Published on September 20th, 2016 | by Jose Vasquez0
The Biggest Mistake You Can Make in Online Marketing
Online marketing is the best way to build an audience for a new startup, but only if you don’t make this critical mistake.
Online marketing comes in many forms. You can pursue different mediums, different messages, and target different audiences at different scales. The choices you have in front of you are practically infinite, but as long as you do the work of proactively researching your options and making adjustments along the way, you can generally improve your results.
However, there’s one online marketing mistake I’ve seen too many startup entrepreneurs make, and it must be avoided at all costs; neglecting the conversion optimization process.
The Online Marketing Vision
In general, the goal of online marketing is to drive traffic. You’ll raise brand awareness, improve your brand reputation, and increase visibility, but ultimately, almost every tactic you’ll use will be focused on getting more people to your website. This is a good thing, but it alone can’t make your strategy valuable; this is the crux of the mistake in thinking.
Quality vs. Quantity
The critical dilemma you should be considering here is quality versus quantity. Yes, you can drive thousands of new people to your site with your new strategy, but what value are those new people to your brand, overall? It’s better to earn 100 new visitors who become paying customers than 1,000 new visitors who do nothing for you.
The Role of Conversions
“Conversions” come in many forms; it could be purchasing a product directly, downloading a whitepaper, or even filling out a contact form. But in some way, this is a customer taking the “next step” in their relationship with your brand, and moving toward some actual value. Think of “conversions” as ways to “convert” ordinary traffic to paying customers.
Why Conversion Optimization Should Be Your First Step
Before you start getting more traffic to your site, you should spend some time optimizing your site for conversions, increasing your total rate. Otherwise, all those new customers could end up being missed opportunities. If you skip this step, you might have lots of traffic coming and going—but you won’t end up making any money from it.