Biggest Online Marketing Mistakes All Small Businesses Make
Chances are, when you started your small business, you might not have paid a great deal of attention to your landing pages and marketing content. Your goal was likely getting your products or services in front of the public and generating sales.
As your business grew, you added on social media and maybe you added a blog or started a newsletter to capture email addresses. The problem is there are a few oversights you might not be aware of that can affect your bottom line, profit.
Let’s take a look at a few of the biggest mistakes small businesses make so you can avoid these and make sure you’re maximizing your investment.
Not Showing Images in Motion and Only Using Stock Images
A mistake some businesses make is stock images which can be too generic. Images tell a story. Sealy Mattress ads show couples relaxing on their new bed. Titleist golf ads show golfers with their Titleist bag or clubs.
To help you find the right images, show people in motion and hire a photographer to take pictures of your products being used.
Note: Keep your pictures ever-green (not all Christmas or summer) so they can be used year-round.
Not Checking for Broken Links
It happens all the time. You start a page and share a link, then you delete the page and now you have a broken link. Or, you might type in the wrong link address. This can be frustrating for customers who visit your pages. To help with this, run your site through a Google Analytics search to help find any broken links so you will rank higher in Google searches.
Not Using PPC to Increase Traffic
Unless your brand is an overnight hit reaching millions on social media, you might want to consider pay-per-click (PPC). Businesses usually don’t opt for PPC because they don’t understand it or they are budget-conscious.
PPC generates traffic from people that are looking for your products and services. Pay options can include pay-per-click (PPC), cost-per-click (CPC), cost-per-mile (CPM) for banner ads, and search engine optimization (SEO) with keywords through Google AdWords.
Quick Sprout noted that in 2017, 93 percent of consumers used online searches and PPC ads led to 50 percent more sales with companies getting about $3 for each $1.60 that was spent on ads. If you’re unsure about setting up PPC ads or using SEO, consult with your marketing firm.
Need to hire a marketer or want to start paid ads?
Small businesses can start a line of credit from a small business loan or a merchant cash advance. Your business loan can cover advertising expenses. As traffic and sales increase, you’re going to need more supplies and may need to hire additional staff to help meet customer demand.
Not Optimizing Your Site Across Mobile
Kissmetrics states you have about eight seconds to make an impression on visitors when they see your site. If you started your website through sites like GoDaddy, Wix or Shopify, your site likely converts across mobile, meaning you can view it on a desktop, smartphone or tablet. Older websites don’t have this and might not be integrated with social media either.
What to Look For
On mobile devices, you should see a condensed version of your site with large buy buttons, easy-to-view menus, and social media tabs. If you don’t have this, your marketer might recommend a new template that’s optimized so you don’t lose traffic.
By correcting these mistakes small businesses make, you can start generating more traffic and ultimately that will lead to increased sales. Talk to your marketer about optimizing your landing pages. For merchant lines of credit to help with PPC, images, and ads, you can reach out to Merchant Capital Source which is a direct alternative lender for small business loan information.