12 biggest marketing mistakes that will lose you revenue
Post on 14-Feb-2017
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The 13 Biggest
Marketing
Mistakes That
Cost You
Revenue
Patty CiscoMBA, Principal
FOCUS
• Learn why data drives your inbound marketing
strategy
• Identify the pitfalls of haphazardly managing your
online brand
• Realize the power of content
Meet Mark & Joan
60%of the buyer’s
journey is complete
before sales gets the
chance to form a
relationship- Corporate Executive Board
89%of consumers do
an online search
before buying a
service.- Fleishman-Hillard
93%of buying cycles
start with online
search- Marketo
Will they
Find you?
FACTS
• 45% of seniors use Facebook (alfa.org/news)
• 41% of patients said social media would affect their choice of
a specific hospital, medical facility or doctor (2012 Google Compete Hospital Study)
• 59% of caregivers with internet access use online resources
to help them provide care and support for a family member (Pew Research 2013)
• 52% of caregivers said online resources have helped them
cope with the stress of being a caregiver (Pew Research 2013)
90% of surveyed respondents who recalled reading
online reviews claimed that positive online reviews
influenced buying decisions,
while 86% said buying decisions were influenced
by negative online reviews - Dimensional Research
INFLUENCE
Common Mistakes
OH NO…SONNY, WHAT
HAPPENED?!
Not Understanding Buyer’s Journey
89% of consumers do an online search before buying a product or service.
MISTAKE
1
INBOUND
MARKETINGvs.
OUTBOUND
MARKETING
WEB
BLOGMOBILE
SOCIAL
1MISTAKE
1 Not Understanding Buyer’s Journey
AWARENESS CONSIDERATION DECISION LOYALTY
DIRECT
PAID SEARCH
SOCIAL
REFERRAL
1 Not Understanding Buyer’s JourneyMISTAKE
Not Having A Strategy
MISTAKE
2
Delivering an Amazing UX
MISTAKE
3 Not Understanding Content
Visual Power Website Social Infographic Videos
65% of your audience is
VISUAL LEARNERS
93% of human
communication is
NONVERBAL
90% of all information
transmitted to our brains is visual
People remember
80% of what they SEE &
20% of what they READ
55% of customers
will come to your site
through your blog.
Businesses acquire new
leads and customers by
providing them with
quality content.
Companies that blog
gain 80% more
visits than those
who don’t.
MISTAKE
3 Not Understanding Content
Visual Power Website Social Infographic Videos
55% of website
visitors spend less
than 15 seconds
actively reading
content on a page.
MISTAKE
3 Not Understanding Content
Visual Power Website Social Infographic Videos
43% of social
media users
share pictures
MISTAKE
3 Not Understanding Content
Visual Power Website Social Infographic Videos
MISTAKE
3 Not Understanding Content
Visual Power Website Social Infographic Videos
Infographics are liked and shared more than other content3x
Videos increase the
likelihood of your visitors
purchasing your product
or service by 64%
Videos provide an increase
in your visitors understanding
of your product or service by
74%
Videos on landing pages
increase conversions
by 86%
MISTAKE
3 Not Understanding Content
Visual Power Website Social Infographic Videos
MISTAKE
4 Not Utilizing Social Media
MISTAKE
5 Posting Too Often or Too Little
MISTAKE
Inconsistent Branding6
For every
$1 spent on
marketing
the average
ROI is
$44.25(Exact Target).
MISTAKE
7 Not Using Email Marketing
MISTAKE
8 Not Incorporating SEOSearch Engine Optimization
WEBSITE
ANALASIS
CLIENT
REQUIREMENTS
KEYWORD
RESEARCH
WEBSITE
OPTIMIZATION
LINK
BUILDING
REPORTING
CONTENT
WRITING
SEO
SUBMISSION
SEO
PROCESS
MISTAKE
9 Not Integrating Campaigns
MISTAKE
10 Not Following The Trends
GET FOUND
CONVERT
ANALYZE
$
MISTAKE
Not Utilizing Analytics11
MISTAKE
12 Going It Alone
MISTAKE
12 Challenges of Going It Alone
Inbound
Outbound
What is the investment?
INBOUND
MARKETING $143
OUTBOUND
TRADITIONAL
MARKETING $373
MISTAKE
13 Not Having A Strategy
What will
your next
STEP be?
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