Online marketing is a relatively new discipline; there’s some confusion over how best to promote products and services online. Avoiding these mistakes can help you build a powerful presence online.
Failing to update your website
Websites are more than online placeholders; they allow firms to build strong reputations and connect directly with potential clients and convince them of the superiority of their products. Customers facing stale websites are instantly turned off; with no interesting content or information they’ll be straight off to a competitor, and you lose a potential sale. Keep your website regularly up to date with exciting content, new information, industry news and freebies – using a business blog is a great way to do this.
Failing to advertise your website
Setting up a website is only one tiny part of the online marketing package yet many businesses see it as their endgame. Building an attractive website should always be followed by a varied promotion in order to drive relevant users to your site. A combination of campaigns, including pay per click advertising, social media and search engine optimisation may be relevant to your website; ensure you advertise your website and services in the right way to increase the chance of generating leads.
Failing to analyse web metrics
Nowadays conducting market research online is as important as conducting it offline. The rise of highly complex analytical programs, such as Google Analytics, allow firms to track every single visitor that comes to their website on a range of metrics including how long they spent on the site and what pages they looked at. This provides invaluable information on the success of the website; for example, if visitors typically only spent 20 seconds on the product marketing page then it’s likely the content is not engaging enough. Spending a day improving this content may work wonders for generating leads.
Having unrealistic expectations
Online marketing is a long-term process but the rapid, fast-paced nature of internet industry often convinces businesses that they’ll receive returns on their marketing budgets quickly. This is rarely the case with online marketing; building long-lasting and mutually-beneficial relationships with customers in your target demographic takes time and dedication. The same goes for search engine optimisation – an online marketing process that helps drives relevant traffic to your website.
Ignoring the competition
Competitor research can help you outwit your competitors; if you’re making online marketing plans without considering what other market players are doing then you’re planning to fail. Competitors can teach valuable lessons that you can learn quickly from, helping you to avoid mistakes and getting ahead as quickly as possible. By using your competitors to identify the most effective marketing strategies you make the most of your money and work towards the highest ROI.
Being too stiff and corporate
Online marketing is a distinct break from traditional marketing channels and thrives on social interaction. If you do not take the time to engage with your audience in a human way, then they may well switch to a competitor who shows more warmth in their approach. Put the tools and resources in place to engage your online community and make sure you follow through – respond to complaints and questions quickly and keep emails friendly. There’s nothing more attractive to a consumer than buying from a company that truly understands their needs.