We can learn from our mistakes. If we don’t — that would be a big disaster in near future. I just came from problogger where guest writer, John Robinson posted about five mistakes which happening when we are on marketing and it makes us unsuccessful.
Why are there so many unsuccessful websites when others continue to flourish? Much of the reason has to do with poor marketing. This article explains five of the most popular marketing mistakes made by new website owners trying promote themselves. Usually with tight time constraints and even tighter budgets, the margin for error is very slim. Keep these points in mind before starting your next marketing campaign and you’re sure to see much better results.
1. A little of this, a little of that
This mistake is often made by those who want to take on the whole world with a tiny budget. They advertise a little bit on one website, a little bit on another, they try a little bit of email marketing and so on. However, with limited budgets, they only accomplish a small presence in each. To maximize results, narrow your choices and regularly run ads that will get noticed on a constant basis. One known marketing illustration is as follows:
The first time people look at an advertisement, they don’t see it. The second time they look at and ad, they don’t notice it. The third time, they become conscious of the ad’s existence. The fourth time, they vaguely remember seeing the ad somewhere before. The tenth time, they think ’someday I am going to buy that’. The 20th time they see the ad, they finally execute the “call to action”. Establishing a well known presence in just one area will work much better than scattering yourself all over the web.
2. Ignoring statistics
If you’re one of many who dislike mathematics, this can be a hard avenue for you to overcome. However, in any marketing campaign, it is essential that you regularly measure results. Know which aspects of your marketing campaign are working best for you. Where do your visitors come from? How many unique visitors do you receive each day? How many of them are repeat visitors? Which pages on your website are viewed most often? How long does the average visitor stay on your website? On which page do they usually leave your site? What is your conversion rate? Which pages convert the most? Keep a spreadsheet to track this information on a weekly basis, and measure the trends. Doing so will allow you to cut out ineffective marketing efforts and focus more on those that work.
3. Tweaking things that aren’t broken
Here we remember the rule “if it isn’t broke, don’t fix it”. If you have a web page that ranks well in Google and brings you a fairly decent amount of targeted traffic, don’t go modifying the page contents, images and META tags. Doing so will most likely penalize its search engine ranking. Constantly changing other aspects of your website will also confuse your regular readers and make it much more difficult to build up your “branding”. Find something that works for you and stick with it.
4. Jumping the gun
Many website owners make the mistake of pumping out a massive advertising campaign too soon. Don’t take action just to meet a certain date you have in mind. Be sure everything on your website functions properly and is cross-browser compliant. Nothing screams “unprofessional” more than a broken website. If you require more time than anticipated to have your site up and running, you may have to push your planned release date back a while. Correct the kinks, finish your design, and fully test your website’s functionality before inviting everyone to visit.
Browsershots is a free online utility that will allow you to see how your website appears on dozens of different Internet browsers.
5. “Flying solo”
Without a very hefty advertising budget, it will be next to impossible for you to take on the whole world without any help. Build relationships with other website owners and arrange a way for them to help you promote your site or product. Word of mouth continues to rule as the champion of advertising methods. Generate a buzz amongst the online community about what you have to offer by doing something for other site owners in return. With practically every aspect of business, it’s all about who you know. By creating a strong, positive relationship with others, you can help spread the word about what each of you are offering.
The vast majority of us don’t build our website merely as a hobby- we are usually working toward earning some sort of income online. With careful planning and by giving attention to detail, your time and money can be used to the best of its ability, thereby allowing you to gain the highest return possible.
Five Marketing Mistakes to Avoid [via problogger.net]