If you know anything about running a modern business, you probably know that you have to have an online presence to make the company work. No matter what industry you’re working in, if you don’t exist online in 2017, there’s a very real risk that your potential customers don’t know that you exist at all.
However, if you have implemented a strategy, what do you do if it isn’t working? The most important part of deciding where to go next is to find out where you have gone wrong. Take a read through this list of common sins and see if any of them sound eerily familiar.
- You’re Not Engaging
There’s no point just setting up a website and social media; you then have to use them to engage with the public. Ask questions, run giveaways, get involved in popular hashtags.
- All You Do Is Promote Your Business
If every post you make is about promoting your business, then you might be in trouble. More than ever, companies need to have an identity beyond the corporate facade. So let your employees be free to be themselves when managing social media accounts and writing business blog posts. If all your online presence does is tout about the benefits of your company, then that’s a real problem.
- You Link To A Lot Of Business Praise
If you have had a review or feedback that you’re proud of, then it’s tempting to splash that all across your social media. “Look!” You think it will say to potential customers, “someone else loves us so you will too!”
That’s not how it works: retweeting and mentioning praise is a surefire way to look arrogant. Keep it to a minimum, with an absolute maximum of one per week.
- You’ve Not Focused In The Right Areas
If you have spent a lot of time and effort in making a great interactive business website but haven’t invested in effective SEO, then it’s basically a waste of time. You could have the greatest website in the world, but if no one can find it, it’s never going to take off. Do focus on the areas the customer sees, but make sure you’re supporting it with work behind the scenes.
- Your Posting Is Tone Deaf
If you see something is generating a lot of interest online, then you might be tempted to take to social media to join in. This can work well, but you have to do it in a sensitive and respectful way. As an example of what not to do, American pastry company Cinnabon posted a tribute to the late Carrie Fisher that was staggeringly badly received. If in doubt, don’t post it – always be respectful.
- You Don’t Take Privacy Seriously
Customer privacy is one of the most vital parts of customer retention. If you allow people to login to your site, then you need to make sure you have an airtight privacy policy to keep customer information secure. Don’t ever spam them or sell on information – losing a customer’s trust just isn’t worth it.
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