure.”

Not so fast.

Key questions remain: Whom would you be targeting? Everyone? That’s too broad a goal for a new company.

If you don’t have a large workforce you should have detailed, specific goals so you can measure success. For example, set your sights on:

Such goals give clear direction and help you assess your campaign. Just be realistic in setting benchmarks: It’s much better to exceed expectations than to be disappointed.

Target the audience segments most likely to purchase your product or service, and tailor your messaging to them.

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