Marketing Tactics to Avoid when Launching a Startup
Conventional wisdom says 90% of startups fail. To be in the 10%, you’ll need to learn what to do, but most importantly – what useless marketing tactics to skip. Otherwise, you’ll be wasting money that could’ve made your business successful. Read on to learn marketing tactics to avoid — those that will likely put a spoke in your startup’s wheel:
Top Marketing Tactics to Avoid
1. Having weak content
Your business won’t stand out without superior content. Landing pages, website text, blog articles, and the like need to be done professionally. Quality images and text connect with your visitors, and search engines favor it.
By the way – if you’re in a niche industry, don’t create generic content. In most cases, it’s best to create content aimed at a narrow group rather than everyone. Specialized content is more effective because it feels personal.
2. Wasting money on display ads
Calling the good ol’ display ads useless marketing tactics is a stretch. These ads increase brand awareness when done right, but spending too much on them is a bad investment. According to a smartingsights.com analysis, display ads have really low conversion rates, and only 35% of them get views.
A better alternative is to focus on native ads (sponsored posts on social media). These can reach your target audience, get more engagement and increase conversion rates far better.
3. Buying fake followers
Did you know that most celebrities have allegedly bought a huge number of social media followers? Yes, even Barack Obama. But are you getting a good return on investment if you have fake followers?
On Facebook, Instagram, Twitter, and the rest, fake followers do nearly nothing for your conversion rate and organic reach. You might be seen as more popular, but you won’t get back your invested money. Plus, some social media sites frown upon these practices.
4. Pointless rebranding
While rebranding is a good idea when necessary, constantly changing your brand is a useless marketing tactic. Not only do you spend thousands or tens of thousands of dollars, but you’ll also lose the brand image you’ve already built.
The whole point of branding is to have a consistent image that people can identify with. Unless you’re Pepsi or Microsoft, or your brand was clearly made by amateurs, save your money and focus on your existing brand. Your brand may not be the reason why your business isn’t doing great.
5. Useless market research
Good market research can help you know your audience better, or it can help you know your market share when creating a new product. However, some forms of market research are useless marketing tactics.
For example, research based on focus groups is very narrow as they can’t represent your whole target audience. Another bad tactic is “bribing” participants to do user interviews or surveys. Their opinions might not reflect what they really think because you’ve given them cash or gift cards.
6. Duplicating Content Across Multiple Locations
If your business has multiple locations, resist the urge to simply copy and paste the same website content for each one. Unique, location-specific content is crucial for both users and search engines.
Imagine searching for a “coffee shop near me” and finding two listings with the exact same description, even though they’re in different parts of town. It feels disingenuous and unhelpful. Plus, Google sees it as duplicate content, which can hurt your rankings. Instead, highlight what’s unique about each location – the neighborhood vibe, special offerings, etc.
7. Keyword Stuffing Your Google Business Profile
Some businesses cram their profile description with every possible keyword variation, thinking it will help them rank. This actually hurts more than it helps, as it looks spammy to both Google and potential customers.
Would you trust a business description that reads like a robot wrote it? Neither will customers, and neither will Google. Instead of a wall of keywords, focus on writing a clear, concise, and engaging description that highlights what your business offers. Naturally weave in a few relevant keywords, but prioritize readability and authenticity.
Conclusion
Want to read more on about marketing tactics to avoid? Explore common misconceptions about digital marketing and discover 10 powerful branding tips specifically designed for small businesses. These insightful resources can help you navigate the world of online marketing and build a brand that truly shines.
And if you’re ready to take your marketing to the next level, don’t hesitate to contact the experts at Bright Pink Agency. We’re here to help you achieve your business goals!
