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ONLINE MARKETING

Smarter Online Marketing: 4 Tips

Check out these quick suggestions to get more out of your tweets, Facebook posts, and email newsletter sends.

It's easy to think that you have a firm grasp of online marketing when you do a lot of it. But sometimes the world, virtual or real, is different from what you think it is. Online marketing analytics tool vendor HubSpot collected a list of interesting Internet marketing statistics "that will blow your mind." I've combed through to find some of the bigger surprises.

1. You might be posting too often

We live in a time of insistent abundance: Nothing exceeds like excess. Many marketers apply the principle when it comes to posts on Facebook. After all, if you get good results with one, doing a second should make things twice as good, right? Nope.

The Track Social people, who have a social analytics platform, did some analysis. Subsequent posts in a single day do worse than the first, and the more you post, the worse they do.

As the amount of posting increases, the total response doesn't change much, according to Track Social. That means you're wasting time, resources, and even good material that might do much more good for you if only you posted it separately on another day.

If you do need to post more than once in a day--perhaps there are multiple timely items to address--then think about which post should take the lead, and the most attention.

2. You're probably ignoring your customers

Social media analytics company Socialbakers looked at how companies responded to fan feedback on their social media pages. On the average, only 30% of the companies bothered to respond, while more than 25% of global companies wouldn't let fans post on their Facebook walls.

Talk about a slap in the face. These companies are telling customers that they aren't worth paying attention to. Social media platforms are inherently interactive. If you aren't going to use them right, then you're creating an impression in customers and prospects that may damage your business.

3. Make that email readable on mobile devices

Email campaign software vendor Litmus examined activity of its client base to look at how consumers treated email on mobile devices. There's been an 80% jump in emails opened over the last six months, and the number of emails opened on Android devices has doubled since last year.

So, how are you formatting your emails? Are they mobile-friendly, or do you depend on the capabilities of a desktop or laptop? If so, you're losing a lot of the audience.

4. Beware the bots

According to Mark Risher, CEO of anti-spam software vendor Impermium, up to 40% of social media accounts are spammers and about 8% of the messages on social pages are spam. Better spam filtering technology on email has driven spammers to social networks, where they can appear to be real people--and even take images and posts of yours, add spam links to them and put them on such venues as Pinterest. Make sure you take some time to protect your reputation.

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Last updated: Jul 4, 2012

ERIK SHERMAN | Columnist

Erik Sherman's work has appeared in such publications as The Wall Street Journal, The New York Times Magazine, and Fortune. He also blogs for CBS MoneyWatch.

The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.



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