Our world is digital, and technology will inevitably become an increasingly large part of our lives as the 21st century progresses. Technology carries many benefits, particularly for marketers. Digital marketing has helped businesses grow faster, become more efficient, and learn to be more engaging.
However, some digital marketing tactics actually may hurt enterprises instead of helping them. Here are just a few of the more common ways you should avoid.
Constant Calls and Emails
Phone calls and emails can tell you plenty about what a client wants from your business, but too often, new business owners overload clients with calls and emails. Choose one communication method and conduct most of your business with it. For instance, email might be better if you run a large department store, restaurant, or other location with hundreds or even thousands of clients per day. Phone calls may work if your business is smaller or located in a suburban or rural area. Skype may be your easiest method of communicating if you're a consultant or run a small agency.
Whichever method you choose, don't inundate clients with mass emails or automated phone calls. Clients want to talk to a person, not an automated voice, and they want to have an educated conversation rather than pressing buttons on a phone.
People want to know about your company before investing in any way, whether that's purchasing your product, using your service, or becoming an investor. However, few people like a representative who seems constantly self-focused. When you talk to a prospective client, do not go on about your company, your services, your advantages, and so forth. In much the same way, don't constantly over-promote yourself on social media. (Instead, deliver helpful, interesting and engaging information to followers.)
The client will likely get bored and privately consider you arrogant. In fact, it may show up in a negative company review. Ask about the client instead - what products does he or she need? What strategies have worked for him or her in the past? With whom does this client's company like to work? This goes for email and website-based communication, too - give clients plenty of space to discuss their own interests.
Canned information gets repetitive and boring in a short time and will scare away clients. You know you have canned information if all the text on your web pages looks somewhat the same, all your videos talk about the same benefits, or you base all your demos around the same products.
Research thoroughly before presenting clients or companies your information. Find out the prospect's geographic location, product needs, demographics, and so on. Doing research will let the client know you're serious about bringing them on board, while neglecting to use specific information tells the client you might not care about them enough.
Neglecting Personalization and Options
Some company owners act as if their service or product is perfect for everyone. This attitude isn't always conscious, but it can slip in undetected if you've experienced a great deal of success with specific offerings. Thinking your product is perfect can cause you to neglect important tasks like getting to know clients individually and offering new options.
Without personalization and new products, your business may grow stale. This isn't to say you must offer a computer, coffee mug, shoe, or carpet cleaner in every make, model, formula, and color available. Too much personalization can overwhelm people. However, do offer several key options that make sense for your company. If you sell fitness equipment, offer two to four specific treadmill models. Discuss the benefits of Zumba, kickboxing, and step cardio on your site.
Continual Technological Changes
A few years after Facebook hit the internet, users started to become increasingly frustrated with it. The look and format of the main page seemed to change a lot, applications and games were closed or added without notice, and people often had to scroll through massive amounts of information to find one or two relevant threads. Upset users began complaining on their walls, and soon negative statuses appeared everywhere.
This can happen to all kinds of technology, not just social media. If you continually change your web page's format, stop carrying products without notice, or introduce new policies or services every few weeks, clients are sure to become annoyed.
Clients also get annoyed when a webpage is difficult to navigate or social media accounts are hard to find and use. Don't overload your site with too many pages and buttons, and periodically check to make sure all your links work. Additionally, run virus protection scans often; viruses will slow computers and other devices, and if clients can't access information, they'll leave.