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5 strategies to ban from your marketing plan
Everyone wants to be successful online, and that's why we always put together the best marketing plans we can think of, but sometimes that backfires and actually hurts our sales instead of increasing them. You'll need to know what you're actually doing, prior to implementing anything in order to bring in sales and brand your company. You can't just "wing it" if you want to be successful, because you'll usually hurt your website more than you'll help it, even though some companies have done this right without prior research.
If you want to avoid any negative things coming back to bite you in the butt, you'll need to remove a few things from your marketing plan. This is because you'll be removing personal emotions from your campaigns, which can actually hurt your entire business, and we definitely don't want that happening. You will also need to remove anything naive thoughts so that you can work on the best marketing plan possible. Sure, some people will say their marketing strategy is the best because they used a PPC campaign, but that might not be the best route for you, so you need to figure out what works. In order to figure out what works best, you'll need to do plenty of testing, but you'll definitely want to avoid some common hurdles that could hurt your business. These hurdles are fairly easy to get around, because you won't be doing them in the first place, and these hurdles are:
Smear campaigns against your competitors
When you do some research about your competitors, you're going to see that they are usually do everything right, even if they aren't. You might want to harm their rankings or image because you're now jealous of their success, so you decide to run a smear campaign. I highly urge you to not do this, because it never works the way you imagine it will. You're actually wasting your time on someone elses website, and your own will suffer because of the lack of concentration.
A smear campaign isn't a good thing to do, and if you're caught doing it, you'll actually kill your own business because now people will see you as petty. Remove this strategy from your marketing campaign because you'll feel better when you beat your competition at their own game, not by hurting their business image like a shady business owner.
Over linking your homepage and sub pages
If you're running a legitimate marketing campaign, you'll likely be linking to your website from time to time. You'll need to spread the love across all of your pages and not target just a single one. If you target just your homepage, it won't look as good to the search engines, and your sub pages will suffer in the SERPS. If you spread the love across all of your pages, or just link to relevant ones when you do place a link, you'll benefit much more than you would if all the links are aimed at your homepage.
Think about it, if someone is reading about a Poodle and you place a link within your content that talks about poodles, they will expect to click through and read more about poodles. If they get directed right to your website, they will get annoyed because it's not what they expected. Linking like this is also good for your rankings because it's what Google wants to see Use relevant anchors aimed at relevant pages and you will see your rankings boost as well as your sales
Posting to websites that are already penalized
I'm sure that you've heard of bad neighbor backlinks and why they should be avoided. Basically, you could be placing a link on a website that is penalized within the search engines or even removed from the search results, and that won't carry anything positive over to your website. It doesn't matter how much money the company has, if they are a bad neighbor, you don't want to link to them. This will just carry over a negative aspect, in the eyes of Google, and they will likely drop your rankings a little bit.
When you're out there commenting on blogs and forums, be sure to rotate 10 or 20 pages of your website when you do place a link. This way you'll spread the love and everyone will be happier when they do get on your pages
Fighting with clients in the open or in secret
When you come across a grumpy client, or just someone that doesn't have some kind words for you, never argue with them. It doesn't matter if you're on a forum, blog, or they're sending you hate mail. You can't argue with them because there could be thousands of people watching and waiting for your next word. Even if it's within an email, you don't want to argue with them because they could easily screenshot your conversation and post it wherever they wanted, which would hurt your businesses image.
Instead of arguing, you'll want to put out as many flames as possible, all while being professional and reasonable at the same time. Sure, some people will stick to their guns and constantly say you're a horrible company, but you can't tell them to F off because that will hurt your image. It doesn't matter what they're saying, they could threaten to kill your entire family, you need to stay professional and not get angry. As soon as you get angry in an open website for everyone to see, you hurt your own image and they win. Don't do it, no matter where it is, and understand that some people can't be reasoned with.
Using PPC campaigns as long term branding
Don't get me wrong, PPC campaigns are great to bring in clients and sales, but it's not a long term branding play unless you have millions to invest in the campaigns and never have the stop. In reality, you're going to be using PPC campaigns to bring in quick sales and then use your email campaigns to brand yourself to everyone that signs up or makes a purchase. PPC campaigns can help your branding, but it's not going to be anything long term, people will forget you if they browse over your ad and never click it, so don't think you're actually branding your business this way.
Sure, some banner campaigns can help with your branding, but it's not because of the banner itself. The branding really comes into play when you catch the eye of people who have good ad space for a one time monthly or yearly fee. Usually these cost a lot less, and are up 100% of the time to anyone that visits the site, so that's how you'll benefit from a branding sort of PPC campaign.
If you're doing any of the above, you should change up your marketing campaign since these points are not something you'll benefit from. Never do a smear campaign because it will never work the way you plan it, even if you think it works, your website will suffer since you aren't focusing on your own stuff. You can't fight people in public or within an email because it's not professional at all, just stay calm and answer everything while trying to put out flames. Avoid penalized websites and don't link to just your homepage and you'll be happy with your linking campaign
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