Well, the year is almost up. And now is a good time to reflect on what worked and what didn’t work during the year. So, with this in mind, I have compiled a list of some of my marketing ‘pet peeves’ for 2016.
1. Why am I on your mailing list?
You know, there is a fine line between being assertive or a nuisance. And adding someone to your email list without their consent almost certainly lands you in the latter category. Not only is doing this rude, it is also illegal and goes against New Zealand privacy laws and the rules of MailChimp and other email marketing services. And don’t get me started on unsubscribe buttons that either aren’t there or don’t do what they’re meant to — unsubscribe!
Take-home tip
Create great content that your prospects want to see because it adds value. Do this, and people will scramble to be on your list. Also, don’t be afraid to be upfront and ask their permission, and always provide an out with an unsubscribe button/link.
2. Too much tech, not enough you
What’s wrong with talking to people — a method of communication that predates the carrier pigeon? Email, or dare I say it texts, can often be impersonal and can be misunderstood.
Take-home tip
There is more to communication than just words—tone of voice and body language, for example. So, embrace technology in a good way, and when appropriate, use methods such as the phone, Skype or FaceTime.
3. Too much video & Facebook Live
Don’t get me wrong; video has its place, but it is no ‘silver bullet.’ Sure, Google loves video, but do your customers? The problem is you often have to watch the whole thing to find the information you’re looking for.
Take-home tip
Make sure you have all your ‘ducks in a row’ so you can maximise the use of such tactics. Other forms of content, like blogs and infographics, are important, too.
4. No call to action
What’s the point of creating marketing collateral with no call to action? If you don’t tell/guide people what to do next, how can you expect them to engage with your organisation? They’ll just go somewhere else.
Take-home tip
Get into the habit of always having a call to action. My friends laugh at me because I can’t even write a personal email without including one! Remember, a call to action doesn’t have to be a “buy now” or “contact me.” If writing a blog, for example, it could be “please share” or “please leave a comment” or “read more on this topic”.
5. Allusive logos
The size of a logo is often a contested discussion point between the brand owner and graphic designer. The whole point of having a logo is brand recognition, so make sure people see it. Michael van de Elzen, of My Food Truck fame, is currently promoting his supermarket brand using a bus stop advertising — the logo is hidden in the corner, so I can’t even tell you the brand!
Take-home tip
Think about the size of your logo. Is it big enough? Is it designed well so that it looks good when reduced in size? Also, remember that placement has a big impact, too. Still on the subject of logos, why do some companies spend big money on IT and not on their brand message and subsequent logo? The flashiest IT in the world won’t communicate your message to your customers.
Remember all your marketing efforts should be with your ideal customer in mind. So, with all the bugbears listed, ask yourself: Would my customers like this? Do they really care?
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