The Importance Of Marketing: What NOT To Do When Building Your Strategy
Unless you’ve been living under a rock for the last twenty years, you know the importance of marketing to building a successful brand. You understand the stakes, and how a major marketing fail, like an ill-timed campaign, can be hard to recover from. The awesome thing about digital marketing is that it’s not only effective, but with so many channels to reach your customers you have plenty of room to be creative. There are also plenty of ways to flop. We know there’s a lot to think about, so here’s a quick guide to some digital marketing don’ts.
DON’T Cast A Wide Net
As any angler worth their salt knows, it’s far more difficult to catch fish without the right net… Okay, enough with the fishing metaphors. It boils down to this: Your message resonates more when you address your specific target audience, rather than a broad group. You want to speak to people who are most likely to be interested in your product or service. Your message is just background noise to anyone else, so why waste your time? You can’t argue the effectiveness of targeted advertising. Yes, targeted ads that follow you around the internet are annoying, but they work. It’s like a song that gets stuck in your head, and the only thing that gets it out is clicking that purchase button.
DON'T Ghost Your Customers
Ghosting isn’t just rude–it’s an example of bad marketing, plain and simple. If you’ve managed to get a customer’s phone number or email address, use it! They wouldn’t have handed it over if they didn’t want you to keep in touch. Interact with your prospective and past customers on a regular basis. You don’t have to spam them, but also don’t let too much time pass without any correspondence. It’s all about finding balance. Respect their inbox and build their trust by providing something of value, like an educational blog or a limited-time discount code. Like any business relationship, the importance of digital marketing is using your network.
DON'T Sound Like A Robot
Optimizing your posts and pages with SEO keywords can definitely help you rank well on Google. However, keyword stuffing is a bad marketing example. Not only does repeating the same keyword over and over again make you sound like a robot, but it can actually hurt your SEO in the long-term. Start off by writing your copy for humans first, and don’t be afraid to be conversational–people connect more deeply to something when it seems like there’s a real person behind it. After you’ve finished writing, then go back and add the SEO keywords where they seem to fit the most naturally. Aim for a keyword density of 1-2% and use synonyms or secondary keywords as well. Remember, you want your blog to be readable and enjoyable, not seeming like it was churned out by a machine.
DON'T Let Your Website Grow Dusty
When did you last update your website? If it’s been more than two years, it’s time to dust off those cobwebs. Get with the times! Just like you wouldn’t wear shoulder pads to an interview in 2022 (sorry Mom), you don’t want to present your customer with an outdated or difficult-to-navigate website. They’ll click away before they even have the chance to get to know your brand. Users spend an average of 15 seconds on a website–that’s how long you have to capture their attention and convince them to stay. It’s easier to instantly captivate potential customers by keeping your website and content fresh and up-to-date.
DON'T Forget Your Call To Action
Let’s not forget that above all, the importance of marketing for your brand is achieving the final sale. Not including a call to action is one of the worst examples of bad marketing a brand can make. There’s a way to ask for what you want without being pushy. Leading a customer on without being clear in your intentions is confusing and creepy. It’s like chatting someone up without ever asking them on a date. Steer the relationship in a clear direction, so that the customer has something to accept or reject early on. Use a strong call to action, and keep it consistent across every marketing channel especially cpa marketing. If you can, avoid vague phrases like “learn more” and instead describe exactly how people can purchase your product or get in touch with you.
DON'T Overload Your Customers With Information
Information overload is caused by trying to process excess information while you’re under pressure to make a decision in a short timeframe. This leads to stress, anxiety, and procrastination. For example, let’s say you go to Starbucks to grab a coffee. When you get there, it’s super noisy, with music blasting and people talking over each other and the espresso machine screeching. When you get to the counter, they don’t have regular drip coffee–but they have a hundred different flavored frappuccinos and the barista is trying to tell you about every single option. You’d probably just get frustrated and leave without buying anything.
The same situation goes for your digital marketing channels. Emails, social media, and website copy should be brief and straight to the point. Publish for quality over quantity–meaning, deliver only the most relevant and engaging content that will gently but clearly lead your customers to make a purchasing decision. Your customers don’t necessarily want to read pages of backstory and statistics about why you bake your granola with organic coconut sugar instead of high-fructose corn syrup. Just tell them in the simplest terms how you’re going to solve their problem–they’re hungry, and you’ve got a nutritious and convenient snack for their busy mornings. The importance of marketing is, at its core, providing a solution to a problem.
Your Company Is Awesome. You Deserve Great Marketing.
You know how Nike says, “Just do it”? Well, when it comes to these marketing strategies, just don’t. You’ll thank us later. We know the importance of a digital marketing plan that is effective and delivers results. If you’re struggling with these fatal marketing mistakes or don’t know where to start, KARMA jack can help. You can reach us by phone, email, DM, carrier pigeon, or telepathy–that’s right, we’re beyond the constraints of earthly communication. (Take that, Elon Musk.)