Every business owner gets advice and needs advice once in a while.  It’s great to seek out other successful business owners or friends and get their opinions and bounce ideas around.  However, we’ve heard some interesting advice that doesn’t make sense for every business.  Here are some of the worst that marketing professionals cringe at:

1.)   Why aren’t you on {insert random social media network here}? You need to be on there!

Yes, there are some real benefits to using social media to market your product or service.  It gives you the ability to interact with your customers, it can be cost effective and you can see what the competition is up to.  But do you need to be on every one?  Absolutely not.  You need to evaluate what social media networks your customer are using and what makes sense for your business…and concentrate your efforts there. If you’re a B2B brand, for instance, you may find that you have limited success using Facebook. Also, remember that if you have niche audiences, other appropriate platforms may prove more fruitful than the mainstream. To try and be everywhere at one time might not be the best strategy for your business, not to mention time consuming.

2.)   Want more exposure on Twitter? Add as many hashtags as you can!

#Hashtags are everywhere these days. You see them not only on Twitter, but also on Instagram, Pinterest, Google+, and now Facebook. As a marketer, you can’t ignore them. You need to know how to strategically use these tagged topics because hashtags can expand your content reach, amplify your brand, target your market, get your content found, improve your SEO, and more. However, the best strategy is if your hashtags are brand/campaign specific, related to a trending topic or content related to your business.  It’s not a good idea to spam trending hashtags or post-unrelated content.  Posting to many trends – particularly when they are unrelated to your business – is viewed as poor on line etiquette. So choose wisely.

3.)   The best way to quickly increase email performance is to buy lists.

Think again.  Did you know reputable email marketing vendors don’t let you use purchased lists? They will insist you use opt-in email lists, so is it really a good strategy?  Furthermore, the people on the purchased list don’t know you. Purchased lists are sometimes scraped from other websites, which, in my opinion, is a shady way to acquire email-marketing names and not a great way to form a relationship with potential clients since they didn’t opt-in to your list. If you force your email content on anyone, even if you “know” in your heart of hearts that they’re a great fit for your products or services, you will preemptively lose their trust and their future business.  There are many other effective ways to grow your email marketing database.

4.)   You don’t need a mobile-ready site.

Really?  How many people are searching for your product or business on their cell phone or tablet right now? Mobile devices accounted for 55% of Internet usage in the United States in January 2014. Typically, mobile website visitors are looking for quick access to your business. They want a phone number, your hours of operation, directions to your business, coupons, menu choices and pricing so not having a website that provides this information could be very detrimental to your business.  Not having a mobile-ready site could also hurt your SEO results.  Is it time to invest in a new site…if it’s not responsive, yes!

Let us know the worst marketing advice you’ve ever heard!  www.insightful-marketing.com