37 ways you are confusing your customers

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Post on 01-Nov-2014




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Ever consider that what you are doing might be the reason your conversions aren't happening? Take a quick look at these no-nos...


  • 1. When you do business online, communica2on is everything. If your marke2ng isnt clear, poten2al customers get confused, and when customers get Intro confused, they leave before they ever know what it is you oer. Here is a comprehensive list of 37 dierent ways marketers and businesspeople confuse their customers, and how you can avoid making the same mistakes.
  • 2. Social Media: Twitter
  • 3. Inactive Twitter Accounts Fruit of the Looms TwiEer account has three tweets #1 posted in a three-minute 2meframe from 2011. They arent exactly gaining social momentum with this account. If a service isnt part of your strategy, dont sign up.
  • 4. Hashtag Overuse If every other word in your social media message is a #2 hashtag, maybe you dont know how these work thats what customers think. If your hashtags arent deliberate or meaningful, you arent using them right.
  • 5. Forcing a Hashtag#3 McDonalds tried their hand at forcing a popular hashtag this past January when they started encouraging people to share #McDStories. Their plan backred, and gross stories of fast food nightmares began lling the hashtag. Forcing posi2ve customer sen2ment can backre and do more harm than good.
  • 6. Avoid the Egg#4 New TwiEer users have a randomly generated egg user picture when they sign up. This should be obvious, but your user picture is a branding opportunity. If you interact with users without changing your user picture to something that represents you, youll be ignored in a heartbeat.
  • 7. Hyperactive Brand Name Tracking#5 Businesses should ac2vely track men2ons of their name brand on social networking services, and interac2ng with users that men2on you is a great strategy. That doesnt mean you should act on every single men2on, though: replying to any and every men2on of your brand can come o as obsessive and creepy.
  • 8. Automatic Social Sharing#6 Does your content translate across mul2ple mediums? Automa2c share systems that distribute your new content across all of your social networking proles can oYen botch the sharing ac2on by including too much unnecessary text or parsing content in a way that doesnt seem natural. Customers pick up on this as a sign of laziness, and will respond to it accordingly.
  • 9. Unlock Twitter#7 Another pet peeve of mine: locked TwiEer accounts. TwiEer is about social sharing and interac2on. If you arent willing to unlock your TwiEer prole and make your content public, theres no reason to use the serviceunless youre trying to look like a weird social media stalker business on purpose.
  • 10. Understand the Service#8 Poten2al customers can tell if you dont understand a social media service or you arent familiar with how the site works. If you join TwiEer to promote yourself and never share anything or interact with others, people will avoid you on principal. Learn how to be a social media user before you start promo2ng.
  • 11. Social Media: Facebook
  • 12. Dont Be a Ghost#9 Social media proles provide space to share informa2on about you and your business with other people. Again, this is another branding opportunity ll these out! A blank About Me sec2on makes you look untrustworthy and unworthy of new business.
  • 13. Facebook Disengagement#10 Do you interact with your Facebook fans? Theyre interac2ng with you, and if you arent willing to return the favor, youre chasing poten2al customers away.
  • 14. Being Annoying#11 There is actually a content strategy called annoyance marke2ng, and it can work some2mesif youre careful. Social media is not the best place to make this strategy work: consider that with each post you make, youre interrup2ng your customers personal space with marke2ng eorts. Customers are generally not recep2ve to that, so make sure you provide some value with each post, instead of chasing them away with annoying disrup2ons.
  • 15. No Show, All Tell#12 Images and visual content go a long way online. WriEen content for social media without a visual component is basically throwing away a good exposure opportunity. Even if you have to spend extra 2me nding some sort of relevant image, the poten2al reach you earn by calling out your content with a visual cue is worth the eort.
  • 16. Keywords Galore#13 Consumers spend maybe two seconds deciding if a promo2onal post is worth reading. Stung your social content with keywords like you would write longer- form content is a great way to make your posts look like a shy sales pitch to poten2al customers.
  • 17. Open Your Privacy Settings#14 Dont send customers to your social proles if they cant see any of your informa2on. If your Facebook prole is completely locked down, people will leave without ever looking further into contac2ng you.
  • 18. Web Content
  • 19. Writing Over Your Customers Heads#15 Ive wriEen about this extensively before: theres nothing I hate more as a consumer than content that isnt accessible. Theres no reason to write over customers heads unless youre qualifying your customers by scaring away anyone that doesnt understand what youre wri2ng about. Writers oYen dont realize theyre doing this un2l somebody else points it out, so be careful.
  • 20. Vague Headlines#16 Just like your menu should express clear, immediately recognizable intent, your 2tle lines should be clear as well. Is your product the best in the market? Then say so, dont hint at it. Vague headlines are a major point of frustra2on for poten2al customers because they can be misleading.
  • 21. 6 Making Assumptions#17 Dont write content based on assump2ons about your target market. Customers start to scratch their heads when they read content that is obviously directed at them, but doesnt actually apply to them.
  • 22. e Rhetorical Question#18 Marketers like to use do you need this? taglines and have worn them out for years. Its supposed to make the customer tell themselves oh, I guess I do! Were smarter than this now. Once in a while these are okay, but dont hinge your en2re conversion on a 2red marke2ng gag.
  • 23. Print and Online Are Dierent#19 Businesses will oYen repurpose their printed marke2ng materials for online use by simply throwing the image or raw content online, without changing it or op2mizing it for the web. This is a big no-no: large images (like print ads) are dicult to navigate online, and consumers are very frustrated when there arent interac2ve elements where they should be an2cipated. Repurposing print content for the web is ne, but be smart about it.
  • 24. QR Codes Can Backfire#20 Marketers oYen throw QR codes into their promo2onal material because its cheap and easy. QR codes have a bad reputa2on for requiring lots of eort to produce minimal value. Dont use a QR code without making the value of a scan immediately apparent and worthwhile.
  • 25. Mystery Links#21 Hyperlinks are a major distrac2on. If you ll your page design and content up with them, its tough to focus on the actual content. Make every link count, dont load up content with links to every liEle relevant thing you can think of.