It’s the season of goblins, ghouls, and ghosts. But don’t let those creatures scare you. This time of year, it’s important to focus on your marketing. So here are some scary marketing mistakes to avoid.

1. Spooky, outdated websites. Your website is the front door to your business. Make sure people know you’re open and ready for work by keeping your website up to date. Even a few new pictures on your website can make a big difference. With PhotoBiz, you can even change your website template without the need to rebuild your website. Your content will move with you!

2. Ghoulish branding. You have a brand for a reason; to keep elements of your business consistent and recognizable. Think about your brand as you market. Remember the brand colors, themes, tone, logo usage, experience, and more when you’re creating or updating your website and marketing promotions. 

3. Scary spelling and grammar. You heard this all throughout school. It’s extremely scary the way some people write these days. Don’t be that person! Make sure your spelling and grammar are on point for all your communications. Have someone read over everything you write before you send it out or post it, to ensure it’s accurate. Reading your work aloud is another great way to catch issues. Hearing what you wrote can help you improve the way it sounds.

4. Information brain explosion. You have a great company/business and you want to shout it from the rooftops. That’s not a bad idea, but make sure your message is focused. Too much information will leave customers confused, while too little information will leave them wanting more. Find a happy balance. Focus on what makes your business special and unique. If people are interested and want more details, they’ll ask.

5. Focusing only on fresh blood. It’s important to follow up with leads and get new customers, however, it’s even more important to nurture your relationship with those who have already done business with you. Send an email (or letter) with a coupon code to existing customers to entice them to make an additional purchase. However you choose to communicate, make sure you are targeting both new and existing audiences differently. They are two distinct audiences.

6. Leads left for dead. No matter if it’s a new or returning customer, you need to follow up with leads. It’s important to nurture your customer base throughout the buying process. Follow up after every interaction with both potential and current customers. This can help keep your product/service top of mind when they need something you offer. It all comes down to this: find a way to stay in touch and keep that conversation going.

7. Stirring up social media, but not social marketing. There’s a difference between social media and social marketing. Social media is posting on your social accounts. Social marketing includes organic posting, monitoring and engagement, and even paid advertising. Make sure you’re not just posting, but paying attention to what your audience wants to see and what interests them.

8. Ghosting on video marketing. Videos are all the rage across social media, and their use is growing every day. You don’t need fancy equipment to make a video. Your smartphone and a well-lit space are all you need to start. Think about how-to videos, featured products or services, or even a company culture/fun video. Adding video to your social marketing plan is a step toward success. Skipping video is a big mistake.

9. Deserted blogs. You might have a website, but are you blogging? A blog helps you connect with your audience and can help generate leads. Starting a blog and then leaving it untouched can lead people to wonder if you are still in business. Blog on a regular basis, whether that’s once a week or once a month, to keep customers coming back for more. And, always write with your customer in mind — providing information on questions or issues they might have.

10. Dead ends. Don’t assume people know what action you want them to take; you need to spell it out. Include a call to action on every page of your website, in your emails, and in advertisements. If you let people know what you want them to do, they’re more likely to take action.

11. Abandoned SEO strategies. Make sure your site is set up for success with search engines. Want someone to do it for you? Use PhotoBiz’s SEO Go Service and let our experts help. We monitor changing trends and find opportunities to push your online business from good to excellent. SEO is never done, it is an ongoing process. 

12. Customer service left in the cold. Good customer service is a must these days. You need to respond to your customer requests in a timely manner. Use your scheduler to encourage clients to set appointments and your email marketing tools to keep in touch with your customers.

13. Cat got your tongue on why you're special? Your brand is special. You run your business for a reason. You have to figure out what makes you special and unique and tell people why they should do business with you. Do you have a unique story? Can you make what you sell personal? Are you an expert in your field? No matter what makes you unique, you need to share that in your marketing to help your business stand out.

Don’t let scary marketing mistakes keep you from putting your best marketing foot forward. And remember, PhotoBiz has marketing tools to help make your emails shine. 

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