BEYOND DIGITAL

Marketing Gone Wrong: 8 Faux Pas That You Should Avoid at All Costs (Pt.2)

Customer satisfaction - probably the most important quality feature of a company. Of course, many entrepreneurs claim that the source of their success is a high-quality service or a great product, because this is what drives customers to buy. We at CEYOND are of a different opinion, because our flagship are the customers themselves. For this reason it is very important for us that our clients are more than just satisfied. CEYOND's latest customer satisfaction analysis confirms this and shows: Our customers love us.

#5 Customer Retention of a Different Kind

Long navigation paths definitely ensure excellent customer loyalty. Potential customers will definitely stay longer on your website…

Customer retention is definitely important and should be the side effect of a good user experience. But how do you achieve this?

Don’t: The best way is to bombard your website visitors with as many options as possible and come up with a sophisticated navigation system so that visitors stay on your site as long as possible. Incredibly complicated and time-consuming navigation paths will definitely ensure that visitors are kept busy for a while and can build an intimate relationship with your company!

Do: Guide your visitors really straight through your website and quickly show them where to find what information. If you want your visitors to interact with your site in a specific way, you should direct them to the conversions using CTAs and other signs. To make sure you’re on the right track: funnel and click path analysis is a good way to find out where users usually stumble and leave a website. A/B tests and mouse- and eye-tracking will show you if the structure of your website matches the user behaviour.

#6 Always First Place on Google

Always try to rank with corresponding keywords to the concrete search query of your customers – even if you offer something completely different!

Don’t: It doesn’t really matter which products you offer as long as you appear as high up as possible in as many search queries as possible and your website is found. True to the motto apples are pears, you should definitely rank among the concrete search queries of the users or with the keywords that are currently in trend. It doesn’t matter if your offer only covers the same product category. After all, it may well be that the potential customer only notices what he really wants on your site!

Do: It may be true that you attract many visitors to your own site this way. But they won’t stay there for long if they notice that your site doesn’t match the search at all. Apart from high jump rates and an empty shopping cart, you won’t be remembered with a very good image – if at all. If you use ads, you will surely blow up some budget for free by undifferentiated keyword usage.

Our tip: Focus on transactional and as accurate as possible keywords rather than general keywords. With brands, the concrete product names are the most important factor. Try to rank well in the niche you are in. In the long run you will be more likely to convince the right people of your offer.

#7 Lead Magnets for the Masses - Be the Hit at Trade Fairs

Use as much budget as possible in free giveaways that have nothing to do with you and your company. The main thing is that you attract the masses!

Don’t: If you organize an event or are represented at a trade fair, you have to attract attention and offer something extraordinary to the visitors. Since it’s hard to get people excited about your product and your services, you should be able to distract them. How about a hot dog stand or a popcorn machine, for example? Of course you have to give this to all visitors for free – this way your stand will become the biggest traffic magnet.

Do: Convince rather with your competence and with marketing measures tailored to your offer. Qualified and valuable prospective customers do not come for free give-aways or popcorn, but ideally for you and your expertise. Goodies fitting to you can be a nice by-product if they are suitable, but they should certainly not be the main focus of attention.

#8 Positioning as an All-Rounder

Position yourself as an expert in just about everything. The more the merrier. The customers should feel that they are dealing with a true professional.

Don’t: Before your website or product range looks empty, you should pimp your company profile with all kinds of other competences and skills that are similar to the current ones. Probably it’s all the same anyway and if not: Nobody notices anyway. More is more in this case. People should see that you have a broad and comprehensive knowledge in your field and already have a lot of experience.

Do: You can compare it with the following thought process:  If you have the choice between an Italian who only offers pizza and pasta and an Italian who has Asian, Indian and Oriental dishes on the menu besides pizza and pasta – which one would you rather eat with for reasons of authenticity? Exactly.

That’s the way most people think online. Before you position yourself as an expert for everything and nothing and end up juggling with half-knowledge, you should rather specialize in something and work it out nicely on your web presence. The probability is definitely higher to be perceived as authentic and not as a whisk and “all-rounder”.

All in all, as always, there is a lot that can be done wrong – especially from the customer’s point of view. That’s why you should always put yourself in the position of a user or simply ask yourself what you’re usually annoyed by. Potential prospects are gone faster than you can say “A and B” – you should never forget that. It is also important that all marketing measures are really directed towards your goals and that you regularly ask yourself whether the means used really serve the purpose. Many roads lead to Rome and at least as many lead to a dead end – that much is certain!

Are you still unsure about the implementation of your marketing strategy? Please contact us for a non-binding consultation!

Author

Elena
Elena
Digital Marketing Consultant

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CEYOND Group
Office Campus Gasometer
Guglgasse 15
1110 Wien, Österreich

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