If you have been playing around with the idea of using internet marketing to drive your organization’s sales, congratulations! Internet marketing is one of the most affordable, measurable and effective marketing techniques available to businesses today.
However, there is a right and a wrong way to use internet marketing. Here are the 5 most common fails and how to avoid them.
1. Leaping before you look:
In the fast paced world of the internet, technologies and tools are constantly evolving. Almost daily there is a new product or technique that claims it is the greatest thing since sliced bread, so it can be tempting to create a Facebook page, or a Google maps account before you have a well thought out plan as to WHY you are choosing these specific tools.
As boring as it is to hear, and quite frankly, say, having some kind of plan or strategy to reach your target market BEFORE you start will save you time and frustration in the long run. A few things to consider:
• Who is your client base, and where are they hanging out online?
• What are you promoting anyway? You need more to say than just having a sales pitch
• How do you want to be perceived? What do you want people to think when the encounter you online
• What is the end result you are trying to achieve? Have a goal before you start, so you can make sure your actions are all working towards achieving that goal.
2. Poor messaging:
As mentioned above, if you make your internet marketing ALL about you, no one will listen. It’s like the person at the party that talks ON and ON about themselves, without letting you get a word in. Social media sites like Facebook and Twitter are different than traditional marketing in that they encourage a dialogue. Deliver value, ask questions, be personable, but please do not make it all about what you’re selling.
So many small to medium sized businesses fail to commit to their internet marketing, which ends up with an inconsistent effort. By failing to set aside 30 minutes a day to dedicate to their internet marketing activities, they achieve the opposite results that they desire and actually make their company look bad. Set aside 15-30 minutes a day (maybe while you’re eating lunch?) and execute a part of your plan.
4. Lack of knowledge
Do your research or hire someone who knows how to create a strategy for you. By winging it, you will delay your results by months, or even years. By learning what tools to use, how and when before you start you can avoid countless hours of frustration as you wade through the sometimes overwhelming process and always overwhelming selection of tools that is a part of internet marketing.
5. Lack of measurement
No matter what you are doing, or not doing, if you don’t measure your results you’re wasting your time. Figure out what your key performance indicators are and how to measure them regularly and you will ensure a successful Internet Marketing campaign!