If you’re like most business owners you listen to these podcast and run off and try to implement these tactics and strategies to help grow your business. Why not? After listening to Dan McGaw last week I’m sure at least one of you started doing webinars. The challenge is often we hear the overarching strategy but not enough details to implement. That’s really the source of the failures today. So be sure to listen to today’s episode as this will only be a recap below.
Some of these 5 Marketing Tactics That Don’t Work come from AppSumo (a place that sells Marketing tools). Here’s the list.
1. Drip Emails
I know what you’re thinking, you’re thinking drip emails work. You’re probably wrong. At least to the degree they can work. Most business use the boilerplated drip campaigns that came with their CRM. (A drip campaign is simply an automated sequenced email campaign). As soon as a customer realizes that your message is automated and unathentic they tune out.
Solution: Broadcast and/or Conversational Emails. Essentially instead of sending out a sequence of emails to onboard new customers or to explain the benefits of your service, etc. Start using your email like a broadcaster. They know it’s automated, so why not be authentic and genuinely communicate to your audience updates or news items. Do more than a newsletter to make this effective. Another strategy mentioned was using the conversational tone.Effective Drip Email Tactic: Pretend like you're emailing 1 person and then do that for everyone. Click To Tweet
2. Landing Pages
Landing pages do work! Designing a page for a specific audience is very important. However, if that’s all you’re doing then you’re doing it wrong. In fact, if you try to sell anything by just doing the basics you’re going to fail. A landing page with just an offer isn’t going to cut it. You need to follow the model of salesmanship 101, which is talk about the benefits. Sell the benefits of your offer, not the features.
Solution: Sell Benefits, Not Features!
Have you ever visited a site been hit with a pop-up and left the site immediately? We all have. So Pop-ups do work, just like everything else we’re mentioned, but immediate pop-ups do not! Do not do those!
Solution: 15 Second Wait Pop-Ups or Exit Popups
Most of the pop-up plugins or apps out there allow you to set up a delay in the pop-up as well as create an exit one. I personally like Thrive Theme plugins for this or you can use the free Sumo Plugin if you’re a wordpress user.
4. DIY Creative
Stop doing you’re own creative. Unless you are a designer then you should not be doing your own photos, logos or blog post images. Just stop.
Solution: Use Templates
5. Hiring Based On Needs
Not necessarily marketing but it definitely can hurt your business. Most entrepreneurs hire based on the need at the time and this lowers their chances of finding quality people. They need someone so anyone will do.
Solution: Hire based on talent. Always be hiring.
From the moment you decide to run a business you should consider hiring talent. The reason is that a talented person can 10X your business whereas a bad hire could bankrupt it. At the very least a bad hire will hurt your momentum and cost you plenty. The cost of a bad hire is so bad that I’d rather you not hire anyone than hire a bad fit.