Small businesses are spending a larger proportion of their marketing budgets on web-based campaigns as business activities are increasingly conducted online. However, many small businesses are spending more money and time online than they have to, which is a major marketing mistake and detrimental to the overall productivity of the business. Online business marketing efforts should form a large part of the overall campaign, however the question is whether the time spent online is being used effectively. This article highlights five common marketing mistakes of small businesses and how they can be corrected to boost the effectiveness of online marketing campaigns.
Not Developing a Marketing Plan
Not only is this a common online marketing mistake, but translates to offline areas of marketing too. The first step in any marketing campaign is to identify specific business goals. If this first step is not completed, it will be impossible to fully execute an effective campaign. Make the goals or objectives specific, for example ‘increase targeted traffic to your website by 100% in 2012’. Specifying a business objective is more difficult than it seems, but there a countless business books available that will walk you through the process. Try Web Marketing for Dummies, a step-by-step guide to the basics of online marketing.
Consider a Mobile Website
More and more users are accessing the internet via mobile devices like tablets or phones, thus it is becoming increasingly important to have a mobile-friendly website. This is particularly true for businesses that operate in Africa, as large sections of the population do not have access to landlines and rely solely on mobile phones for internet access. Try Mobile Optimizer from Google to create a free mobile version of your website. Mobile sites are fast creating the difference between online marketing mistakes and successes.
Campaigns Should be Geographically Targeted
If your small business sells services or products on a local scale, online marketing efforts should target local audiences. For example, if you advertise using Facebook, use the geo-location feature. Similarly use local search results when using Google Adwords. Don’t neglect low volume search queries such as ‘beauty parlour in Cambridge’ as the results will be far more targeted and lead to high sales conversions.
Poor Communication with Customers
The biggest marketing mistake online is to ignore your customers. Many business owners think that the internet and various social networking platforms will grow the online visibility and reputation of a business organically. However, businesses that use social marketing sites such as Facebook and Twitter need to constantly update their profiles with relevant content and reply to any customer comments, otherwise friends and fans will lose interest. Avoid this social media marketing mistake; be active and ensure that your content is up-to-date and engaging.
Not Implementing SEO Strategies
Visibility is one of the most important factors of online marketing. If your business cannot be easily found on the web you will not enjoy high levels of traffic or sales conversions. Business listing on page one or two of Google’s ranking get preference and disregarding this is a top marketing mistake. Familiarise yourself with basic search engine optimization strategies or enlist the help of a professional.
Penny Munroe is an avid writer in business related news and tips. Articles range from sourcing the best serviced office China has or relocating your business to the executive suites Canada offers.
