Creating a strong and effective online presence can take a lot of work, focused effort and the right strategy. There’s so much information, and even more misinformation, available online that many are turning to, only to discover after putting countless hours of time and work that the techniques they’re using are ineffective, out-dated or just plain bad. Here are some of the most widely used marketing techniques around, that actually don’t work as advertised.
1. Putting lots of money into advertising, rather than utilizing word of mouth
If you want to get noticed online, you need to advertise, right? After all, readers won’t want to know unless they’re coming to you from a well-placed, well created advert. In fact, that isn’t the case at all. Think about the last post that really made a splash online. Chances are, it became popular because it was being shared around online on social media.
To market effectively, you need to make great content that responds to a want or need that your customers have. If you have engaging content that offers entertainment or solutions, it’s more likely to be shared around by your readers. Getting those shares is worth more than paying for adverts, any day.
2. Posting frequently, rather than posting quality
Everyone’s heard the advice when it comes to blogging or other content creation. ‘Post frequently, as you’ll always have fresh content and keep your readers coming back.’
This is true, up to a point. If you have fresh content that’s of interest to your readers, they’ll keep coming back. However, if you just keep posting for the sake of posting, the quality of what you’re writing will suffer. If you keep churning out samey articles, nobody is going to come back to your site.
Instead, you or your writing service need to concentrate on creating quality, rather than quantity. You’ll update less frequently, but when you do it will be a top tier post you’re sharing with your readers.
3. Stuffing your content with keywords, rather than good information
When you start out, you’re told that SEO is everything. If you want to get spotted online, you need to be using the right keywords. If you don’t, you’ll fall down the search engine listings and no one will be able to find you. This has lead to professional writers stuffing their copy full of keywords, hoping there’s enough to push it up the rankings and get noticed.
The problem with this strategy is that once your article is clicked on, it’ll be dismissed straight away by the reader. It’ll come across as too spammy and not useful to them. If they don’t like it, they won’t act on it and they certainly won’t share it. Instead, use keywords sparingly, keep the right word count and focus more on the quality of your writing.
4. Putting stock into banner ads and hoping for the clicks
Paying for advertising is expensive but worth it, right? If you’ve got banner ads, they’ll show up at the top of the page and entice people into clicking them, surely. In fact, that really isn’t the case. People are almost trained now to ignore the adverts on any page in favour of the content that’s on that domain. No one wants to click adverts because they can’t trust where they’ll lead to.
Also, with the rise of adblocking extensions for most browsers, a lot of people won’t even see your advert. Banner ads are considered garish and uninviting, so it’s time to think of a more natural and interesting way to promote your content.
5. Not understanding how to use your social media
Yes, sharing your content on social media is a great idea. It makes it easier for readers to share it around if they like it. It’s how a lot of viral content starts. However, many companies just jump straight into social media without doing their research. The result is they make posts that are jarring and aren’t relevant to their readership.
Instead, you need to do your research before you start posting. People use Facebook, Instagram and Snapchat differently. Your company may not suit all social media sites. Are you better off posting pictures on Instagram, or sharing informative articles on Facebook? Do the research before you get posting. Remember, proofreading is important too. One typo and your mistake can be broadcast around the world.
6. Spamming your readers with emails
Back in the early days of the Internet, the ‘pay and spray’ approach was popular with email marketing. Marketers would send emails to everyone, with little to no thought about whether the recipient would want or even need their product. The thought was that emails were so easy to send, it was worth it if even a small percentage of people replied.
However, in this day and age you need to be more savvy. If someone receives enough unwanted emails from you, they’re going to mark your communications as junk. Plus, no one’s going to even open your emails unless the subject lime is actually relevant for them. You need to do more research on your market audience, and streamline your email lists. Only email those who will want your product, and you’ll see a much better return. Remember your editing, as quality is what counts.
7. Not nurturing a relationship with prospective leads – just jumping right into selling
Marketing is a two way relationship. When you start talking with prospective leads, nothing can put them off faster than just jumping right into your sales pitch. They want you to show that you care about them as a whole, not just what they can buy from you.
Instead, hire yourself a writing service that can create content that builds that relationship up. Give them ideas and solutions for their everyday problems. Then, when the time is right, you can get into that sales pitch. You have to time it right though, or you’ll lose them forever.
8. Spending money on AdWords, when it’s shown people click on search results more
Paying for AdWords has got to be a good idea, right? After all, they’re sponsored ads by Google. Your site will appear at the top of the search engine listings, so people are sure to click the link. There couldn’t be an easier way to promote your company, right?
Thing is, Google makes it clear that that link is an advert. People’s mistrust of ads will kick in and they won’t click it, as they won’t think it’s relevant to what they’re searching for. Instead, they want something that shows up near the top of the search engine listings when they plug their search term in.
In this case, the only way round it is to write relevant copy that will show up in search results. Think about what your customers may be searching for. You need to write around those topics, and be sure to include them on your site. Use the right keywords and good grammar, sparingly, and there’ll be much more organic links showing up that will get the clicks you need.
These marketing strategies were popular in the past, but the internet is an ever changing place. By adjusting the way you use them, you can rise above the rest of the competition and find your audience.
Author: Gloria Kopp is a web content writer and an elearning consultant from Manville city. She graduated from University of Wyoming and started a career of a creative writer. She works as an editor and a paper writer at Essayroo writing service. Besides, she is a regular contributor to such websites as Resumention, HuffingtonPost, Engadget, etc.
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