Why do many startups fail in online marketing?
One reason is the wrong approach to online marketing.
Too often, the goal of a startup is to use an online marketing tactic that immediately brings a flood of traffic to your website and quick sales.
This is usually not a sustainable marketing formula, because it requires an instant impact that is hard to achieve.
Another reason is a lack of marketing data about your prospects.
Many startups simply throw up their hands and decide to ignore the results of their website marketing, and assume that it will do the work by itself.
The keyword is often assumed: assume.
If you want to build a sustainable online marketing business, you need to know what actions your prospects are likely to take, based on their past behavior.
Without this information, it is hard to know what marketing tactics are likely to be effective and cost-effective.
What should you do if you want to build a successful online marketing business?
The answer is simple: collect the relevant information about your prospects.
In general, the best way to do this is to ask them.
Of course, this can be difficult, because they may not want you to do it, or else they may have conflicting answers.
It can be especially challenging because many prospects might not remember the circumstances surrounding the date on their membership card. In some cases, they may not even remember the name of the club they belong to.
What do most online marketers do?
The classic approach to online marketing is email marketing, which is certainly easy to implement, and certainly effective.
But it can be expensive and can be limiting.
The problem, I think, is that the only people you have going about this task are your boss and yourself.
They send you emails on a regular basis, with links to websites and sometimes products, but you only monitor the results once every couple of months.
It is hard to keep tabs on something that never happens to you.
Websites are also not the best way to build relationships with prospects.
They can be expensive, and they can be easily deleted, or they can be just out of date.
The better way forward is to have a relationship management tool like a contact management system, or a member database.
What are the pitfalls of online marketing?
In many ways, online marketing can be quite easy.
The only way to make it work is to be very clear about exactly what you want your prospect to do.
Of course, you need the prospect to engage with your website, but you need to do it the right way.
You need to tell them exactly what you want them to do.
You need to be clear on what their end goal is, and give them a reason to sign up.
It needs to work for you as well. If you do not give them a clear end goal, it will not work for you.
Your prospects need to know why they should trust you, and have faith that you will fulfill their needs before they will engage with your website.
Your website needs to have all the links clearly displayed.
You also need to make sure that all the information is available to be found when the prospect wishes to do so.
In short, you need your online marketing material to be a rock-solid product. The only way to make it work is to offer something of value – not just a sales pitch.
You need to tell the prospect why they should engage with you. What benefit can they expect from engaging with you?
What benefit do you provide them? How they benefit from working with you?
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