10 Deadly Marketing Mistakes that Can Kill Your Online Business
| Category: Home Based Business - Marketing | Date: 2003-06-18 |
Small business owners sometimes lament over the fact that they dont have a million-dollar marketing budget. While weve all thought about how much easier things would be if we had unlimited funds, its 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 cant 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 theres 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. Dont 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, "Were 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 dont 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 doesnt work.
Dont get caught up in the idea that things will get better if youre not seeing results with your current marketing strategy. If you do the same things, you can expect the same results. If youve put in an honest effort and its simply not giving you the results youre looking for, then its time to try something else.
__4. Changing or discarding a strategy that works.
Its 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 isnt 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 doesnt 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 doesnt buy right away: moneys 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. Youll be much more likely to catch them at a time that theyre ready to buy.
__6. Taking a passive, rather than pro-active role.
Sitting back and waiting for money to fall into your lap just isnt 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 youll 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.
Dont 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 dont want to risk a high-pressure sales call, so they wont bother.
Its 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.
Thats not to say that asking for personal information -- or expecting a phone call -- is inappropriate for all businesses, of course. But in general, if you want people to stick around, make it easy for them.
__8. Assuming that visitors know what to do.
I remember visiting one particular site not too long ago. I read the sales pitch and browsed the site... only to find a telephone number and a small form with a place for my email address. Confused, I thought, Am I supposed to call to order? What does the form do? Is it a newsletter signup box or is it an ordering form? How do I place an order?
That site lost my sale, because there werent any clear instructions. Tell your visitors what you would like them to do, and make the process as simple as possible.
__9. Trying to do everything for free -- or not enough.
Many beginners try every free promotion method they can find. Others think that free promotions are useless, so they shell out large amounts of cash on what they believe are "effective" marketing methods.
* Free isnt a bargain if you dont get results.
* Throwing money at marketing isnt going to make your campaign a success.
There are plenty of excellent free or low-cost methods of promoting your business, and many methods that require a larger investment. Both provide excellent opportunities. The goal is to market your business using techniques that give you the largest return for your investment. And if its free? So much the better; youll reap larger profits!
__10. Basing your marketing plan solely on assumptions or advice.
One common mistake is to do exactly what your competitors are doing. But just because theyre doing something does not necessarily mean its working! You could be copying a failing strategy.
There are countless marketing tips and many gurus. Each one can only let you know what has worked for him or her. However, no matter how many people its worked for, there is no guarantee that their strategies will work for you also. Studying as much of this material as you can will allow you to test and develop *your own* effective strategies -- those that directly bring results for your particular business.
Test everything you do. Your customers will vote on the effectiveness of your marketing by making a purchase.
(c) Copyright 2002, Angela Wu
About the Author
Angela is the editor of Online Business Basics, an exclusive newsletter for eBusiness beginners. OBB features ongoing tutorials on how to build a profitable Internet business on a shoestring budget. You dont need a million-dollar budget to be successful! Find out how you too can join the thousands quietly earning a living online: http://www.onlinebusinessbasics.com/article.html
angela@onlinebusinessbasics.com
http://www.onlinebusinessbasics.com
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 cant 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 theres 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. Dont 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, "Were 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 dont 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 doesnt work.
Dont get caught up in the idea that things will get better if youre not seeing results with your current marketing strategy. If you do the same things, you can expect the same results. If youve put in an honest effort and its simply not giving you the results youre looking for, then its time to try something else.
__4. Changing or discarding a strategy that works.
Its 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 isnt 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 doesnt 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 doesnt buy right away: moneys 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. Youll be much more likely to catch them at a time that theyre ready to buy.
__6. Taking a passive, rather than pro-active role.
Sitting back and waiting for money to fall into your lap just isnt 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 youll 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.
Dont 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 dont want to risk a high-pressure sales call, so they wont bother.
Its 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.
Thats not to say that asking for personal information -- or expecting a phone call -- is inappropriate for all businesses, of course. But in general, if you want people to stick around, make it easy for them.
__8. Assuming that visitors know what to do.
I remember visiting one particular site not too long ago. I read the sales pitch and browsed the site... only to find a telephone number and a small form with a place for my email address. Confused, I thought, Am I supposed to call to order? What does the form do? Is it a newsletter signup box or is it an ordering form? How do I place an order?
That site lost my sale, because there werent any clear instructions. Tell your visitors what you would like them to do, and make the process as simple as possible.
__9. Trying to do everything for free -- or not enough.
Many beginners try every free promotion method they can find. Others think that free promotions are useless, so they shell out large amounts of cash on what they believe are "effective" marketing methods.
* Free isnt a bargain if you dont get results.
* Throwing money at marketing isnt going to make your campaign a success.
There are plenty of excellent free or low-cost methods of promoting your business, and many methods that require a larger investment. Both provide excellent opportunities. The goal is to market your business using techniques that give you the largest return for your investment. And if its free? So much the better; youll reap larger profits!
__10. Basing your marketing plan solely on assumptions or advice.
One common mistake is to do exactly what your competitors are doing. But just because theyre doing something does not necessarily mean its working! You could be copying a failing strategy.
There are countless marketing tips and many gurus. Each one can only let you know what has worked for him or her. However, no matter how many people its worked for, there is no guarantee that their strategies will work for you also. Studying as much of this material as you can will allow you to test and develop *your own* effective strategies -- those that directly bring results for your particular business.
Test everything you do. Your customers will vote on the effectiveness of your marketing by making a purchase.
(c) Copyright 2002, Angela Wu
About the Author
Angela is the editor of Online Business Basics, an exclusive newsletter for eBusiness beginners. OBB features ongoing tutorials on how to build a profitable Internet business on a shoestring budget. You dont need a million-dollar budget to be successful! Find out how you too can join the thousands quietly earning a living online: http://www.onlinebusinessbasics.com/article.html
angela@onlinebusinessbasics.com
http://www.onlinebusinessbasics.com
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