I see a lot of brands make innocent mistakes in their online marketing efforts. Here are some of the most common mistakes I see and how to solve them.
Mistake: Sending an email to your entire subscriber base.
Solution: At the time a customer opts-in to receive email communications, allow them to select the subject matter that interests them. Only send them emails that fall into those categories.
Mistake: Sending customers to your homepage from a banner ad or email.
Solution: Create a specific landing page that addresses exactly what your customer is expecting to see when they click.
Mistake: Not putting a limit on the number of impressions your banner ads give per customer. I have written about this before and I can’t stress this enough.
Solution: Limit the number of times one person is served the same message to five.
Mistake: Freaking out if you see a dip in any kind of analytic.
Solution: Figure out why. What goes up, must come down. Seasonality. There could be a million reasons.
Mistake: Discontinuing a banner ad because it isn’t performing as you expected.
Solution: You should always be testing several versions of the same banner so that you are constantly refining the perfect message, offer, and creative.
Mistake: Giving people too much credit.
Solution: Make things easy. People are lazy.
Mistake: Setting up a Pay-Per-Click campaign and letting it run its course. Often referred to as “fix it and forget it.”
Solution: Constantly monitor performance, competition for terms, success of ad text and your bids.
Mistake: Your URL reads www.mywebsite.com/xrljdoiuds09eryqi
Solution: Create custom URL’s like www.mywebsite.com/aboutme. This is the first place that search engines look.
Mistake: Your link says “Click Here” or “More Information” or some other generic term.
Solution: Make your link say what it is linking to. For example, if you are linking to more information about sea otters, make the link read “Click here for more information on sea otters.” Linked text is SEO Friendly.