1. Not knowing who your ideal customers are - when you're targeting everyone, you're targeting no one. Know who your ideal customers are to create more relevant messaging that drives more quality leads and higher conversions. 
   
   Resources: 
        Creating Personas 
        Why monitoring your customer acquisition costs (CAC) and how to calculate [VIDEO]
    

2. Ignoring data/analytics - 'Winging it' is not a strategy. As marketers and business owners we have so much data at our finger tips that it would be crazy to not leverage it. We have Google Analytics to show what's working and not working on our website but we can also see signups, email open rates, video views on YouTube, how many times a post has been seen on LinkedIn...and using that data and comparing to previous benchmarks (WoW, MoM, YoY) gives insights to help us navigate toward our business goals while using KPIs as a form of measurement.
   
   Resources: 
        Monthly content calendar with tracking [SPREADSHEET]
   
    

3. Focus on you and your company vs. the customer. The customer is the marketer. It's the new way of marketing. Focus on your ideal customer and the problems they need solved. Incorporate user generated content into your strategy as social proof.
   
   Resources:
        6-Steps to Creating Content for the Customer Journey Guide [PAGE/DOWNLOAD]
        Marketing and the Customer Journey [PODCAST]
        Emotional Triggers in Your Messaging [PODCAST]
    

4. Getting stuck on the original plan and not willing to pivot. Evaluate at various benchmarks in your business to determine if you have flexibility built into your business plan while sticking with your mission and 'why'. The Coronavirus is a great example of how you may have had to pivot in your business.
   
   Resources:
        10 Ways to Tell It's Time To Pivot in Your Business [Business.com ARTICLE]
    

5. Getting caught up in the competition or 'Me Too' mentality. When you focus on someone else and what they're doing, you're always a step behind. And you're not leading your 'why'. Focus on your goals and what makes you unique - YOU!
   
   Resources:
        7 Challenges of Small Businesses (and how to overcome them) [BLOG]

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