5 Marketing Mistakes You Are Making…Right NowYou’re not a bad marketer. Chances are, you’re a pretty good one. You advertise in places that studies show your audience spends time—both online and offline. You blog. You have a social media presence. You dedicate time to content creation. You do all the things that marketing experts tell you that you should be doing, but even the best marketers might be making these five mistakes. To lead you away from the abyss of marketing failure, we’re here to set you straight on these marketing mistakes.
You Have A Great Website, But You Never Update It
In marketing, nothing stays the same for too long. Neither should your website. This is not to say that you need to do a complete overhaul every six months, but you should move things around, rotate featured content; add some new copy; switch up some design elements. Keeping things fresh lets your visitors know to expect the latest and greatest from you—and making a point of doing it is a nice way to keep your strategy trim too.
You Have a “Contact Us” Box, But You Never Respond to Those Leads
This one is huge. Research shows that 55.3% of top companies don’t respond to web leads, which means that leads are literally throwing themselves at you and you’re letting them slip through your fingers. It’s a shame, because companies that tried to contact potential customers within an hour of receiving a query were nearly seven times as likely to qualify the lead, as those that tried to contact the customer even an hour later—and more than 60 times as likely as companies that waited 24 hours or longer.
Don’t have a “Contact Us” box if you have no intention of actually responding to the people who contact you—it only frustrates the customer and it doesn’t help you at all either. We have particular advice for businesses that struggle with this, in fact.
You’re Blogging, But You’re Not Blogging Enough
If you have blog that you use to talk about thought leadership, new products, etc., that’s great. A blog is an essential part of successful marketing strategy these days and lends itself as a significant chunk of your content marketing. But what many marketing teams don’t realize that 1-2 blogs per week is simply not enough. You can have the greatest blogs in the world, but in order to really maximize the potential that marketing a blog offers, you need to provide a steady stream of content to satisfy your audience. The Internet is a bottomless well of resources and knowledge. If you want your potential customers to remember your name, you need to be in the bucket every time they dip into the well. This means blogging daily, or as close to it as resources allow.
You’re Advertising, But You’re Not Putting Phone Numbers on Your Ads
Of course you’re advertising, but unless you have a strategy that tells you which of those ads are driving phone calls, then you’re wasting your time and your budget. Placing unique call tracking numbers on every single ad helps you measure the success of your advertisements and provides insights into which of those ads are inspiring prospects to pick up the phone.
A double whammy for this particular point: another mistake marketers make in this area is thinking that they only need to put phone numbers on offline ads. Nope. PPC ads are not excluded from this: Google reports that 70% of mobile searchers call a company straight from the PPC ad. Google also reports that users are 6% to 8% more likely to click on PPC ads that contain phone numbers. And even when prospects click on the PPC link to the landing page instead of the phone number, research found that 52% of those people still go on to call the advertiser.
You Know Branding Is Important, But Your Messaging Isn’t Exciting
Branding is one of the most difficult thing for many companies to master. Your brand is what drives customer loyalty: it’s the story you tell that speaks to your audience’s values. If you’re not telling that story, you’re just trying to sell a product…and customers can smell it. Strong brand messaging not only speaks to their values, but it should excite them. In a world in which we are bombarded with advertisements and calls to action, your story, your messaging, needs to stand out and get your customers pumped up. In the daily whirlwind of newsletters and account management and lead gen, it’s easy to forget that you need to excite your customers. And, in turn, it’s easy to forget to be excited. Successful branding needs both.
These aren’t the only mistakes that we as marketers make. Marketing is a machine of constantly spinning cogs and wheels, and any number of things can go wrong—but don’t sweat it. Take it one day at a time, fix what needs fixing, and most importantly…stay excited.
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