Marketing has been around for a long time, especially with the internet. It’s easy to use old tactics that don’t work anymore. Customers change over time, and so should your marketing strategies. Here are three common marketing tactics that are actually harmful and why you should avoid them.
Tactic #1: Starting with a Question
Many businesses try to engage customers by starting ads with a question. Examples include:
- “Do you ever struggle with keeping a perfectly manicured lawn?”
- “Are you tired of dealing with handymen that overcharge and underserve?”
- “Do you ever feel like you’ll never find a solution to acne?”
While the intent is to connect with the customer’s problems, these questions often sound too much like a sales pitch and get ignored. People are becoming more resistant to ads, not less.
Better Approach: Start with a command. This grabs attention and offers a solution right away.
- “Keep your lawn manicured for less.”
- “Stop dealing with handymen that overcharge and underserve.”
- “Get rid of your acne for good in 30 days or less.”
This way, you still relate to their problems but immediately offer the solution they want to hear.
Tactic #2: Focusing Too Much on Vanity Numbers
A good social media strategy does not only focus on vanity metrics like views, likes, followers, and comments. These numbers don’t necessarily lead to more customers. Many business owners aim for viral content, thinking it will automatically result in more sales, but that’s not true.
Focusing solely on these metrics means you’re only looking at the top of the sales funnel, where conversions don’t happen. A strong social media strategy should consider the entire sales funnel, attracting people who will eventually become customers.
Better Approach: Develop a social media sales funnel that guides potential customers from initial interest to final purchase. This approach ensures you’re not just chasing numbers but actually converting followers into customers.
Tactic #3: Expecting Immediate Payoff
Building a brand takes time, despite what overnight success stories on platforms like TikTok might suggest. Many business owners get impatient and give up after a few months if they don’t see immediate results.
Imagine you see an ad for shoes from a new brand while scrolling through social media. You might think the shoes are cool but then forget about the brand entirely. The business owner, on the other hand, wonders why you didn’t buy the shoes right away.
Customers need to see an ad several times to remember the brand, desire the product, and trust the company enough to make a purchase. Expecting quick returns or thinking a small ad budget will lead to massive sales is unrealistic.
Better Approach: Aim for sustainable, long-term growth. This may involve spending more on ads initially, but with patience and strategy, it pays off. Successful businesses often spend significant amounts on ads to generate large revenues, but they do so with a long-term perspective.
Conclusion
Avoid these three common marketing mistakes: starting ads with questions, focusing too much on vanity metrics, and expecting immediate payoffs. Instead, use clear commands in ads, develop a comprehensive social media sales funnel, and aim for long-term growth. This approach will help build a sustainable, successful business.
