The benefits of online marketing are well documented. There are lower costs, expanded customer and client reach, and exceptionally easy data tracking, just to name a few. Problems arise, however, when certain missteps get in the way of the primary functions of this medium. These functions are getting a certain product or service in front of as many eyeballs as possible and generating profit. Here are the most common pitfalls that hinder businesses today: |
One major problem to steer clear of is a lack of focus. Much like any endeavor, if you do not have a clear mission and a plan to achieve that mission, your efforts will probably fail. Trying to do everything on a variety of fronts is a mistake. Instead, pick one direction and pour all of your effort into it. If this option does not work, regroup and try the next one. Keep going through this process until you find an idea that works. When you discover the method that works best, put all of your resources into bringing it to fruition. This will build momentum and excitement.
Once you have online marketing working for you in some form or another, a big mistake that you want to avoid is failing to track the results of your efforts. If you are not keeping track of what is going on with your advertising, then you are "flying blind." Whether your efforts are working or not, this will still hurt your business. If you are needlessly bleeding funds somewhere, you will not know what is causing the problem. If, on the other hand, you are successful in your efforts you won't know what strategy is most effective, so you will not know where to reinvest your time and money. With the technology of today tracking your campaign results is the easiest that it has ever been. There is no reason to be in the dark about the results of your effort.
Success of online marketing is also tied to proper diversification. If you do not diversify, one simple change in the advertising climate can be devastating to your business. This may seem counterintuitive if you are trying to avoid the pitfall of a lack of focus, but the two actually go hand in hand. The key is knowing when to diversify. You do not need to start a variety of projects at once, but rather wait until you find a successful one. Once you have a successful formula in motion, you can attempt to create another one. After all, it is much harder to set the wheels of a project in motion than it is to keep them moving.
Not following up with potential customers is another mistake that you should avoid at all costs. If 100 people visit your website, statistics tell us that only one of those people will buy your product. Without making it possible to follow up with the people that visit your site, you are just throwing away money and opportunity. Instead, offer something valuable for your potential clients' contact information and use that information to follow up with them.
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