Want A Thriving Business? Avoid These Marketing Mistakes! (BLOG)
This is a writing sample from Scripted writer Ashley Hicks
Want A Thriving Business? Avoid These Marketing MISTAKES!
Check your business marketing strategies for these 5 mistakes that are sure to run your business into the ground.
You're busting your proverbial tail trying to write emails, post on social media, keep your website and promos up to date and do all the things. Are you making some of these common online-marketing mistakes?
*1. Not Understanding Your Customer's Needs *
Who is your ideal client or customer? What are their needs or pain points? How can you offer solutions?
Real talk - no one visits websites looking for how awesome your company is. Sure, that's a plus and would be appropriate to include in your About Us section. But if your website is all about you and your business, you are suffering from a case of me-ism and may be missing out on the opportunity to ** make sales and gain recurring clients. **
You need to really dig into your market, the type of people who are looking for what you offer, and their needs or problems. For example, if you have a vacation rental property, you may be targeting couples who need a get away from the hustle and bustle of everyday life to reignite their spark. Or maybe your property is more suited for couples with small children who want to make memories that will last a lifetime by visiting your property and its nearby attractions.
When you really understand who your target audience is, you can talk to them in a more compelling and persuasive way. Here's where you can use your website, landing page, emails, and social media marketing campaigns to talk directly to your audience. Write in a conversational tone that shows them that you understand their pain points and that you can offer solutions.
*2. Not Building Your Audience *
Do you have an e-mail or subscriber list on your website and social media accounts? Are you using that list to nurture your leads?
The cold-hard truth is that most of the people who visit your website will not become your customer from one visit alone. Growing an email list and social media audience can help you build relationships with people and keep them interested in your product or service.
One of the simplest ways to do this is by putting a simple email opt-in on your website. Offer something of value like 10% off your first order, Book 2 week-day nights and get the 3rd night free, so your potential clients feel like they're getting something in return.
Next, use that email list to send promos, launches, and engaging content (see point 3) to make customers want to *return to your site. *
*3. Not Being Consistent With Creating Content *
What are you doing to keep potential customers engaged?
Creating high-quality content can help you grow organic search traffic, boost your ranking on search engines, and keep your audience interested. One of the best ways to capture interest is through a blog with engaging content. Having a blog on your website can set you apart as an authority in your niche and show that you're the pro -without ever really having to say it!
For example, if you sell hot-tubs, you could have a blog on your website featuring articles on hot tub maintenance, best hot-tub covers on the market, how to choose the right size hot-tub for your property - all linking back to your products and services. Having quality information pertaining to your customer's needs helps set your business apart. Let's face it, the online space is pretty crowded and this is one of the simplest ways to stand out.
*4. Not Using Keyword Research *
Are you researching key words that will help get your business seen?
With all the noise on the internet, SEO (Search Engine Optimization) is one of the easiest tools you can use to make your business more visible in the online space. People are most likely to only scroll through the first 1-2 pages of results when looking for a specific product or service.
Put a little time into researching what keywords you need to incorporate into your copy so when people use Google to find the answers to their questions, your website and blog are more likely to rank higher in the results.
*5. Not Focusing On Benefits *
Are you focusing too much on the features your product or services offer? Are you neglecting to show your customer what's in it for them?
The features are the facts about your company, products, property, etc. Although these facts are important for people to see, they are not going to help you make money. Put your marketing to the test by putting yourself in your customer's shoes and using the simple "What's In It For Me? test.
When looking for a solution to a problem, we have the tendency to question everything about the service or product we are looking at. We become mini-investigators, just looking for reasons something will or will not work for us. Use this to your advantage when writing your web copy by negating objection and focusing on the benefits of choosing your company.
If you are a boutique hotel manager, rather than listing out the amenities your offer, use the features and benefits of your property to show your guests why a stay there is exactly what they're looking for. You don't just offer valet parking, you offer the convenience of not having to find parking on the busy street. You don't just offer wake-up calls and and a Keurig in every room, you offer business people a quick and easy start to their busy day.
Remember, features tell and benefits sell!
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