Sometimes in the world of online marketing for small business, what you don’t do is just as important as what you choose to do. Such is the case with many of your promotions, be it email or content. To help ensure you are getting the highest return, here are five common small business marketing mistakes everyone should avoid:
#1 - No SEO Strategy
When you’re under the gun to publish your latest product on your website or are trying to get that blog post scheduled for the day, the thought of taking the extra five minutes to research a keyword and make sure you’re incorporating it effectively just seems like too long. Don’t worry, you’re not alone. Even I occasionally take the easy path.
Regardless, I’ll be the first to admit this is very WRONG! At the end of the day it’s best to take the time to do it right the first time. Why? Because it will take far longer to go back and fix the mistakes after the fact. It will also hurt you in the long run — think of all the increased traffic you’ll get if you start on the right foot instead of trying to recoup your losses after the fact. And if you don’t fix it, that post will eventually hurt you more than it will help you. That’s because smart search engines recognize pages that aren’t optimized and will hold it against you when ranking your website. So take the extra five minutes to optimize your post for SEO before you hit publish; you’ll thank yourself in the long run.
#2 - Not Marketing your Content Enough
There is a very common phrase “if you build it, they will come.” For online content, the opposite is true. We now have an infinite amount of space to hold data and information. Even if you write the best information and correctly categorize it with keywords, if you don’t tell people it’s there it will be very hard for them to find it.
Not promoting your content (or offer) enough is one of the most common marketing mistakes small businesses make. Make sure you promoting your content, and do it often. Don’t worry about repetition — in the online world that is actually best. To give your content a chance you need to make sure you’re putting it in a place people will find it.
#3 - Unclear/Complex Message
The more simple your overall message, the more effective it will be. With people’s short attention spans, complex messaging is not the answer. Too often, marketers try to give their overall message all the bells, whistles, AND icing.
Before you hit “send,” just stop. If you have the time, walk away and return to the message later so you can review it with fresh eyes. In most cases, marketers creating their campaign wear rose-colored glasses and can’t see the complexities behind the offer.
Asking yourself if the message is clear, or even having a co-worker look at the full message for clarity is always advised. And if there is any doubt about whether your campaign is confusing, chances are it is.
#4 - No CTA
Even the most savvy marketer is guilty of this at times. You’ve gone through all the trouble to make sure you have a clean offer that has engaging imagery. But you’ve failed to create that very clear action you want your audience to take.
In the same form, if you CTA isn’t clear and glaring, it’s lost on your audience. So at the end of the day, make sure the action is clear, within eyesight, and easily noticeable by your audience.
#5 - No Analysis
Some marketers will follow all four of the above-mentioned tips and then never think about the campaign again. They go along with their daily grind without ever looking to see if all the hard work they put into the campaign paid off.
Wrong, wrong, this is so wrong.
It’s no secret that I love analytics and the information you can glean from them. However, the case remains that if you never look back to see what is working, or more importantly what is not working, how can you improve your marketing strategy? If you’re not analyzing the results, how can you make sure you’re not repeating the same mistakes over and over? The answer to both of these questions is you can’t, and you’ll hurt yourself in the long-term because of it.
Take the time to analyze your important KPIs (key performance indicators) so you can improve your communication, message, and performance. Over the long term this will help you grow your business more than you could imagine.
What other mistakes do you try to avoid? Share below in the comments!