21st Century Marketing: Web Marketing Mistakes You're Probably Making

That being said, a web presence is no longer necessary to stay ahead of competition. If you don't exist on the internet today, you don't exist at all. Even a small mom and pop corner store can outshine any bully retail chain... just by offering a friendly website where one can learn more about the business (family or community focused messages are always a big hit) and maybe even print a coupon.

Regardless of what your business may be... the fate of your survival does depend on your website, so if you haven't already created your place on the web... now is the time to do so.

Web marketing begins with the impression you are giving your market.

Your website is as important as your physical location, and should be well maintained. From the first impression (a mere glance where the visual appeal describes the nature and professionalism of your website) to the actual content... everything you put into each web page will determine whether you can gain a new customer, or lose to a competitor.

Any errors on your website should be fixed immediately... from a layout or header that just doesn't really fit your style to any typos or grammatical mistakes in your website content. These little mistakes often stick out like a sore thumb, and may be the equivalent of a cockroach in an otherwise elegant restaurant. (Where's the closest fast food restaurant?)

In summary... if you don't have a website; get one! IF you do have a website... check it over (or seek consumer oriented feedback) and plan a makeover if needed. Before you do any web based marketing of your website and business... you have to be sure that your website is everything it could be.

You should know better than to make these common search engine optimization mistakes.

Just as it is common knowledge to have a web presence, it's also old news that one must optimize a website for the search engines. Here is where most website owners, and even professional web marketing consultants, make their first mistakes.

Yes, it is important to follow a guideline regarding keyword density... and to focus on the most relevant and appropriate keywords to optimize for. Yes, it can be nearly impossible to land on the front page of Google if you are marketing in a very competitive niche.

But... it can be done when you focus on a micro niche, such as geographical location.

However, the more important part is the mistake of focusing more on keyword density and search engines than on the actual end user... your potential customers. When you publish content on your website, your traffic will read that content. For that reason, you should never-never-publish content that won't convert your traffic.

The most important purpose of your website content, and any web marketing content, should be to attract and convert traffic. You'll find that the right SEO keyword guidelines are met naturally when you write quality content... but not when you're counting keywords. Content can often appear "awkward" this way, resulting in a higher bounce rate.

Fact: Google (and other search engines) rely on user feedback (length of time spent on site) to determine just how relevant a website is. So if your website sucks, you'll be disregarded... regardless of your keyword density.

In other words, the biggest mistake that's made during search engine optimization is overlooking consumer needs and interests.

Hmmm.... That's very true. In fact, that is the same mistake made when writing sales copy and many other web marketing campaigns. Without conducting thorough market research and remembering to focus only on the strength and sensitivity of a market-you'll fail to convert.

Let's take a look at other web marketing strategies and the mistakes being made...

Why Article Marketing Isn't Working For You Yet...

There are 4 major benefits to article marketing:

• Search engine optimization

• Conversions

• Exposure

• Building rapport and credibility

Scratch off the first benefit because SEO should not ever be used as the sole purpose for a marketing article. Just as with website content, true search engine optimization should occur naturally... and that's that.

Now the power of one single marketing article is immense. Many article directories will redistribute a quality article to a targeted subscription list, and that article will be read if it is actually a quality article. This means that an article should be unique-not as in "will pass Copyscape" but in the way that it is an unique perspective on a specific topic... something not already written a million different ways.

Many website owners look at competition for ideas to construct a marketing article, and this is a bad idea. Without offering something new to that subscription list, each marketing article is a waste of time and energy.

With that being said, it is a mistake not to ensure that each marketing article offers something useful, sets you apart from everyone else in your niche, and subtly peaks an interest in learning more about you. (Note-no marketing article, or any marketing approach, should have a self serving tone.)

Social Networking Mistakes

While you're tweeting about upcoming special offers, new product launches, or anything else that you want to promote... you are also spamming your friends, fans, and followers. Social networks are a great place to network, but how long can you stand to talk to somebody who only wants to talk about themselves?

When using any social network site, pretend you are at a party and communicate the same way. Tell a joke, as a question, or even offer some "food for thought" and learn to keep friends interested in what you have to say.

Sales Copy Not Selling?

If you've seen one sales letter, you've seen them all. As a copywriter, it's part of my job to rave about how effective sales letters are in converting traffic into paying customers. As a consumer, I know better-and so should you!

No, I'm not saying that a sales letter is a bad approach. But... it's not the only way to convert traffic. Sales letters are just one format of sales copy... and the same powerful copy writing skills can be applied to a friendlier and less intimidating format to lower the bounce rate and increase conversions at the same time.

We know the routine by now. Even though you're offering a nice incentive, as soon as I give you my email address you will start spamming my inbox and I will be taken to another long sales letter with a ridiculous price tag.

Sales letters do still work for some, but not for all. You have to consider the unique needs of your market and incorporate that information into the best sales copy format to use... not just which emotions to tug on.

In summary, the biggest 21^st century marketing mistake is the shoes you are wearing...

You're a business owner. You're a sales person. You look at the world in three different shades. There's you, your competitors, and the consumers who should be choosing you over your competitors.

But there's a reason this article focuses on marketing mistakes in the 21^st century. You don't have to watch the news regularly to understand that consumers are very mistrusting.

You can't trust the government, the medical industry, the media... you can't trust anyone. When you wear your salesman glasses, no marketing campaign can be as effective as removing those glasses and looking at the world through the eyes of a consumer.

There's a reason businesses are choosing to go green... and that message is appreciated by millions of modern consumers. If your website content and marketing strategy has been focused on the search engines... you can improve your public image by changing directions and expressing the same message... "I care about you."