There is an overwhelming amount of digital marketing tactics out there - but how many actually will work for your specific niche?
Many of today's marketing strategies have little to no relevance for your business. Your niche industry, client base, and specialized small business are rarely taken into consideration with many of today's digital marketing strategies. Plus what about your print marketing? The digital-only crowd ignores this critical element in attracting affluent clients.
We’ve compiled a list of obsolete online marketing strategies and suggestions of what you should do instead. Read on and learn what to avoid, what to stop wasting money on, and how to focus on a digital marketing strategy that is right for your company.
It used to be that the more keywords we crammed into our online copy, the more visible we were making our page. To be fair, it was once true; this strategy would push your site higher up on Google’s list of search results.
However, now Google’s algorithm has upped the ante. It’s a lot more sophisticated, so this traditional approach to SEO simply won’t work. You should still add your keywords, but there’s no need to stuff them into every aspect of your site.
Instead, focus on user experience, writing engaging content, and prospect conversions. Above all, ensure your prospect enjoys their time on your site.
Inbound links are a great way to boost your search engine rankings. To get inbound links, you need other sites to link people to your meaningful content.
A neat little shortcut, but widely overused and inefficient, is to create micro-sites that link to your primary site. This provides you with more inbound-link control, and you don’t have to wait around waiting for other sites to notice you. Good idea right?
Wrong! First of all, maintaining the content and domain costs for your microsites becomes incredibly expensive. Secondly, inbound links only carry SEO-value if they are coming from a variety of high-quality sites. It’s nearly impossible to create the hundreds of well-trafficked sites you would need to make this work.
Instead, focus on getting organic inbound links. Creative content that people want to finish till the end is always a better digital marketing strategy than using micro-sites.
Over-analyzing Your Data
Yes, data is important. Any good digital marketing strategy should have data to back it up. But there’s no need to spend more time than necessary crunching numbers and poring over your conversion reports.
Instead, focus on the areas where your business has performed well. Look at what worked, and focus on enhancing or repeating these aspects. You already know they work, so focus on amplifying these successful strategies.
Using Social Media Channels That Don’t Matter
Many marketers promote maintaining a social media presence across all channels. Nonsense! Not all networks are relevant to your ideal client. Not to mention the time and money wasted on placing digital ads on unnecessary social media channels.
Instead, use analytics to figure out which social media channels are driving engagement for you. Then create individualized strategies for these platforms so that you can maximize your reach, influence, and authority in the minds your ideal client.
Developing An App For Your Business
Some companies rely on having a specialized app. Others can work perfectly well without it. The app market is over-saturated, and given your niche industry, an app can be a huge waste of resources. For example, the clients of wealth advisors consistently make estate decisions that can't be distilled into an app.
Instead, focus on optimizing your website by ensuring it's responsive to mobile and tablet devices. You can also research and link to existing apps that will help streamline your client's experience, without the expense of a custom app.
PPC All the Way
While PPC (pay per click) ads work well for some, it may not be the case for your business. Don’t just throw money at PPC and expect that it will instantly generate an awesome ROI.
Because PPC works by you bidding on your business to come up first in search results, it is a tempting option. While SEO requires work, time and strategy, all PPC needs is cash. This gives you immediate results and stacks the search page results in your favor. However, it can quickly blow your advertising budget and produce a lackluster ROI.
Instead, test out all your options, and don't assume PPC will be the one golden tactic for site traffic. It's usually a combination of PR, content marketing, social media visibility, and print marketing that will lead to prospect attraction and conversion. Place your marketing investments in relationship-centric strategies, not what you think is the holy grail of today’s digital marketing trends.
Ads That Aren’t Targeted
There are endless marketing tools to allow your ad to be targeted at prospects who are a good fit for your services. PPC ad spend that's not targeted gives you no guarantee of reach, engagement or return.
Instead, target your PPC campaigns to the places where your ideal clients live, work and play online. You are much more likely to get higher brand visibility and conversions.
Overkill On Press Releases
Sending out a PR release every time something small happens is a surefire way to get your emails heading to the spam folder. Also, journalists routinely ignore press releases that are technical, salesy, generic and unengaging.
Instead, focus on creating engaging content to attract relevant readers and links from influencers who are inspired by your site's content.
Too Many Blog Posts
There is a mistaken idea that the more content you release, the higher regard Google will have for your domain. However, blogging should be all about quality over quantity. If you are churning out huge volumes of substandard, content, you won't find much love from Google.
Havas Media reported that 60% of content created by the world’s leading 1,500 brands is “just clutter that has little impact on consumers’ lives or business results." Unfortunately, the "content brands currently create is poor, irrelevant or fails to deliver.” At the same time, marketers are negligently telling companies to produce more content clutter, what a waste of time and resources!
This conclusion was part of their annual Meaningful Brands study, which measures outcomes for brands that form “meaningful” connections with customers. Havas found a 71% correlation between brands that create meaningful content and business results.
Instead, take a step back and first ask yourself, "What is the role of content for my industry, my niche, my prospects, and clients?" For wealth advisors, attorneys and accountants consistently tasteful, in-depth blog posts 2-4 times a month is ideal.
KEY TAKEAWAY -
Without a strategic process, companies are at the mercy of trendy digital tactics that are inappropriate and irrelevant to their business. Find a resource that has developed a method to communicate and attract your ideal client online and offline.