What are the rules of effective marketing? If you’ve been reading this blog for more than a day now, then you’re no stranger to what marketing is. You know the dos and don’ts of effective internet marketing as well as how to build a good email list.
You’re even doing marketing right to some extent and have come to figure out what works over the years but, could you be missing some things?
I’ve been marketing online for almost 3 years now; I’ve worked with various clients within this period, developed my own system and analyze dozens of other marketing systems to see what works and what doesn’t. Surprisingly, I’ve noticed some very common mistakes among marketing that fail; mistakes people seldom talk about – the unwritten rules of effective marketing – and I want to address some of these mistakes in this article.
5 Seldom Talked About Rules Of Effective Marketing
Rule #1: Have a Professional Website
This seems very basic and you’ve probably heard it before online but the reality is that people hardly tell you that it is essential to effective marketing.
There are a lot of things that go into having a great website and a professional web presence and it’s more than just looks; from having a fast, crawl-able small business website to having a website designed to encourage people to share, link to and talk about your website, the importance of a good website online should never be underestimated.
Budget is often one of the reasons people go for mediocre websites online and this is understandable to some extent, but it doesn’t have to cost a fortune to create a great user experience.
While getting a quality WordPress design can be to some extent expensive, here are some better and more effective alternatives:
This is one of the most cost-effective website builder online, with a ‘specialized site builder’ as well as an ‘HTML editor’, it makes it easy for you to create new websites and edit your existing website.
With Easy WebContent, you also don’t have to spend thousands of dollars to design a professional website since there are several themes provided that you can customize to your taste, even if you have zero coding or design experience.
This is also similar to Easy WebContent in nature and can help you create good looking websites without you having to spend a fortune.
Moonfruit is another extremely popular drag and drop editing site building tool which uses flash, however Moonfruit are planning to roll out a HTML version of the software sometime this year…
Rule #2: Analytics
If you’ve been hearing analytics for awhile now and think it’s something very technical or that effective marketing can do without it, then you’re wrong.
Effective analytics is a core part of effective marketing and both always have to go hand in hand. Also, if you think that by “Analytics” I’m talking about using tools like Google Analytics then, I’m sorry to say this, you’re missing the point.
Tools like Google Analytics provide the most basic form of analytics to web users and why you should have them installed on your website, it’s important not to rely on them.
You want to go for more advanced customer analytics and event tracking tools like Kissmetrics; Kissmetrics makes it extremely easy to track a visitor’s life cycle on your website right from the very first visit; it’s also much more accurate than tools like Google Analytics and provide insight into how each visitor to your website become leads.
Rule #3: Split Testing
You’ve probably been reading about split testing in a lot of places but there’s every probability you’ve heard that split testing and marketing don’t have to go hand in hand.
Just like effective analytics and marketing need to go hand in hand, the same thing goes for split testing; effective split testing helps reveal which particular element on your website is getting users to take a particular action.
For example, changing a simple button could result in more sales, more subscribers or even more sharing of your content; same thing goes for changing a line of text. The thing about people’s behavior online is that it can be very tricky but the right split testing tool will reveal what works for you.
Personally, the tool I use is Optimizely; Optimizely makes it extremely easy even for a complete beginner to split test elements on a web page and see what’s working and what isn’t.
Rule #4: People are More Likely to Connect with YOU than with Your Brand
How you interpret the above will definitely depend on a lot of factors but what the internet has been making clear for awhile now is that people prefer connecting to a personality than a brand.
That’s why there are a lot of popular blogs today and while blogging keeps becoming popular; it’s also why content marketing is becoming a trend.
If you want your marketing to explode then you might want to develop your marketing around a personality; this could be someone in your organization who can create content, tend to users concerns and let them know you’re there for them. In fact, you can create a “special personality” that people can connect with.
People will go for personal than brand anytime, so while you want to further your brand it’s also important that you have a personality that people can connect to and relate with.
Rule #5: It Takes Time
This is why many marketing campaigns fail.
People are always chasing tactics and looking for the latest technique that works; as a result they invest in a short-term marketing campaign that eventually fails.
Take look at the most successful companies in the world now and they’ve been around for a very long time; most of them didn’t become instant successes. Instead, they kept investing time and money into their marketing until they get results.
It’s important to know what marketing works for you and when it’s time to change, but it’s equally important to realize that effective marketing takes time.
image courtesy of PhotoBucket user: alptionweb
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