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Top 6 Marketing Mistakes to Avoid

The number of mistakes that can be made in marketing (especially online marketing) is endless. This blog post will focus on some of the biggest marketing mistakes that you’ll want to avoid at all costs. Some of these mistakes can be applied to any kind of online marketing; others relate to common and specific methods (like email marketing), and so they deserve mention on this list.

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Just knowing about all of these mistakes should put you in a great position as an online marketer. Here are the top 6 online marketing mistakes recommended by Salt Rank that you can’t afford to make.

1. Not Having a USP

A USP is a unique selling proposition. This is what sets you apart from your competition. Ideally, it should be just one statement, and in that statement, you explain the benefits of your product for your target audience.

The key is that these benefits should be unique to your product only, thus giving you the edge over your competition. Here are some questions to ask to help create your USP:

  • Can your product solve a problem that no other competitor has solved yet?

  • Does your product offer superior quality at an unbeatable price?

  • Does your product or service offer customers a specific lifestyle?

  • Does your product incorporate materials and resources in a better way? For example, is your product more eco-friendly than the competition?

The competition is fierce online. Your target audience is being bombarded with several different marketing messages, and without a USP, your message is likely to be lost.

USP is critical in every aspect of your marketing. Before implementing any kind of new online marketing strategy, you should think about how your USP can fit into it. That way, prospects will know why they need your product so that they will become customers.

2. Using Black Hat Tactics

This kind of clickbait is all too common: “Rank in the top 10 of Google, guaranteed!” Even though this is an obvious scam to anyone who has a clue about SEO, marketers, and business owners who desperately want to get traffic to their website might be willing to take them up on this offer. And after all, who doesn’t love a quick fix?

However, be wary. While our web design services company is reputable, many other companies aren’t, and will promise instant results.

The companies that aren’t outright lying about achieving instant results (and many of them do) might be able to do it for you using “black hat” techniques. Black hat strategies are implemented to “trick” a search engine into giving your website a rank that it doesn’t deserve for specific keywords.

By taking them up on this offer, you might experience a short burst of new traffic, but you’ll be playing a dangerous game. Google invests a ton of money for catching cheaters, and the penalties for cheating are not small either. If you get penalized by Google (or worse – outright banned), you’ll find that this is extremely hard to fix and will also permanently damage your website’s reputation and marketing efforts.

Have we convinced you yet? Avoid black hat SEO at all costs and stick to “white hat” SEO strategies to help your website rank higher. Doing it the right way will take more time and cost more money, but it’s a safe bet for long term success.

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3. Ignoring the 80/20 Rule

You’ve almost certainly heard of this rule before. 80% of your success comes from 20% of your efforts. But have you ever thought about how that principle can apply to your marketing efforts?

In the context of marketing, this rule means that 80% of your success will be the result of providing value to your target audience, and 20% of it will be the result of your promotional materials. This balance will ensure that your customers are engaged and ready to buy when the time comes.

If you flip that balance around, though, you’ll repel potential customers instead of attracting them. Remember, forming long term relationships with customers is critical in online marketing.

4. Trying to Market to Everyone

This is perhaps the biggest rookie marketing mistake, but this mistake goes even further.

Too many companies mistakenly focus too much on the total number of visitors instead of analyzing the types of visitors they’re attracting. Consequently, these companies double down on their efforts to attract more visitors and end up wasting money because not enough of these visitors convert into customers.

Instead, you should focus on marketing to a niche. That way, you can attract the right kind of visitors. You’ll know who the right kinds of visitors are once you create your company’s Buyer Personas. These personas should be based on your most high-value customers. 

5. Focusing Your Email Marketing on Promotional Efforts

Once upon a time, email marketing was only used for promotion and advertising. However, any professional email marketer these days realizes that engaging with and building trust with prospects is essential for getting customers, as well as retaining previous customers.

Not following this advice can severely harm your online business. Not only will you turn off your subscribers and potential customers (remember the 80/20 rule), but you can also get spam complaints.

6. Neglecting Repeat Customers

Neglecting existing customers in the pursuit of new ones is a common marketing error. However, it’s not one that you should make. Consider the fact that it’s 5 times more expensive to market to new customers than it is to existing ones, on average.

Why is it easier to market for existing customers? Because your marketing funnel for existing buyers will be smaller than for newer buyers since they’ve already bought from you before.

Try to split your marketing efforts 50/50 into retaining repeat customers as you do for acquiring new ones.

Conclusion

No matter how well you plan things out, marketing mistakes will still happen. If you experience sub-optimal results from your marketing, don’t dismiss them outright – instead, reflect on what could have gone wrong. Continuous improvement is the name of the game. If you’re struggling with marketing, try to understand the needs of your customers better. You might see things start to turn around! 

