Just like every customer is unique, so too is every business, and that means their marketing strategies should be too. While leveraging popular or “tried-and-true” marketing methods may save time or resources when it comes to upfront planning, in the long run, your business may not see the ROI you were hoping for. If you’re going to be intentional about your marketing, you probably should avoid these eight common strategies.

What’s a common marketing strategy you think is actually ineffective? What strategy would you suggest instead?

1. A/B Testing

A/B testing isn’t useful for all businesses, especially when they don’t have a lot of data or enough time in which to test their marketing. A small business would make better use of its time by focusing on using SEO tools and understanding its audience well. That way, it can create products and content its users really need and get it right from the start. – Syed Balkhi, WPBeginner

2. SMS Marketing

One marketing strategy that’s not as effective as it once was is SMS marketing. Business leaders have plenty of better options at this point, like push alerts and social media marketing. Use these strategies to reach your target audience and you’ll have a better chance at turning visitors into customers. – Chris Christoff, MonsterInsights

3. Magazine Ads

Magazine ads aren’t as effective as they used to be, and many businesses are better off promoting their brands online. Magazine ads also only appeal to a very specific audience, so placing your ads there only reaches a certain small percentage of your customers. Focusing on social media and pay-per-click ads is guaranteed to get you more revenue and drive more traffic to your site. – Stephanie Wells, Formidable Forms

4. Cold Calling

A marketing tactic I find ineffective as a first resort is cold calling. You might eventually find success, but it’ll be far and few between because you aren’t targeting your audience. You waste time that way. It’s easier to personalize your campaigns and content when you know who you’re speaking to. – Jared Atchison, WPForms

5. Insincere Community Support

Businesses that show support for critical issues in the community only to gain attention don’t realize that they’re creating a poor impression in the long run. People do take notice when your everyday actions and seasonal marketing diverge. Instead, focus on values that make sense for your business and are relevant all the time. Building your brand on such values creates the best impression. – Blair Williams, MemberPress

6. Direct Mail

Direct mail is a marketing strategy that has become largely ineffective. These mailings tend to go straight into people’s trash and are a waste of money. Instead, I would focus on email marketing and building an email list. The fact that you own these email addresses and can build lasting relationships with your audience makes it one of the most powerful marketing strategies. – Benjamin Rojas, All in One SEO

7. Non-Personalized Emails

I think we should look at specific subsets of marketing to understand which strategies are losing steam. For instance, some marketing teams use email blasts to reach everyone on their list at once. Research shows that this strategy is ineffective. A whopping 80% of consumers expect personalized offers. It’s not easy to nail this experience if the same email goes out to all of your subscribers. – John Brackett, Smash Balloon LLC

8. ‘Traditional’ Marketing

Generally speaking, traditional channels like radio or print are less targeted and less effective. If you spend most of your dollars on digital, focus on Google and Facebook. If you are into content, mint your own NFTs or establish your brand as an early mover on one of the new and emerging social apps. Radio and print simply do not offer the data of these other channels, nor the brand awareness opportunities. – Matthew Capala, Alphametic