At Riley & You, people come to us all the time frustrated and confused about why their online marketing isn’t working. They have created several different social media accounts and paid for programs they have no idea how to use. They heard that online marketing was a MUST for any company hoping to compete in today’s market, but don’t understand why they aren’t seeing the promised revolutionary results.
We wanted to share five common mistakes companies make in their online marketing strategies. Hopefully, this can shed some light on strategies that aren’t working.
1. Your Website Isn’t Mobile Friendly
Your customers are looking at your website in the middle of the carpool line, in the comfort of their own bed, or even in a competitor’s store. In a recent survey, 49% of consumers used a mobile device during the purchase process. At Riley & You, we know how to make your site mobile friendly.
Did you realize that Google prioritizes mobile sites in their search engines? Plus your company will look modern and relevant to a whole new generation. The number of consumers who prefer the in-store shopping experience over the online experience is down to 59% and expected to continue going down. In 2016, 17% of the appliance purchases were made online, which is 7% higher than it was in 2013. This is a trend that isn’t going away.
2. Email SPAM
You’ve heard that email marketing is a vital component to an online marketing campaign, but do you know the difference between spam and a carefully utilized e-newsletter? We believe that you should use every opportunity to put real information and unique insights out into the world.
At Riley & You, we know how to craft newsletter content that your customers will actually want to read. We know just what kind of content you need and how often your customers need it. We also know how to schedule the newsletters so your customers don’t hit the trash button before they even open your email.
3. Self-Promotion with Fake Reviews
You may have experienced or heard about how devastating a negative online review can be, but paying for fake reviews is never a good idea. Fake reviews can cause your company to be removed from certain sites or even flagged as a company that engages in bad practices. This can greatly impact your reputation and may even have legal consequences.
At Riley & You, we agree that online reviews are very important. Having a timely response that effectively and efficiently addresses the issue is key. In fact, with our Reputation and Review Management solution, our team of experts can help you respond to customer feedback, creating pathways for positive reviews online.
4. A Weak Call to Action
Informative content is key, but you can’t turn a shopper into a customer without a call to action. Many companies mistakenly believe that all the customer is looking for is information about the product. In reality, the customer isn’t merely seeking facts. She wants to know how your product or service will make her happier. You need to tell them how in all your online marketing.
You may have a call to action, but it may be very weak. “Call now” or “request a free consultation” provides no reason for the consumer to take action. The final words may be very bland and boring, which means they will be ineffective. We know how to craft call to action statements that don’t sound cheesy or too aggressive.
5. Undervaluing or Ignoring Your Social Media Presence
Simply having all the right social media accounts is not enough. You need to know how to use them, how to deliver valuable content to your audience, and how to engage your audience. We know how to help you use all those accounts to translate into new business. There are many myths about social media, but we know how to help you make the most of social media. It requires time and experience; we have both.
The way we see it, you have no hope of selling someone your product if your marketing gets on their nerves. A strong online marketing campaign is key to growing your business, and mistakes are easy to make, but also easy to avoid if you know what they are. Our experts will develop, monitor, and optimize a strategy that is specific to your business.
