Sometimes, it’s a little fun to turn things upside down and talk about what to do if you want to fail. It’s a different way of looking at mistakes to avoid.
With that in mind, here’s what you can do to scare your customers off in your digital marketing:
- Not Wanting to Make Anyone Upset
Here, we’re not saying you should aim to irritate your customers. But, many small businesses struggle with the idea that everyone can be a customer. So, they get timid in how they describe the value of their products and services, not wanting to scare anyone away.
By trying to keep everyone happy, you actually hurt your business. Remember how you got into your business to serve a niche? That’s what marketing’s all about too. So in your marketing, you should focus on a specific kind of customer.
And if you want other types of customers, you’ll have to write specifically for them with separate messaging.
- Buying Lists to Market To
If you do a little old-fashioned marketing via mail, buying lists can really cause you a lot of trouble. Why? Because many bought lists aren’t nearly as accurate as they claim to be.
If you do direct mail marketing, build your own list to get a higher level of accuracy. It’ll be well worth your time.
- Talk about Your Products and Services
Because customers don’t want your product or service right away. Instead, they want a solution to their problem. So first, you talk about their problem, which shows them that you understand their situation.
That builds a connection. Then, once you have that connection, you can start talking about how your products and services solve their problem better than any other competing solution.
- Using the Wrong Channels
With online marketing, one of the keys is making sure you’re present where your audience is. If you target consumers, for example, LinkedIn likely wouldn’t be the place to do your marketing (although it can be used for consumer-based marketing in some cases).
It gets more difficult than that because some channels serve multiple audiences. For example, while Pinterest primarily appeals to women, it has a growing male segment too.
Facebook could appeal to nearly any audience, but it continues to force marketers to pay money to get their content in front of their audience. It may only be a good option for businesses with big budgets going forward.