1. Spending money on Social Media and ignoring your antiquated website. Even people who find you on Facebook or other social sites will check your website. More and more they will do this on mobile devices. Studies show that people will judge a company’s credibility and ability to meet their needs by their websites.  Websites that have not been upgraded using mobile friendly technology will not only be ignored by viewers, but Google will not even display these sites for mobile searches.
  2. Starting a Social Media Marketing program without a solid strategy in mind. While it is free to start Social Media sites, and free to post, your time is worth something.  Facebook’s new algorithms are designed to ignore companies that do not understand how and what to post.  The reality is that if you don’t know what you are doing, you may be wasting your time.
  3. Buying Facebook Fans.  Buying “fans” who are not interested in your company is a waste of money. While it is tempting to boost your ego with thousands of fans, doing this can actually hurt you.  Because these “fans” will likely not interact or engage with your page, when Facebook “sees” this, it may not display your content even to the “real” people who have liked your page.  Also, since the goal is to build a relationship with customers and prospects, your relationship could be compromised if they realize that you are “buying” friends.
  4. Hiring a Social Media Manager and quitting after a few months because “nothing is happening.” In marketing, as in life, there are no shortcuts.  Building a strong presence on Social Media not only takes time and patience, but also a carefully honed strategy.  The way a page operates will be shaped by the Page’s fans, which means that the strategy will morph and grow as the page does.  Quitting too soon will not only disappoint the fans you already have, but waste the money you have already spent.  Even traditional marketing needs time for leads to be nurtured before they turn into sales.
  5. Hiring an SEO Company who is answering the wrong question. An SEO that promises to get you on Page 1 of Google is answering the wrong question. SEO has changed. The goals today are leads and sales rather than “high rank.”  Websites are not the only results that matter to Google today.  Blog titles, Facebook posts and “tweets” can now all be found on Google’s results pages. People are interacting with the Internet in new ways, including mobile searches, so having a strong internet presence, across as many platforms as possible, is crucial.
  6. Spending most of your budget on traditional marketing tactics. A computer repairman told me he needed to advertise in the phone book because when someone’s computer goes down they will look a service provider up in the phone book.  The truth is that most of us will check the internet on our smart phones or tablets if our computers break down.  In fact, most people today start the searches for most products and services on the Internet.  However, the most compelling reason to shift a marketing budget may be that the cost per lead for inbound marketing is 62% less than for traditional (outbound) marketing,

To say that marketing has changed in the last decade would be an understatement. In fact, it is changing constantly.  Allocating your marketing dollars correctly may be the key to your company’s survival.