Seven Deadly Sins of Online Marketing
You can find the original seven deadly sins in the Bible.
For the online marketing version, we turn to Tiffany Monhollon, an award-winning content, community and social media marketing strategist who is passionate about helping businesses and professionals succeed online.
The first sin is not tracking your online advertising.
“If you’re advertising your small business online, it’s important to track not just the clicks you’re getting to your website or landing page, but also what happens after the click,” Monhollon says in a recent Internet post. “Are customers calling your business, filling out a form, or leaving your page after they click? If you don’t know, how will you know if your advertising is actually working to help your business get more customers?”
The second sin is not locally targeting your online marketing.
“By locally targeting, you can get a better return on your investment and more effectively reach consumers who are looking for local businesses,” she says. “Even if you want to invest some of your online marketing on broader efforts, it’s critical to make sure to include localization as well.”
The third is not claiming your Google Place page.
“A Google Place page is another valuable tool that can help your small business show up in desktop and mobile search to local consumers searching for a business like yours, and it’s free to use,” Monhollon says. “By claiming and optimizing your page, you not only gain more control over what’s listed about your business, you can also gain valuable shelf space on Google for important business keywords in organic search.”
The fourth is failing to optimize your landing page for conversions.
“Do you have a clear call to action directing visitors to perform a specific action, like calling your business or filling out a form?” she says. “Contact your Web developer to talk about changes you could implement to make your website more effective at converting customers, which will boost the effectiveness of your online marketing.”
The fifth is not training staff on lead handling.
“You’re investing a lot in generating leads, and every lead counts. That’s why training all your staff on how to properly answer the phone, respond to a customer request and handle leads is so critical,” Monhollon says.
The sixth is poor customer service.
“Word of mouth is still one of the most powerful influencers on consumers. And in today’s digital world, what your customers say online about how your business treats them is a part of your business Web presence, whether you like it or not,” she says. “If you’re guilty of bad customer service, chances are that this news will spread fast online.”
The seventh, and final, deadly sin of online marketing is letting your online reputation go unchecked.
“Especially if there are unaddressed negative reviews about your business that are ranking well in search engines or gaining a lot of attention on review sites. A negative online reputation can cost you customers,” Monhollon says. “Make sure to conduct a regular online reputation analysis so you can discover the negative and address it while focusing regular efforts on asking happy customers to share reviews about your business.”
Remember, the devil is in the details.
Contact Ted M. Natt Jr. at (910) 693-2474 or email@example.com.
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