Is Your Content Marketing Scaring Away Leads?

Halloween might be a couple of weeks away, but that doesn’t mean you’re not already scaring leads. There are hundreds of horror stories about brands ruining their reputation and losing customers because of silly oversights. Don’t let your company become one of these cautionary tales. Here are six ways you might be scaring away leads, as well as what you can do to turn things around.

Posting Novels On Social Media
Everyone knows Twitter has a 140 character limit, but just because you have more room to write on Facebook, LinkedIn, and Google Plus doesn’t mean you should. In general, you should stick to one to two sentences. Also consider adding visual elements such as photos, infographics, or videos.

Not Having Clear Call-to-Actions
This relates to your social media channels, website, emails – basically every piece of your marketing strategy. If you don’t tell leads exactly what action you want them to take, there’s a good chance that they’re not going to do anything at all. That means that all the work you’ve done up to this point is null and void. Don’t waste your time and resources – make sure to include CTAs! (See, doesn’t that make you want to take action?)

A successful digital marketing campaign relies on a delicate balance of branded and non-branded content. If you talk about yourself too little, leads won’t realize what you can offer them. If you talk about yourself too much, you’re going to alienate prospects. Content marketing best practices state you should talk about yourself just 20 percent of the time – all other content should be about topics that interest your audience.

Posting Inconsiderate/Inappropriate Statuses
This has gotten brands of all sizes in MAJOR trouble. A tweet that seems like a harmless laugh can actually cost you customers, industry partners, and respect (just ask Kenneth Cole). This is a particular issue on holidays or anniversaries, such as 9/11. When posting on or about a somber event, it’s best to remain respectful. You might think you’ve crafted a clever post, but it can do way more harm than good.

You Don’t Do Your Research Before Posting On Social
Seems simple enough, but many brands find themselves in the fire after posting or sharing an inappropriate tweet. From American Airlines accidentally retweeting a NSFW photo to DiGiorno making light of the #WhyIStayed hashtag, there are hundreds of stories of brands scrambling to recover after realizing their mistake. Instead, just take a few minutes to do some research and make sure there’s no risk of sharing something offensive.

Spamming Your Subscribers
You should know that emailing contacts who haven’t given you permission to do so is a major no-no for digital marketers. Unfortunately, companies looking for quick results still choose to buy contacts. This can get you into a lot of trouble with your email marketing provider, and it can ruin your reputation. The same goes for social media; some companies mention prominent followers in their tweets to increase their visibility, but this is way too spammy to be effective. If you’re going to interact with your followers, make sure it’s genuine – sending a generic post will just make you seem desperate.