The web has been around long enough for marketing agencies to realise which tactics work and which ones don’t. If you’re handling your own digital marketing, here are a few methods to avoid at all cost – they could end up doing more harm than good to your reputation.
In the early days of the internet, you could secure your place at the top of search engines by strategically using keywords on your website. By using ‘gardening company’ a few times, you might be able to get on the first page of Google whenever someone searched ‘gardening company’. Sadly, many websites cottoned onto this and started to spam keywords hundreds of times onto their website, so that when someone searched theses keywords, their website would appear first.
Search engines swiftly cottoned onto this and developed more complex algorithms to weed out this behaviour. As a result, keyword spamming no longer had a positive effect on your rankings – if anything it could damage them. Most people are put off by keyword spamming anyhow, as it can make a website unreadable and clunky. You’re far better off hiring an SEO company that can naturally boost your search engine rankings.
Buying likes and followers on social media sites such as Facebook and Twitter can make it look like you’ve got a bigger following and that you’re a more sizable company. However, social media sites are now cracking down on this behaviour and punishing those pages that do it.
Even without this crackdown, buying likes has been proven to do more harm than good to the effectiveness of your posts. You’re far better off outsourcing a social media agency or paying to promote posts through Facebook’s own promotional service. Inviting all your friends and family to like and follow is also a sneaky, effective and free way of upping your following.
Being too promotional
The 80/20 rule is important when it comes to promoting your business on social media. In simple terms, 80% of your content should be non-promotional, and only 20% promotional. This is because social media was invented as a fun tool and people respond better to fun posts. Sure, you should definitely take time to promote your product on social media – but make sure that you’re spending an equal time drawing in those initial leads with engaging content such as photographs, surveys, news, advice and quotes that strangers are more likely to relate to.
Disabling comments and reviews
Many websites allow you to disable comments and reviews. You also have the option to stay off sites such as Trip Advisor. This is one way of ensuring that no negative feedback gets out there in the public. However, it can also prevent positive feedback and interaction with the public. Besides, disabling comments and reviews can often make it look like you’re hiding something, deterring people from investing in your business. Embrace feedback of all kinds. Show off positive feedback through testimonials on your website and by posting it on social media (with the person’s permission). Meanwhile, respond to negative feedback appropriately and use it as a way of showing off your customer service skills.
The internet allows some anonymity that you don’t get in real life. Don’t use this to lie about your business. This could include claiming to have worked with certain clients that you actually haven’t worked with, advertising stock that you don’t currently have or creating fake scarcity by claiming you only have a limited number of products left when in fact you have hundreds. All this will damage your reputation if the truth gets out and may even get you in legal trouble.
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