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10 Deadly Marketing Mistakes that Can Kill Your Online Business
Small business owners sometimes lament over the fact that
they don't have a million-dollar marketing budget. While
we've all thought about how much easier things would be
if we had unlimited funds, it's still possible to earn a
decent profit with the right marketing plan. Thousands
of home business owners can attest to their success at
building a profitable business on a 'shoestring' budget.
However, making a few mistakes can just as easily lose
you a nice chunk of cash. Are you making these common
mistakes'
__1. Trying to market to as wide an audience as possible.
You can't be everything to everyone, no matter how hard
you try.
Who did you originally create your product for' Assuming
you did your research and know that there's a demand for
your product, then you also know who your audience is.
Focus your efforts on reaching these people and showing
them how your product or service will benefit them.
Don't worry about pleasing everyone else.
__2. Focusing too much on you or your company.
How many times have you seen a site that says something
like, "We're an established, 100-year company listed on
the NASDAQ with over 10 billion dollars in sales, powered
by our cutting-edge, state-of-the-art blah-blah-blah
technology..."
*Yawn*. So what' As a prospect, I don't care. I want
to know how your product or service is going to benefit
ME.
Focus on your customer. All the details about you and your
company should be background information, not the focus of
your marketing efforts.
__3. Sticking with a marketing strategy that doesn't work.
Don't get caught up in the idea that 'things will get
better' if you're not seeing results with your current
marketing strategy. If you do the same things, you can
expect the same results. If you've put in an honest
effort and it's simply not giving you the results you're
looking for, then it's time to try something else.
__4. Changing or discarding a strategy that works.
It's easy to feel 'bored' with the same old thing... but
if you have a winning marketing strategy that consistently
gives results, then why change it'
The desire for 'something new' isn't a good reason to
discard a great strategy. Sure, you can keep experimenting
and testing new methods to see if you can improve upon your
results... but be aware that your profits may suffer. Be
sure to keep backups of all your marketing materials; if
your new strategy doesn't work, you can always go back to
the old one.
__5. Inconsistent or no follow-ups.
Although some people buy on impulse, many prefer to think
things over first. There can be any number of reasons
why a prospect doesn't buy right away: money's tight at
the time, they have other pressing concerns, they were
distracted before they could purchase... whatever the
reason, be sure to follow up with your prospects. You'll
be much more likely to catch them at a time that they're
ready to buy.
__6. Taking a passive, rather than pro-active role.
Sitting back and waiting for money to fall into your lap
just isn't going to work -- no matter how 'automated' your
business is, or how wonderful your product. Take an active
role in marketing your business... and that includes asking
for referrals. Let your customers know that you'll do what
you can make them happy, and ask them to pass along your
URL to others who may be interested.
__7. Expecting prospects to do too much.
Don't you just hate visiting a site, only to find that
you either have to call for more information, or fill out
a nosy form with lots of personal information so that the
business can call you' Most people don't want to risk a
high-pressure sales call, so they won't bother.
It's intrusive and can be time-consuming. Give your
prospect the *option* of getting the information they want
from the web, without having to speak directly to someone.
Your phone number can be displayed as well, for those who
prefer to talk to you or your staff in person.
That's not to say that asking for personal information --
or expecting a phone call -- is inappropriate ......
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