Online marketing can be a challenging experience both to novice and experienced users. The rules of engagement used in the real world sometimes may seem not to work, and this can lead the business to engaging damaging marketing activity. The following are few marketing mistakes a business should avoid:
1. Lack of a plan
Just as you would make a plan of how to market products using traditional methods, you have to make a plan for online marketing. Online marketing is a complex field that needs a strategy to use successfully. Businesses that go into it without a comprehensive plan fail to achieve in measurable results. The strategy should be linked to the businesses goals both long term and short term. Furthermore, the plan should be versatile to take into account the changes that are possible in the online setting.
2. Failure to measure online marketing effectiveness
As with any results oriented area of business, you must monitor the strategies that you have employed in order to learn which are effective. Cost effectiveness of a marketing method is measured in terms of the cost as compared to the sales brought in. This is termed the conversion rate. A small business should only use performance based advertising methods if it has to pay for it. These are advertising methods such as Cost per Click CPC advertising where the client is only charged if the advert causes some performance on the part of the intended target. Performance based advertising ensures that the cost of the marketing campaign translates into actual sales. Monitor the sales that result from redirects by placed links or ads on other websites to know whether these methods are working. Use Google Analytics to measure the effectiveness.
3. Failure to use a wide array of online marketing methods to your advantage
The online environment is intended to create freedom for the user, but small companies tend to stick to the tedious traditional marketing methods which can be quite restricted. Online marketing methods are varied; array of possible methods is limitless if you have the strategy and you put it into motion. Traditional online marketing methods that are possible are such as; newsletters, emails, ads placed on your website and other websites. Less orthodox marketing methods are content advertising, online vouchers, and others. The wide array of methods possible for marketing the product means that the small business has access to different customer bases. When used effectively, this diversity creates awareness for business on all streams.
4. Failure to create calls to action
A call to action is a set of instructions that enable the user to get a useful experience from the business website. The website is a marketing tool and therefore should guide the user into making a positive decision. Calls to action, when well placed, invite the viewer to interact with the company on the platform. This is important because passive viewers are unlikely to make any purchases and will usually have low product uptake. Where they are lacking, the viewer will get bored or question the professionalism of the business. An example of one is; would you like to view our gallery?
5. Failure to properly target the adverts or links you use
Links provided within ads direct the user to your website; it is essential that you make the links land on the specific page the user is requesting. It is a terrible mistake to link users to the homepage where the advert offered a specific offer. The user should not have to actively search your website to find your products or offers. Make them easily accessible and visible. Internet traffic is averse to being forced to undertake long searches to find your offers.
An avid blogger, Sandy Pardal leads the team of creative people at WebStartToday, which is a free web builder. Online marketing comes to him as a deep passion. He likes to experiment with websites, track their performances and share his insights with readers.