The world wide web is transforming the way we all do business. It’s similar to the major transformations brought about by electricity and the internal combustion engine. It has reshaped the relationship between businesses and their customers in a way never imagined just a few decades ago.
If you’re an author, speaker, coach, or local business owner or manager, at least ensure that you are not making some common major marketing mistakes.
Marketing is about offering your product or services to prospects in a way that will attract their attention. Selling is about converting prospects to customers, clients, or patients.
Business growth begins with effective marketing.
Seth Godin: “We now live in a world where it’s all marketing.”
7 Marketing Mistakes
If you own or manage a business, avoiding these seven mistakes would almost certainly be a good idea.
Not Having a Business Website
Even as late as 2019, over 60% of local businesses don’t have website!
Of course, your website should be customized for your business. It should be search engine friendly with, for example, a logo and business description in the upper left corner of its home page, a phone number on the upper right corner of its home page, a welcoming video “above the fold,” a contact form with a free offer or discount that entices prospects to contact you, a high-authority outbound link, and the NAP [your business’s name, address, and phone number] that exactly matches your GMB [Google My Business] listing in the footer.
At least if you are located in the U.S.A., it’s important to limit liability by ensuring that your website is compliant with FTC [Federal Trade Commission], ADA [Americans with Disabilities Act], and the GDPR [General Data Protection Regulations] guidelines.
Not Having Social Media
Your website should be optimized for at least the major social media platforms such as Facebook, Twitter, YouTube, and LinkedIn.
There should be icons for those platforms on the top and bottom of your home page. They should also be clickable.
Not Using Email Marketing
Education is stealthy marketing.
Your prospects have a problem that you can solve. Help them understand how to solve it.
Teach them for free. Enable them to sign-up on your website for a sequence of emails in which you educate them on the best solution to their problem. In other words, “lead with the giving hand.” You’ll build trust as well as authority.
Not Using Videos
Would you rather watch a movie or read a book?
People want to be entertained as well as to learn. Make it as easy as possible for your prospects to do that from you.
Use videos regularly on your social media platforms as well as on your website.
Ignoring Artificial Intelligence [AI]
Like it or not, we are near the beginning of the AI revolution. Why not use it to your advantage?
With respect to your website, one way is to use an AI chatbot to help your visitors.
Such AI automatic chat agents increase engagement with the visitors to your site. Are you aware that 90% of visitors to ordinary websites leave without interacting with their content?
AI chat agents can pre-sell, handle objections, take orders, book appointments, and carry out support duties automatically 24/7. So, they can replace expensive staff and virtual workers and save you a lot of money.
Not Using Paid Online Ads
You may realize that they are effective, but you may fear their cost. In net terms, they should be free!
That’s especially true for a local business. It’s true that, if you don’t know what you’re doing, ads on, say, Facebook can be very expensive.
However, that’s not true if you know what you are doing. Actually, YouTube ads for local business can be surprisingly inexpensive and generally have a higher ROI [return on investment] than Facebook or Instagram ads. In large part that’s true now because, after Facebook and Instagram made some changes, YouTube commercials can now be more precisely targeted
Failing to Have a Book
Your book should replace your business card.
Again, education is stealthy marketing. Instead of handing a prospect your business card, hand a prospect your short book that explains clearly and simply how to solve the problem.
How? Isn’t writing a book a huge task?
Not these days. In fact, you don’t even actually have to write a word. It’s easy.
You’ve already done the hard work. You’re already an expert in your field.
I can quickly explain to you how to translate your understanding to paper so that you can provide your prospects with real help that is very cost effective.
Do people throw out business cards? Do people throw out books?
Even if a prospect doesn’t read your book, he or she will not only be impressed by it but will also likely pass it along to someone else.
You could self-publish a book and have copies printed on demand for slightly more than $2 each. If you gave one out to the next 25 prospects, you’ll have spent perhaps $60. Test this procedure! You may be astonished by how high the return on that investment is.
Interested? Contact me or check out this short book I wrote on how to do it:
If you are serious about growing your business, I suggest that you schedule a call with me. We’ll chat a few minutes and, perhaps, I can point you a very beneficial direction.
Just click the link below and complete the easy steps to set up a mutually satisfactory time.
(The link doesn’t always work automatically. It will work,
though, if you simply copy and paste it into your browser.)
It’ll be enjoyable. I look forward to meeting you.
Either way, I wish you all the best.
Dennis E. Bradford, Ph.D.