Why Your “Go-to” Web Marketing Tactics May Let You Down

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Unfortunately, some of the same problems at home can transfer into the workplace—the biggest problem being change. Change is obviously a good thing and a necessary thing, but it certainly has its share of problems.

You remember when you used to expect your children to listen to you, then the teenage years hit.

You remember when your 8th grade teacher let you turn in your homework one day late, then high school hit.

You remember when you knew your big, strong SUV would take you to work on time, then the neighbor’s bigger SUV hit.

Things in your business can change just as fast as the things going on in your life, and Internet marketing is among the fastest.

shutterstock_131966639The reason there are so many blogs giving advice about Internet marketing is because change happens so rapidly. Best marketing practices are changing, and it takes the efforts of many to inform small businesses and entrepreneurs of these changes.

For those who are new to the Internet marketing world, whether a new manager, new business owner, or recent graduate, it is imperative that they get up-to-date information. For those who are veterans at the Internet marketing game, it is imperative that they do not get set in their ways. The truth of the matter is this: there are certain aspects of Internet marketing that you can no longer count on to work for your business. In other words, if you’re assuming these factors of Internet marketing are not going to let you down, think again.

Don’t Expect These Concepts to Do Your Company Right

Below lists a few factors that you should no longer count on when it comes to your web marketing campaigns. This doesn’t mean that some of these things won’t help you in certain situations; it just means that you shouldn’t put all your eggs in these baskets, so to speak:

Email addresses are not as available as they used to be.

When web marketing started, people were more inclined to give out their email addresses because there was not nearly as much spam to be had. This allowed your company to send out newsletters and messages to anyone who might be interested.

Today, people are extremely hesitant to give out their email address in fear that their inboxes will be filled with spam or unwanted, annoying daily messages. In other words, you can no longer assume that you will have a good email list when it comes to email marketing, so your efforts now need to also be on convincing potential customers (and even existing customers) why they should subscribe to your email list.

The way we surf the web has changed.

The past few years have given us smartphones and iPads. This is something that now has to be taken into consideration when starting an email marketing campaign. While it used to be a given that your campaign would be viewed on a large computer screen, you can no longer use this assumption. Consider your font, images, and audio when creating a campaign. Would they be easily seen and clearly heard on a tiny screen?

shutterstock_121289296People are now used to customized messages, products, and even websites.

More competition has grown in the world of email marketing, and people are starting to pick up on the fact that the Internet allows you to be more selective when trying to lure in customers (e.g. local search marketing). While the past encouraged a company to market to everyone on a large scale, the current economy forces companies to use websites and tactics that will market only to people interested. If you continued to market wherever you wanted and ignored the opportunity to customize your messages and narrow your audience, your money would be wasted.

You can no longer count on simply a good piece of content.

If content is what you want people to read, the simple quality of it may no longer be enough. People are being bombarded with podcasts and flashy images, not to mention the fact that Americans today are moving at a faster pace. While your web marketing has always needed something to grab the attention of readers, this idea has been amplified. You now need great content in addition to great optimization and creativity (videos and infographics are now your competition).

The Takeaway

Overall, there are tons of staples that will (most likely) always be a necessity when it comes to Internet marketing—good content, organization, clear contact information, carefully placed links, etc. However, knowing these few items that have changed are crucial in keeping your web marketing efforts successful.  However you want to look at it, change is necessary. When my high school teacher told me late homework was no longer acceptable, I did not stand there and try to prove her wrong—sometimes change can be good.

Do you know of some older marketing tactics that used to be more dependable than they are now? Let us know your thoughts in the comments below.

Amanda DiSilvestro gives small business and entrepreneurs SEO advice ranging from keyword density to recovering from Panda and Penguin updates. She writes for the nationally recognized SEO Company HigherVisibility.com that offers online marketing services to a wide range of companies across the country.

About the author

Amanda DiSilvestro

Amanda DiSilvestro gives small businesses and entrepreneurs SEO advice raging from keyword research to local SEO strategy. She is the online content editor and lead writer for HigherVisibility, a nationally recognized SEO company that offers national and local SEO services to companies across the country.