There’s a lot that goes into online marketing, including: blogging, social media, content syndication, search engine marketing, infographics, videos, images, and more. That’s certainly not a short list and each takes time and careful attention to get it right and to make it worthwhile.
It’s not easy to stand-out on the web, but, if you are in a niche, you do have an advantage. Regardless of your industry, your brand must be seen as trustworthy. That means providing the information being sought by consumers and doing so without a big sales pitch. Of course, the task is complicated by new search algorithms and signal tweaks–just keeping-up with those is difficult enough.
Online Marketing Mistakes to Avoid
What compounds the problems many businesses face is not being aware of when running afoul of good practices. Okay, so you know your website needs to be fast and provide answers to the most frequently asked questions. You also know that it’s imperative to keep your blog updated, not only for search engine optimization purposes, but also to reassure visitors that you’re committed.
Consider how you are getting your message across. Is your blog full of big chunks of unwieldy text? Or are you writing snappy pieces with images, videos and audio to tell your story with personality, empathy and utility? Do you see your blog as merely a task? Or do you see it for what it is: an inherently rich opportunity to connect with customers in exciting and unprecedented ways? —Entrepreneur.com
In addition to these, you know you’ve got to be active on social media and that syndicating content, or, offering content to publishers has real value. While this is true, it’s equally true you don’t get more from doing more. In fact, there are instances when doing more delivers a diminishing rate of return. Here are a few things that you ought to avoid in your online marketing:
- Posting on every possible social media platform. This is an exercise in futility, and, it’s one that is quite common. You ought to be posting where it makes the most sense. For instance, if you’re in the insurance industry, financial planning, or practicing law, Pinterest and Instagram aren’t going to do much. Google Plus, Facebook, and, LinkedIn are far more conducive.
- Believing a blog will magically drive traffic. While it’s absolutely necessary to have a blog and publish content regularly, that alone will not be sufficient to drive traffic. That’s where social media and in-person networking comes into play. When you do post new content, share it on social media, then, share it again, highlighting a key fact or statistic.
- Publishing material just to be active. Activity doesn’t equal capturing attention online. In fact, do this too much and those who are familiar with your brand will, at some point, not pay any attention at all. Unless you’re in the journalism business, covering different topics, constant activity isn’t necessary and can be harmful to your brand.
- Ignoring measurable data. You probably know the search engines compile and display data about your website and that social media platforms do the same. If you’re not looking at this, you’re doing yourself a huge disservice. Knowing this allows you to layout a plan and gives you the whole picture.
Another common mistake to be immersed in online marketing but not offline. The most successful in business network, volunteer, and build genuine personal relationships. Do the same and be sincere and you’ll definitely see results.
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