Are you making any of these five common marketing mistakes? If you are, there’s still time to turn things around.
Digital marketing is a cost-effective way for your ecommerce business to stand, build relationships with your customers and drive sales – but are you delivering the best possible results? If you’re putting in the work and you aren’t seeing results, there’s probably something wrong going on down the line. More often than not, most mistakes can be resolved relatively quickly; it’s just a matter of identifying them.
If you feel overwhelmed and don’t know where to start, take a look at five of the most common marketing mistakes ecommerce businesses can make:
1. Monitoring the wrong metrics
How successful is your marketing strategy? ‘Very’ or ‘it’s okay’ isn’t good enough. You need to have the numbers to validate your claims. Take a step back and look at what bigger picture. An increase in likes on your Facebook page is nice, but is it contributing to your goal of improving your conversion rate? To truly evaluate the performance of your marketing strategy, you need to ensure you’re only monitoring the most relevant metrics.
2. Undervaluing your website
Did you know that 88% of users say they are unlikely to revisit a website after a bad experience? Your website is the first call point for your customers, so you need to make sure that it creates the right impression and makes an impact. From your content and site navigation to your loading speed, every aspect of your website needs to be optimised for your audience.
Many businesses do not consider websites to be an effective conversion tool. So, they’re reluctant to spend a lot of money on it. In reality, a small business website with the right features can bring you more customers than you would think. Selecting a cheap website design is one of the very common mistakes that business make.
3. Playing it safely
The ecommerce industry is fast becoming highly saturated, meaning that you need to think outside the box to make an impact and distinguish your firm from the rest. If you play it safe and stick to what you know, you’re unlikely to make a lasting impression on your audience. It’s time to start thinking big! Whether it’s introducing an innovative process, making your website creative or publishing an outstanding piece of content, it’s important to free yourself from the traditional constraints of your industry to get your brand noticed.
4. Missing calls to action
You don’t get it if you don’t ask. If you want your audience to do something, you need to make it really clear. Your call to action should motivate your audience to take the next steps, whether it’s to make a purchase or to sign up for your newsletter. The key is to make the most of your audience’s attention.
Your call for action should be eye-catching and tell the user exactly what they can expect. To prevent the user from becoming confused or overwhelming, stick to the same few and keep the text clear and concise. Use contrasting colours to ensure that CTA buttons are clear and accompany each with the relevant copy to further motivate the user.
5. Lack of trust
It’s easy to write about how good your product is, but can you prove it? With so many companies offering similar products and making the same promises to reduce noise and gain trust from your audience, you need to provide evidence to support your claims. The easiest way to build credibility is by publishing case studies and customer testimonials on your website. Not only will this ‘prove your value,’ but it can encourage conversion by showing your audience that they have benefited from someone they can relate to.
Even with the best planning, marketing mistakes can still be made. If a marketing plan does not generate the response you want, take the time to think about what might have gone wrong and how you can better position yourself in the future. When your business is struggling with marketing, it’s time to return your focus to understanding and addressing your customers’ needs.