4 Digital Marketing Mistakes to Avoid | Kinetic Knowledge
All good digital marketing strategies lead to one important goal, and that is quality leads. Regardless, marketers must prioritize the trust of their prospects in order to drive leads and new business. While it’s difficult to get attention in a crowded web environment, choosing tactics that are anything but genuine is NEVER good practice. That’s why we’re talking about 4 digital marketing mistakes you must avoid.
Please remember, a search or an advertising click does not necessarily translate to a lead or new business. Certainly not if the consumer’s desired result FAILS to be on the other end of their click! Prospective new clients aren’t much different than you and I, they prioritize trust and will never accept being tricked.
#1 Clickbait Titles And Misleading Articles
Every internet user has seen the infamous “8 Things You Must Do Right Away (Number 2 Is NUTZ!)” type of blog or social media post title. For a while and due to the inquisitive nature of humans, these posts littered social media and the search indexes. This type of post is often referred to as ‘Clickbait’.
Now ‘Clickbait’ doesn’t necessarily mean the article is incorrect or misleading, but it does suggest the author is using vague language tactics to tempt viewer clicks. Although the article may even be useful, it is likely not as interesting as the title suggests. Many internet users are on to ‘Clickbait’ articles and tend to avoid them … as well as the marketer responsible.
While lots of clicks sound great, it’s likely sales are the goal. Viewers need to TRUST and while ‘Clickbait’ may generate clicks statistics show they don’t translate to new business.
#2 Fake Reviews
You may have considered purchasing reviews if you’re struggling to get your customers to write them. Or worse, it may seem like a solution if you are facing multiple negative reviews.
While “only buying a few” sounds like it could benefit your company, chances are your fake reviews will backfire. Not only are consumers aware of fake reviews these days, but Google’s algorithm will also find false reviews pretty easily. This begs the question: can you afford the consequences for generating fake reviews?
#3 Pop-Ups & Lightboxes
Although pop-ups or Lightboxes can be useful when implemented in the right way, it is often done poorly. These pop-ups typically try and tempt a viewer to submit their email for more information. When placed strategically, these pop-ups will show only when a user has been on the site and is navigating away. When implemented poorly, pop-ups can inconvenience or annoy a user ultimately resulting in high bounce rates.
If you want to install better-converting applications, be sure to think through the strategies behind them!
#4 Stock Photos
Using stock images can be useful for a website; however, businesses often cross the line between strategic and over-use. Stock images are pretty easy to spot even for the least experienced internet user. While the use of stocks may be with good intention, overuse can feel impersonal to visitors. How can it be avoided? Take photos! If a local photographer is not in the budget, modern cell phones are capable of producing professional-level photos that can appear more genuine and personal!
Is Your Business Worthy Of Trust?
It’s one thing to write a headline that generates a click; it’s another to write one that builds trust. Headlines and catchy advertising tactics rarely earn trust, nor sustained attention or lead- action. If your business is looking for more than clicks, it needs to dismiss the “bait and switch” tactics that have become so common online today. Worse, targeting & measuring the wrong thing is likely worse than not measuring at all.
Don’t be fooled, your next buyer is just like you. She’s busy; she wishes to be shown the value you offer … tricks will only undermine the chance of that connection.
About Kinetic Knowledge NJ Digital Marketing Services
Based in Monmouth County NJ, Kinetic Knowledge is a full-service digital marketing firm offering SEO, website design & managed host service, social media, graphic design, content and more.
Contact us here or give us a call to learn more at 732-722-5915.