10 Deadly Marketing
Mistakes That Can Kill Your Online Business
-- by Angela Wu, http://onlinebusinessbasics.com
-- http://www.redtienda.com/english/newsletter117.htm#1Small business
owners sometimes lament over the fact that they
don't have a million-dollar marketing budget.
While we've all thought about how much easier
things would be if we had unlimited funds, it's
still possible to earn a decent profit with the
right marketing plan. Thousands of home business
owners can attest to their success at building a
profitable business on a 'shoestring' budget.
However,
making a few mistakes can just as easily lose you
a nice chunk of cash. Are you making these common
mistakes?
1. Trying
To Market To As Wide An Audience As Possible.
You can't
be everything to everyone, no matter how hard you
try.
Who did
you originally create your product for? Assuming
you did your research and know that there's a
demand for your product, then you also know who
your audience is. Focus your efforts on reaching
these people and showing them how your product or
service will benefit them. Don't worry about
pleasing everyone else.
2.
Focusing Too Much On You Or Your Company.
How many
times have you seen a site that says something
like, "We're an established, 100-year
company listed on the NASDAQ with over 10 billion
dollars in sales, powered by our cutting-edge,
state-of-the-art blah-blah-blah
technology..."
*Yawn*.
So what? As a prospect, I don't care. I want to
know how your product or service is going to
benefit ME.
Focus on
your customer. All the details about you and your
company should be background information, not the
focus of your marketing efforts.
3.
Sticking With A Marketing Strategy That Doesn't
Work.
Don't get
caught up in the idea that 'things will get
better' if you're not seeing results with your
current marketing strategy. If you do the same
things, you can expect the same results. If
you've put in an honest effort and it's simply
not giving you the results you're looking for,
then it's time to try something else.
4.
Changing Or Discarding A Strategy That Works.
It's easy
to feel 'bored' with the same old thing... but if
you have a winning marketing strategy that
consistently gives results, then why change it?
The
desire for 'something new' isn't a good reason to
discard a great strategy. Sure, you can keep
experimenting and testing new methods to see if
you can improve upon your results... but be aware
that your profits may suffer. Be sure to keep
backups of all your marketing materials; if your
new strategy doesn't work, you can always go back
to the old one.
5.
Inconsistent Or No Follow-Ups.
Although
some people buy on impulse, many prefer to think
things over first. There can be any number of
reasons why a prospect doesn't buy right away:
money's tight at the time, they have other
pressing concerns, they were distracted before
they could purchase... whatever the reason, be
sure to follow up with your prospects. You'll be
much more likely to catch them at a time that
they're ready to buy.
6. Taking
A Passive, Rather Than Pro-Active Role.
Sitting
back and waiting for money to fall into your lap
just isn't going to work -- no matter how
'automated' your business is, or how wonderful
your product. Take an active role in marketing
your business... and that includes asking for
referrals. Let your customers know that you'll do
what you can make them happy, and ask them to
pass along your URL to others who may be
interested.
7.
Expecting Prospects To Do Too Much.
Don't you
just hate visiting a site, only to find that you
either have to call for more information, or fill
out a nosy form with lots of personal information
so that the business can call you? Most people
don't want to risk a high-pressure sales call, so
they won't bother.
It's
intrusive and can be time-consuming. Give your
prospect the *option* of getting the information
they want from the web, without having to speak
directly to someone. Your phone number can be
displayed as well, for those who prefer to talk
to you or your staff in person.
That's
not to say that asking for personal information
-- or expecting a phone call -- is inappropriate
for all businesses, of course. But in general, if
you want people to stick around, make it easy for
them.
8.
Assuming That Visitors Know What To Do.
I
remember visiting one particular site not too
long ago. I read the sales pitch and browsed the
site... only to find a telephone number and a
small form with a place for my email address.
Confused, I thought, 'Am I supposed to call to
order? What does the form do? Is it a newsletter
signup box or is it an ordering form? How do I
place an order?'
That site
lost my sale, because there weren't any clear
instructions. Tell your visitors what you would
like them to do, and make the process as simple
as possible.
9. Trying
To Do Everything For Free -- Or Not Enough.
Many
beginners try every free promotion method they
can find. Others think that free promotions are
useless, so they shell out large amounts of cash
on what they believe are "effective"
marketing methods.
* 'Free'
isn't a 'bargain' if you don't get results. *
Throwing money at marketing isn't going to make
your campaign a success.
There are
plenty of excellent free or low-cost methods of
promoting your business, and many methods that
require a larger investment. Both provide
excellent opportunities. The goal is to market
your business using techniques that give you the
largest return for your investment. And if it's
free? So much the better; you'll reap larger
profits!
10.
Basing Your Marketing Plan Solely On Assumptions
Or Advice.
One
common mistake is to do exactly what your
competitors are doing. But just because they're
doing something does not necessarily mean it's
working! You could be copying a failing strategy.
There are
countless marketing tips and many 'gurus'. Each
one can only let you know what has worked for him
or her. However, no matter how many people it's
worked for, there is no guarantee that their
strategies will work for you also. Studying as
much of this material as you can will allow you
to test and develop *your own* effective
strategies -- those that directly bring results
for your particular business.
Test
everything you do. Your customers will 'vote' on
the effectiveness of your marketing by making a
purchase.
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