It’s time to get a little reflective. 2023 is almost over, and we could probably all use a reality check to see how our year went. In particular, to think about which marketing mistakes we made this year. I’ve seen many people – hell, even myself! – fall into some harmful traps when it comes to messaging, creating content and showing up online. 

I’m taking you through the biggest marketing mistakes I noticed so that you can ensure you don’t make them again next year. Let’s dive in and learn how we can make 2024 our best year in business yet.

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Trying to Be Like Someone Else

One of the most common marketing mistakes is trying to do something the way someone else does it. You might get inspired by someone else’s personality traits or style of content. While it’s okay to draw inspiration, it’s crucial to remember that authenticity is key. You can’t pretend to be someone you’re not and expect the same results. Instead, be yourself, find your unique voice and connect with your audience in a way that works for you.

Lack of Planning

It could be said that this year was the year of normal practices not working as well as usual. Live launches aren’t converting like they used to, and when this happens, it can be hard to sit down and make a solid marketing plan. I see some people giving up planning altogether due to unpredictability. However, rather than going into crisis mode, take the time to consider how you can adapt to these changing times. What in your offer could be tweaked to make sure you see better results?

Single-Use Marketing

It’s possible that you spent most of your energy this year on what’s called single-use marketing. This involves creating content that has a short lifespan, such as Instagram Stories or TikToks.  That means an awful lot of your time has been spent creating things from scratch. And when reactive, short form promotion doesn’t go so well, we tend to throw them away and start anew. This means we need new landing pages, sales pages, new emails. Instead, focus on creating evergreen content and systematic marketing approaches. Repurpose content, refine strategies and avoid wasting resources on content that disappears quickly.

Marketing for a Pre-Pandemic World

Thanks to the Covid-19 pandemic, times have changed. And while it seems the world has gone back to business-as-usual, the new normal is drastically different. People don’t want to consume content the way they used to, and the need for community is different. Relying on tactics that worked in previous years may no longer get you the same results. While the fundamental principles of marketing are the same, the execution must adapt to the current landscape. It’s now time to update your strategies to align with the changing preferences and behaviours of your audience.

So, have you made any of these big marketing mistakes this year? If so, you are definitely not alone. The good news is, you don’t have to get it right straight away. Refining, testing and experimenting is the best way to uncover what works best for your business. Not only that, you’ll learn how to serve and engage with your audience in the most effective way.