In days gone by, marketing took place in a very physical way. Ads were placed on billboards or handed out to potential customers.
Today, we look at the world of marketing entirely differently because of the internet, search and social media.
Online marketing has been on the rise ever since the first banner ads appeared awkwardly above text in the 1990’s. Along the way, marketers have learned quite a bit by trial and error. And of course, you learn the most from your mistakes. Here are some of the biggest ones you should avoid.
Mistake #1: Improperly Targeting Your Niche
Often times, marketers will target a fairly broad audience. Sometimes this is necessary when you start a campaign.
If you continue to narrow and segment your target, you will almost always get better results. You will have fewer people to target, but you can fine tune content around the specific audience. In the end, this increases your chance or interaction while also improving your campaign objectives (ie. improved quantity and quality of lead).
When it comes to online advertising, the broader demographics can often be cheaper per click or impressions. Don’t fall into this trap.
As an example I was paying $.10 a click for a client but changed to a narrow target and it cost over $1 per click. However that narrow target had 3x as many sales and was much more profitable despite the increased cost.
Mistake #2: Not looking at Data
In the past, data wasn’t very useful when it came to marketing. Advertisers would simply produce a print or television ad and let the viewers take it in. They generally knew the viewer or subscriber numbers but calculating ROI was often impossible.
With the ability to use tracking codes, discount codes and other tracking mechanisms, its easy for us to figure out where our customers originate.
Potential customers could find their way to a company through Facebook or Google or they may arrive there through an article from a direct link.
The important thing is to understand where your customers are coming from and what is driving them to you. Then, you will be able to focus your attention on drawing customers from your most popular area.
Just as important, you need to act on this data. You can change the way you post content, identify which topics get the most attention or modify your ad target.
Mistake #3: Not asking for Information
When your visitors show up on your page, it is important for you to attempt to learn more about them.
Regardless of whether they make a purchase now or not, you will want to have this information to fall back on when you are pursuing them with your marketing strategies.
Offering your site visitors a valuable piece of content or a discount is an effective way of gathering their email address and personal information. For other types of businesses it may be more appropriate to offer a contact form.
This is something that is rather simple for them to provide and will help give you the availability to contact them at a later time.
However, make sure you avoid making the mistake of asking for too much information or offering too little in return for it. Online users love to remain private and will be hesitant to provide too much information, especially if they are getting little in return.
Once you have captured their email address, make sure you provide them with ongoing, valuable information that they will enjoy receiving in their inboxes.
Making mistakes is a natural part of life. But, with a little practice and attention, we can avoid making the same mistakes others have already made before us.
Contact us to learn more about how you can make your online marketing strategies strong and effective.