Do you know what’s scarier than zombies, skeletons, and haunted houses? Not investing your marketing budget in strategies that work to grow your business, or focusing your efforts in the wrong places.
Find out five spooky marketing mistakes you may be making and how you can avoid them.
1. Focusing on Keyword Reports for SEO Success
Too many local businesses focus on keyword reports to measure the success of their SEO strategy. Keyword reports only tell you where your business is ranking for specific keywords, so they don’t take into account the important metrics like how many searchers are visiting your website, how many people are contacting you after finding you on search engines, and more. Ranking number one for a keyword that’s not driving any traffic to your website or calls to your business doesn’t really help you in the long run, and you don’t want to end up in the graveyard of a search result no one’s looking for.
2. Ignoring Local Listings
Did you know that 50% of people who search for a local business intend to visit stores that day? If you’re not managing your local listings, you could be missing out on those searchers. Picture this: You own an auto repair company. A driver is looking for an oil change and finds your business on Google Maps. They drive to your location, but you’ve moved within the last six months and your Google Maps listing wasn’t updated. Do you think they’re going to take the time to find your newest location? No! They’re going to be upset and visit your competitor instead.
You don’t want to alienate or anger potential customers with a zombie listing. By managing your local listings, you’ll ensure searchers are seeing the most accurate information about your business.
3. Not Optimizing for Mobile
You can’t afford to ignore mobile. Optimizing your digital marketing strategy, including your website, paid ads, and more, for mobile is essential to the success of your strategy. With more consumers now performing searches on their mobile devices than desktop, it’s essential to tailor every aspect of your marketing to presenting the best consumer experience across mobile devices.
4. Stopping Your Spend During the Slow Season
One thing many seasonal businesses do is slow their spend when things slow down. While this makes sense in theory, it’s not great for your overall marketing strategy. Think about it: When you run search advertising campaigns, you (or your digital marketing company) are constantly updating and optimizing your campaigns for success and working to get to the best spot. So, if you stop or slow your spend, you’re missing out on that position you worked so hard for, and your competitors can take over.
And, digital marketing is an ongoing strategy, so by taking the focus off of your marketing, you may have to start from scratch when the busy season begins.
5. Not Testing New Solutions
Digital marketing is constantly changing and evolving, with new solutions emerging regularly. While not all trends and strategies are worth trying, you also don’t want your marketing to go stale. Try out a few new strategies each season to revamp your marketing and keep customers and prospects interested. It could be as simple as testing a new trend or adopting a digital marketing tactic you haven’t tried before, like Facebook advertising or targeted email marketing.
Don’t let these spooky digital marketing mistakes haunt you. Digital marketing is an evolving practice that requires expertise, time, and an investment. Visit the ReachLocal website to learn more about working with a digital marketing partner for your online marketing and advertising needs.