Sending an email to the wrong person, stumbling or fumbling your words during a sales pitch--these are all things that can send your business to an early grave. Kidding! We are all only human, after all. The mistakes addressed here are even more dangerous because you may not be aware you're committing them.
Being aware of these web marketing faux pas will help save your business from suffering irreparable consequences.
Your brand is your businesses identity. It should be represented in everything put out into the world, especially your website. Your brand is how the public identifies you, and turning your back on it or showing inconsistencies can harm the ability to build relationships with your customers.
As a general rule, you should be second guessing every assumption you make. You might think you know what your clients are looking for, but the results could often surprise you. Don't make assumptions about who your customers are; this is something that needs to be researched and studied, then washed, rinsed, and repeated. We call this "buyer persona research."
Marketing to everyone is bad. I know. That seems counterintuitive. Why would I want to limit my audience? Isn’t that limiting my potential client base? Remember it's quality, not quantity. In our recent real estate marketing workshop, we used the example of a realtor wasting hundreds of dollars trying to advertise to someone who has no intention of moving. That time and money could have been better utilized focusing attention on qualified leads who are more likely to become customers.
I am sure you have started to notice a common theme here. Marketing is essentially a giant game of research, experimentation, and getting as close as possible to the perfect strategy. People and the market are constantly changing and fluctuating, so it's an ongoing process. You can't expect that one day you'll just arrive. Remaining stuck in your ways and stubbornly refusing change will get you nowhere.
They say knowing is half the battle. Hopefully by making you aware of these blunders we can avoid seeing your business in the obituaries.