In today’s age of internet marketing, there are tons of tactics that have become popular with companies in many different industries. When a marketing trend is very prominent, it can be tempting to want to give it a try. However, not every trend is worth testing out. Some very common marketing strategies might actually be more harmful than helpful. Here are some of the marketing trends you should avoid as you’re putting together a campaign.
Blowing up one social media channel.
Yes, social media is very important. However, many companies focus on one social media channel, such as Facebook or Instagram, and ignore all of the other options that are out there. There are two major downsides to this. This first is that you’ll miss out on potential customers that you might find on these other platforms. The second is that you’ll start to annoy your followers on the social platforms you do use, because you’ll be posting so frequently. When it comes to your social media strategy, diversity is good.
Making lots of noise without any substance.
Many brands try to go flashy when it comes to their ad campaigns, particularly when marketing online and creating ‘advertorial’ content or blog content. However, if you don’t have the quality to back up the drama, it’s not going to make any sense. For example, many people are publishing ebooks as a way of marketing right now. This can be a great technique when done well, as it establishes you as an expert in your field. However, many companies give their ebooks very flashy titles, but don’t actually provide valuable information.
Interacting online in a way that seems disingenuous.
It’s great to interact with potential customers through social media or other online outlets. It helps you gain name recognition and gives your brand a personality. However, you need to be quite careful with how you approach this process. If you comment on tons of posts aimlessly, people will be able to see through this. Instead, when you do comment or start a conversation with someone, make sure it feels real and organic.
Targeting your audience too specifically.
Most good marketing campaigns start by defining your audience. This is good, because it improves your chances of reaching the people you actually want to reach. However, you need to be careful not to get too specific when trying to reach your target. If you are only marketing to niche websites and groups, you’ll miss out on places where you could potentially reach large groups of people. Take a chance on a slightly broader marketing strategy – you never know who exactly is going to care about your product or service offerings.
Using too many ‘influencers’ to promote your brand.
A popular strategy as of late has been to use social media stars, niche experts, or other people with some sort of influence in your industry to promote your brand. Because this strategy has become so popular, it’s starting to lose some of its effect. While it’s still helpful to have the occasional influencer feature your stuff, if you work too closely with them, people will start to doubt the authenticity of the promotions.Read more