Download - 5 Common Marketing Mistakes
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COMMON MARKETING MISTAKESand what to do about themand what to do about them
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••87% SEARCH87% SEARCH “But our customers“But our customers≠≠••60% THROUGH BDP60% THROUGH BDP••10 PIECES10 PIECES
But our customers But our customers will ring or email uswill ring or email us””≠≠
ACT DIFFERENTLYACT DIFFERENTLYACT DIFFERENTLYACT DIFFERENTLY
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FOCUSSING ON FEATURESFOCUSSING ON FEATURESFOCUSSING ON FEATURESFOCUSSING ON FEATURES
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YOUR TASKPrint out a page from your site or grab one of yourPrint out a page from your site or grab one of your brochures. Get a highlighter and highlight any instances where you talk about a feature but it isn't explicitly clear to the reader what the benefit isexplicitly clear to the reader what the benefit is.
Often, sentences focussing only on features really only need an 'and' or a 'which' inserted before talkingneed an and or a which inserted before talking benefit(s). Or maybe the next sentence simply needs to start with 'This means ...'
Fix it.
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NO CALLS TO ACTIONNO CALLS TO ACTIONNO CALLS TO ACTIONNO CALLS TO ACTION
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YOUR TASKReview each of your site's pages and ensure you are clear about what it is you want visitors to do on the page What is the next step they should take?page. What is the next step they should take?
Then, ensure that each page has a contrasting call‐to‐action button with both primary and secondary text asaction button with both primary and secondary text as well as click triggers.
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NOT GATING CONTENTNOT GATING CONTENTNOT GATING CONTENTNOT GATING CONTENT
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YOUR TASKDevelop one awesome piece of content.Think about why people come to your site and play on that fear a little bitthat fear a little bit.
Make sure you position the gated content:
•it in a pop‐up box;•a prominent place; or•a tailored landing page.g p g
Clear that they are opting in.
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TOO MANY WORDSTOO MANY WORDSTOO MANY WORDSTOO MANY WORDS
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YOUR TASKReview each page on your site.
200‐500 words (aim for 300)200‐500 words (aim for 300).
Use sub‐headings.
Use dot points.
Remove jargon.j g
BE BRUTAL.
Good copy should leave the reader wanting more.