It’s true to say that marketing your business online can be an incredibly difficult road to navigate. It’s not as easy as some people might think to get the level of interest most business owners are looking for online. There are a lot of hoops that you will need to jump through and a few problems that could crop up.
The biggest mistake that business owners make about marketing online is thinking that it’s simple. When in fact, of course, it isn’t. As a matter of fact, marketing offline is probably simpler to setup than an online campaign. If you want to market your business offline, you just need to set up a few billboards around your business. Print off some flyers and hand them out to people who are passing your shop or company. You’ll also probably focus quite a lot of energy on making sure that the outside of your business looks attractive. But when you market a business online things are ever so slightly different.
You will still need to make your business attractive, but this time, you need to think about the site. You also need to consider the different tools businesses are using to generate interest online. These days, it extends far beyond the boundaries of typical SEO techniques. Then there’s the small but significant issue of competition. The competition that you face online is nothing compared to the sea of companies that you’ll need to beat to get interest online.
Of course, thinking that online marketing is simple is just one of the mistakes business owners make. Here are a few other blunders you’ll need to avoid.
Putting Quantity Over Quality
It’s easy to assume that putting as much content online will help you gain a larger audience and improve your chances of making greater profits. But usually, this isn’t how the online world works. Indeed, it’s true to say that if you produce poor quality content online then it will have the opposite effect. You can look at it this way, is it better to have ten sites running or one? It’s probably better to have one main site and focus all your marketing efforts on it. If you do this, you have multiple sites you will confuse customers and most likely struggle to keep a high level of quality. Trying to keep one site functioning effectively will probably be stressful enough without adding nine more to the mix. You also need to think about the content that you’re adding to social media and your site. Again, it needs to be created to an exceptionally high quality. This is why you should always be careful about outsourcing this type of marketing. It could lead to customers developing a poor opinion of your business.
At the very least if content is poor you will struggle to attract backlinks and add leads for your business. Lacking both of these could ultimately lead to the failure of your company.
Failing To Engage
You must make sure that you are engaging with customers as much as possible online. It is crucial that they feel connected to your company in a way that they don’t with other businesses. Ideally, they should want to buy from you because they feel like you have a USP. You’re offering something that no other business can give you on the market. In this case, that would be a positive connection. Engaging with customers is about making them feel both wanted and respected. You need them to understand that they are a vital part of your business model. You need them as much as they need you and you should demonstrate this. Ask them how your company could improve and what changes they would like to see. Do this, and you will be able to develop loyalty within your customer base. This means that they will choose you no matter what the competition may or may not be offering.
There are many business owners who get this form of connection completely wrong online. You don’t want to be one of these individuals. Usually, this is because they don’t start with the right tone through their marketing materials. You need to be friendly and open while still looking like a professional business. It’s a difficult tone to achieve, but once you do, you’ll see customers are eager to connect with you.
If you struggle to engage, you may want to hire a social media expert. With a skilled social media agency, you can guarantee you create that connection with consumers.
We have already mentioned the danger of simplification when thinking about online marketing. It is quite common for business owners to think of SEO in basic terms. More often than not, they consider it to be about keywords and links. While this is still a major part of SEO and used by almost every SEO agency, it is not the only concept that you need to be aware of. You need to think about other forms as well. This is particularly important in a time when SEO is becoming more scrutinized. Link building is the perfect example of this. In the past, if you were building links on your site, you just needed to make sure that you didn’t stuff the page with them. Now you need to think about their positioning on the page and whether they fit in neatly with the content being used.
These days it’s important to realize that everything from social media to forum usage could ultimately build SEO. Although it’s quite typical to have to work if you want to see the results. For instance, one of the best ways to build SEO and expand your reach is through guest posting. Naturally, this is a little more difficult than adding a few links to each page on a site.
As you can see, there are numerous mistakes you could make with regards to online marketing. But the main focus should be to make sure that you don’t underestimate the complexities. Online marketing isn’t simple. If it was, marketing wouldn’t be the massive multi-billion dollar industry that is is today.