Online marketing is constantly evolving, and you have to grow with it to get the most out of your next campaign. Here are my top 5 marketing mistakes that those who are new to online marketing make – and how to fix them.
Mistake 1: Not replying to your customers on social media. Never forget that social media is so much more than just a space for marketing. It’s a 2 way conversation, a place to build ongoing relationships with your customers that keep them coming back.
Fix: Every social media post by a customer deserves a reply, even if it’s a simple thank you.
It can be stressful to see a a customer post a negative comment on social media. Resist the urge to delete it and reply publicly, so all of your customers will see that you’re dedicated to excellent customer service.
Search your @username regularly on all social media. Don’t forget to also search for product names and brand names, as not every consumer talking about your brand online is talking to you. Social Mention is a free tool for monitoring mentions of your brand on social media, and Hootsuite lets you monitor all of your accounts in one place.
Social media mistake 2: Not using analytics to discover what works. As you grow your use of social media, it’s important to know what works and (more importantly) what doesn’t.
Fix: Use Google Analytics, Facebook insights, and other analytics applications to look for visitors who stay on your site the longest. Create a profile for that customer using what they looked at, where they came from and any interaction you’ve had with them online. Once you find what works keep up your analytics monitoring so you can see if anything changes.
Social media mistake 3: Not diversifying your marketing efforts. Just because one approach to online marketing doesn’t work the first time you try it, doesn’t mean you should drop it.
Fix: Keep your online marketing rich by trying a little bit of everything from Facebook ads to search engine marketing. Monitor what works to understand what helps your conversion rate so you know that best sites to push a big campaign, but remember that one of the goals of online marketing is to build brand awareness.
Social media mistake 4: Not creating a consistent online presence. No matter where people find you online they should be certain that the page they are viewing is you!
Fix: Make sure all of your logos, photos and content are current across all of your social profiles. Match your fonts, background colors and other element to your site to help develop an online brand experience.
Social media mistake 5: Not taking advantage of local marketing. Online businesses are still local businesses, so don’t forget to take advantage of opportunities to sell your products in real time.
Use your local contact information on your site to help searchers find you. If you sell your products in stores, a “where to find us” page will tell customers where to watch for your brand.
Create profiles for your company on all of the major local search directories: Google Places, Bing Local, Yahoo Local, Merchant Circle and Yellow Pages, and social media sites. Don’t forget to use search tools like FollowerWonk, to find Twitter users near your location.