Of late, some marketers have taken this concept to the extreme, pumping out content at assembly-line pace.
More blogging is better blogging, right?
If you’re trying to compensate for low quality with high quantity, you’re doing yourself more harm than good — readers won’t regard your content well, and as a result, Google won’t hold your domain in high regard, either.
Additionally, if you’re resource-strapped, there’s a blogging volume sweet spot you can rest comfortably in.
92% of businesses that blog multiple times a day have acquired a customer from it.But 78% of businesses that blog on a daily basis have also acquired a customer from it.
After a while, you’ll start to realize some offers perform better than others for lead generation, so you start using that offer all of the time.
Problem is, that offer can get really over-saturated really fast, and what once yielded your best click-through rate will end up being mediocre at best.
Start focusing on creating a new lead generation offer that’ll capture people’s attention. Look at historical data to see what topic has performed best for you, and find a way to make it 10 times better.
4. MILLIONS OF MINDLESS BACKLINKS
To be great at SEO, you need inbound links. But to get inbound links, you need other sites to link to you. That doesn’t give you much control.
Oh, I know! I’ll create my own little websites — many marketers have come to refer to these as ‘microsites’ — and link to my domain from those!
First of all, maintaining a bunch of websites takes a ridiculous amount of time and money.
I mean, where are you getting all the content to keep them going?
Plus, for your inbound links to mean anything, they need to be coming from a wide variety of high quality sites. Unless you plan on creating hundreds of microsites that have a ton of clout with the SERPs, this strategy is a waste of your time.
START FOCUSING ON: Attracting organic inbound links. Work on creating content and marketing people love. Do that, and you’ll see the right kind of linking — the inbound kind.
We’re the last ones to say you shouldn’t be reporting on your marketing, but with the Big Data explosion has also come a whole lot of time wasted interpreting numbers and analytics that don’t really mean anything for you right now.
It’s easy to spend an entire day just diving into, say, conversion reports, but what is all that information getting you? A lot of spreadsheets and numbers does not make a marketing strategy.
Figure out exactly what numbers you need to know for your business’ marketing, and do deeper dives into specific metrics as needed. It’s a better use of your time, and frankly provides more actionable advice than running hours of reports at the end of each month that you never use.
START FOCUSING ON: The metrics you need to succeed. Analyze where your business has performed well, and where it has potential. Start focusing on these areas.
6. PRESS RELEASES
The thinking behind the millions of press releases businesses produce each year is that they’ll get placed on an external site when picked up, and the coverage will come with an inbound link.
Unfortunately, almost all of the press releases getting churned out of marketing departments is not landing any actual press coverage. And the releases that are picked up?
Those aren’t exactly valuable inbound links when they’re getting funneled out to low quality sites.
Stop trying to weave an amazing story out of something relatively unamazing just so you have PR fodder.
It’ll just make journalists get really used to ignoring you, and your writing time is better spent on other types of content — like blog posts, for instance — that attract qualified readers and quality links.
START FOCUSING ON: Writing other types of content — like blog posts, for instance — that attract qualified readers and quality links.
7. UNTARGETED PAID MEDIA SPEND
2015 saw a ton of advancements in paid advertising targeting options. For instance, did you know…
Twitter paid advertising now allows marketers to target their audience by interest or username?
If you’re investing in PPC in any capacity and using targeting like this, congratulations, you’re doing it right.
If, however, you’re dumping money into completely untargeted PPC, it’s kind of like emailing your entire contacts database without doing any segmentation.
Turn off your paid media spend that isn’t leveraging targeting functionality, otherwise you’re throwing your marketing budget right out the window.
START FOCUSING ON: Targeting your PPC campaigns to people you want to reach. Even if that overall volume is lower, the conversion will be higher.
8. THE MOBILE APP YOU’RE DEVELOPING
You unequivocally should be investing in mobile marketing.
Investing in mobile application development, however, is a distraction and resource sap for most marketers.
There are well over one million mobile apps on the market, and they’re being released at rapidly increasing rates — not to mention 25% of apps are downloaded only once, and never used again after their initial download.
With a cluttered market and stickiness challenge, unless your mobile app is going to drive some serious results for your business, reroute your efforts to something that will give you a bigger bang for your buck.
START FOCUSING ON: Optimizing your entire web presence for mobile. The negative impact from having an unfriendly mobile presence will be far greater than the success of a mobile app.
9. UNNECESSARY WEBSITE REDESIGN
Full-fledged website redesigns start out sounding like a great idea, and end up being a massive headache — typically pulling in more people than you thought would be involved, spending more money than you budgeted, and often adversely impacting conversion rates.
It’s not that you positively do not need a website redesign in 2016 — you very well may — but before you overhaul what you’ve got, ask yourself if you can work in smaller chunks.
Consider a series of A/B tests in which you incrementally improve upon parts of your website, and apply your learning on a wider scale once they’re statistically significant.
And if you do learn that a bigger redesign is needed, assess whether you have the in-house resources required to pull it off without derailing all your other initiatives.
Just make sure you’re making your decision based on analytics, not gut feelings.
START FOCUSING ON: Optimizing the social media channels that are driving success for your business. It’s okay to admit that a particular network doesn’t work for you.
There’s no time like the present to take a look at your marketing activities and figure out what’s working, and what isn’t.
And if you’re setting aggressive marketing goals for yourself, cutting some of the time-wasters and ineffective tactics mentioned in this ebook will give you the bandwidth you need to pursue those new strategies.
Whatever it is you’re resolving to do with your marketing strategy next year, make sure you resolve one extra thing: To constantly evaluate whether your activities are moving the needle.
It’s always a good idea to experiment with something new — as long as you know when to say “when” with the latest and greatest.