In the age of blogs, it’s relatively simple to find guidance on how to do something right. Whether it’s a personal goal like saving for retirement—or a professional objective such as career advancement—advice is just a click away.
But where does this leave those who prefer to settle for less? You know the type. They embrace status quo, ignore best practices, and deliver below average performance time and again? Where can they turn for surefire tactics to ensure past performance remains indicative of future results?
When it comes to digital marketing, examples of lackluster performance abound.
Quite often, all one has to do is check an email inbox, visit an aging website, click a digital advertisement, or peruse a company’s social channel. Examples of how not to connect with customers are everywhere.
As it turns out, being a bad digital marketer is incredibly easy. It requires very little effort and can be achieved regardless of team size, budget, industry or geography. In fact, just about anybody can do it. All you have to do is follow these five simple steps.
1. Tell Customers Where to Go
The best worst marketers manage prospects with a funnel-like approach. Prospects flow in the top, and customers come out the bottom. There is no need to map the customer journey because the path is linear. The credo: Customers don’t dictate moments that matter, marketers do. Don’t guide them on a journey based on their stage in the lifecycle or how they engage with communications. It’s too complicated.
2. Keep Email Impersonal
When it comes to poor email marketing, lack of personalization remains one of the hottest trends. For optimum subpar performance, batch and blast or mass segmentation is the way to go. Prospects and customers detest receiving messages that show no awareness of their profile, buying history or preferences. It’s a great way to drive unsubscribes and kill conversion rates.
3. Be Anti-Social
Under performing marketers believe that Facebook and Twitter serve no business purpose. Sure, it’s cool to post snapshots from the company picnic from time to time. But nobody has time to sort through thousands of @mention posts—especially when many of them are really service-related. Remember, the role of marketing is to push the message, not listen and respond. That’s what the 800# is for.
4. Stick to Silos
Luke manages email, Grace does mobile, and Levi has the web and social. Why mess with lack of success? Each submits their individual communication plan on time each quarter—there is no need to further collaboration. After all, prospects and customers only use one channel or device at a time. If the experience isn’t exactly cohesive, they’ll never notice.
5. Don’t Bother with Testing
Without specific business goals to measure against; what’s the point in testing? Improving performance a few percentage points here or there doesn’t seem to move the needle much. You’re better off sticking to the strategy everyone agreed upon—one campaign at a time, one channel at a time. No adjustments necessary.
It’s Never Too Late
Okay, we obviously don’t want to see anybody take the tongue-in-cheek advice detailed above. Yet tens of millions of times every day, examples of really bad digital marketing appear in email, and on social channels, websites and mobile devices. So if anything you’ve just read hit a bit too close to home, it’s never too late to get started!