7 Reasons to Get Involved With eCommerce

Whether you have a lot of money to invest or you only have a small budget,  eCommerce can be a potential opportunity for you. Even if you’re just a beginner, there are many online tools and resources out there that can help you. A digital marketing firm such as Salt Rank can provide a solution..

Here are 7 reasons why you might want to consider starting an eCommerce business.

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1. Worldwide eCommerce Growth Is Expected to Go Up

2018 and 2019 saw huge growth in eCommerce worldwide and in the US. When choosing a segment of the eCommerce market to focus on, start by looking at the trends. Move into a growing market whenever possible. The numbers show that eCommerce is a valid possibility for new and existing entrepreneurs.

2. More Visibility and a Global Reach

With brick and mortar businesses, location is key. This saying is true because of the huge difference that a good location can make in obtaining sales. When it comes to eCommerce, your domain name is your storefront, and it can be seen by a global audience. That is the possibility offered by eCommerce. You only need one storefront, not several, to be seen by people worldwide.

In fact, in this new global economy, we see a phenomenon that hasn’t been noticed before– the pop up shop. It’s where someone carries nothing more than a few of their products, a tablet, and a card reader for taking orders. They meet their customers in person, and they don’t have to worry about violating any laws or regulations while operating their “store.” This way they can also be in several high visibility places at once (parks, prominent street corners, subway stations, etc.).

The above is only made possible by new and emerging technologies. Speaking of which…

3. Evolving Technology

Technology continues to innovate and improve on the eCommerce front, with new apps and payment systems emerging regularly. There’s also Blockchain technology, which can allow you to secure even more different types of payments.

Focusing on technology in the business world is likely the best way to reach success with an online business today. Thankfully the cost of many essential aspects of a business (video conferencing, collaboration tools, etc.) is going down, which makes it easier to conduct business internationally as well. Paying for flights to meet customers is no longer a requirement, nor do you even have to leave your home. Improvements in technology make it all possible to run everything from your personal computer.

4. User-Friendly Seller Platforms are Available

It’s relatively simple to get started in eCommerce. However, the hard part and where many people fail is in getting set up with a product (we’ll discuss that more below). The set up is easier now than it ever was. That doesn’t mean it’s a complete walk in the park or free, but nevertheless, there are many low-cost eCommerce tools that are available: marketing automation, SEO tools, user-friendly selling platforms, etc.

As we said, the hardest part of setting up an eCommerce business is the product aspect. What are you going to sell? The advice commonly given is that you should choose a product you’re passionate about – something that you’ve used yourself and can recommend to others. That passion will also be helpful in creating relationships with distributors or with someone who can be your product source. And finally, that passion will help motivate you to keep going as you build your business. The motivation to help others by recommending them a product you’ve happily used can be quite effective for some people who lack the motivation to succeed.

5. eCommerce is Going Mainstream

Eighty percent of people online have made an online purchase. That number is expected to grow. To succeed as an eCommerce business, you must create trust and credibility in your business. Some ways you can do this include

·         making your website attractive and easy to navigate

·         creating helpful and valuable content for your customers

·         showing customer testimonials

You must keep faith that if you commit to improving trust between your business and your customers, eventually, you’ll have a loyal following of people.

While eCommerce is becoming more and more mainstream, trust is still a key part of running a successful eCommerce business. Also, many people are still cautious shoppers and highly value their privacy and security.

6. The Little Guys are Getting Noticed 

You might think that you can’t compete with huge giants like Amazon and eBay, but this isn’t always true anymore. If you choose the right product niche and sell good quality products, it’s still possible to run a successful business. The reason why is that there is more information out there than ever before about the different products and services that are being sold online. In other words, thanks to bloggers and social media, people are beginning to notice the “little guys.” This is all thanks to the internet. Now, the rest is just simple math – the more clicks you get from interested people, the more likely you are to get sales. This is a big deal especially for someone on a tight budget who is trying to get their business off the ground.

7. Content Marketing Can Bring More eCommerce Sales Long-Term

Reducing friction during the buying process is important for maximizing your sales potential. Abandoned shopping carts are a common occurrence in the eCommerce world. You’ll have to be committed to improving your marketing funnel.

Technology also comes to the rescue here with retargeting apps and tools (like CartHook) that can help bring back customers who get lost in the woods before they disappear forever.

Content marketing is also a method of maximizing sales in the long term. By creating relevant and valuable content for your online following, you can then have them opt-in as email subscribes. And once you have an email list, you can then notify them about sales, promos, and discounts that you’re planning to do.

Let’s talk about your business

Please let us know how we can help your business. You can shoot us an email, call us, or connect with us via Social Media.