Measuring a successful website can mean different things to business owners and marketers. This should not be the case, a well-made website should generate leads and increase overall sales for a business. As a small business owner, try to avoid measuring marketing success with broad and over-generalized measurements.
The following list compiles the most common marketing methodologies that you should avoid:
- Focusing too much on the front page of Google. Search engine rankings are all the rage in the marketing world. Many marketing agencies promise a top-rated page as if that alone is enough to drive sales.
Once upon a time, being on the front page of Google was all it took to garner leads but this is no longer the case. Google has updated their algorithm throughout the years and organic search results are more dynamic than ever before. Having a well-ranked website is only the first step to growing your business through online marketing.
- Not using local search results. One of the ways Google customizes search results is through local search results. Did you know your physical location is being tracked through your desktop as well as your mobile device? Search engines use this information to tailor results in hopes of providing the best answer for questions thrown their way.
This is hugely beneficial for small local businesses. Ranking on the front page of local search results is a much different process than ranking nationally in results. Implementing marketing strategies that take advantage of local searches can set you apart from the competition.
- Being obsessed with your social media following. Having a large social media following can seem like the silver bullet to lead generation, being
instafamousis an alluring idea. Be warned, focusing on the number of followers can make you blind to the utility of your following. Having a big following isn't worth anything unless engagement is high.
Even if your twitter has thousands of followers, if nobody is retweeting your posts and commenting on your business, those followers are almost useless. The goal of a social media following is to generate leads and create brand awareness among potential buyers. Try not to focus on mass appeal and instead, target a more local and industry-based following. Your followers may be lower in numbers but engagement will be higher.
- Using popular keywords. Finding the most popular keywords related to your business, at first glance, seems like a great idea. Once you understand the most common query of your demographic, you can create valuable content focused on it.
The reason why this is a bad idea is that of competition. If you are a small local business, competing against national brands will prove to be expensive and ultimately fail to gain your site traction. Find keywords that don't rank as well nationally but will draw in local views. Doing opposition research on similar businesses and smaller search engines can help narrow down new keywords.
- Not using CTA's. CTA is an acronym for "Call-To-Action", and it refers to a type of reader engagement on your website. CTA's can be in the form of a hyperlink or a clickable button located near the top or bottom of a page. Generally, CTA's are short and encourage the reader to begin a journey with a reward at the end of it.
The most successful campaigns give away a type of digital document that outlines a method for solving a specific problem. As the business, your goal is to cultivate email addresses from the exchange. CTA's should be placed on pages with valuable content that are popular with your readers. Without a CTA your business loses the ability to generate new leads and grow overall sales.
Avoid Generalized Marketing Techniques and Demand More for Your Website
When choosing a marketing agency, having a basic understanding of the results you are hoping for will help narrow down the best candidates. Your ultimate goal is conversion and engagement, everything else is secondary. A good agency will be able to explain their services in detail. Don't hesitate to demand more results and to stay away from bad practices.