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Most of the online business advice out there is telling you what you should do. But I’ve found it equally, if not more valuable, to ask online marketing consultants what I shouldn’t do in my efforts to grow my online business.
- What are the worst investments of time they ever made?
- Where should I focus my time?
- What should I avoid?
You can learn a lot from hearing battle-hardened online marketing consultants tell you tales of all the times they screwed up and paid dearly for it. The first step is to identify the areas you’re weak within your own marketing.
Once you identify these problems, you can work to fix them. And once you fix them, you can make more of the money that could and should be yours.
Mistake #1 Lack of Focus
A common mistake in niche marketing is not developing and maintaining a consistent and tight focus on your niche. You need to hone in on your best prospects: that core group most likely to become long-term customers. Sure, your market consists of a much larger group, but who do you really want to appeal to? What narrower group do you focus your marketing efforts on? Everyone in your market could be your customer, but only a small percentage of them WILL BE. Focus on those prospects.
Mistake #2 Lack of Urgency
Before you can create an enticement that stimulates people to take action, you must first identify their hot-button triggers. I invite you to read, “6 Ways To Uncover Hot-Button Triggers” for more on this.
Most business owners have been misled by image-based marketing, which is designed only to keep your name out there. Brand awareness is too vague to work for small businesses. You must be specific: “Here’s my best offer today and only today, and here’s what you’ll get when you order right now.”
One of the worst mistakes you can make is to fail to give prospects a specific call to action, something you want them to do immediately. After all, why should they respond at all, without a compelling reason to do so?
Mistake #3 Video Marketing
Another common issue is not utilizing the power of video in all of your marketing. Video is the greatest marketing tool at your disposal however, there are different ways to use it depending on your desired objective.
- Sales Video focusing on a particular product, service or running promotion. Create this one first to drive traffic and sales.
- Animated video gives an overview of a product and then sends a viewer to a landing page.
- Educational video, this is an opportunity to highlight your knowledge and expertise in your niche.
- Inspiration video where you create a story around your brand or business that inspires viewers to look at your business differently.
- Video testimonials.
Mistake #4 Not Utilizing Your Testimonials
Use those testimonials! Not using testimonials aggressively enough in your marketing. In most cases, what other people say about you is much more convincing to a prospect than what you say about yourself. They expect you to toot your own horn, but they’ll only pay attention when someone else does it.
Social media is such a huge influence these days. Word of mouth is very valuable if you can harness it for your benefit. That’s why social media is such a huge influence these days. Word of mouth is very valuable if you can harness it for your benefit.
Gather and use as many testimonials as possible. The best testimonials are on video! Do whatever you can to convince your best clients to provide you with a quick 2-minute video testimonial.
Mistake #5 Lack of Tracking
Failing to measure the results of your marketing is another biggie. Every single dollar should be accountable, so you know what works and what doesn’t. Don’t just throw a bunch of things out there without a way to track the results.
When you know one type of promotion is working like crazy, and another is going over like a lead balloon, you can cut the latter and focus on the former. Have identifiers for each kind of result that comes in. Track everything!
Mistake #6 Little To Know Customer Follow-up
Falling short of follow up with your prospects, or not following up nearly enough. Most small business owners aren’t good in this area at all. They give up on their prospects way too soon. To follow up well, you’ve got to start with your list of prospects.
Make sure your list has enough qualified prospects who have opted-in or purchased your entry-level product, just commit to following up with a vengeance, consistently reminding them that they haven’t yet done business with you, or that they haven’t taken this or that upgrade offer yet. Keep your best offers in front of them on a regular basis, and it will pay off in sales.
Mistake #7: Falling Short In Your Advertising
Trying to be cute and funny in your advertising. Forget the clever, image-based ads that work only for huge corporations like Pepsi, Doritos, or Samsung. They generally lack any kind of direct response message. They’re just meant to get people to remember the brand name, so that when they think about a specific type of product, they think of that brand first.
For most small business owners, you’re better served by using direct-response marketing that’s specific, to the point, and asks them to take a specific action as quickly as possible.
Mistake #8: Using Bad Sales Copy In Your Marketing
The right words are important, and you have to develop (or buy) good copywriting skills. You must have a basic understanding of copywriting to be able to write ads that compel people to take the actions you want them to take. The time and money you spend learning this skill can be one of the best investments you’ll ever make.
Mistake #9: Spreading Yourself Too Thin
Yes, building multiple streams of income help you survive if one or more dries up. However, taking on too much too soon dilutes your overall efforts.
Focus on one marketing strategy, and/or one traffic generating method at a time. You need time to work out all the kinks and get it working to perfection.
Learn all you can, become the expert and once you’ve got it humming along consistently, then you can add another tool to your arsenal.
Alright, there are the nine major marketing mistakes I see small business owners making. If you focus on these nine mistakes, and the ways you can fix them, you can have a much more successful business and much happier life. Start your FREE Online Entrepreneur Certification Course.
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