Simple marketing mistakes that make me facepalm (and how to avoid them)

Paula Fleming, CMSO, discusses simple marketing mistakes that make me facepalm and how to avoid them. (June 2024)

Hello from the BBB CMO's desk! You might think that with a title like mine, I only see marketing masterstrokes day in and day out. Oh, if only that were true. Truth is, I often witness some truly baffling marketing mishaps that make me want to reach for the "phone a friend" lifeline.

So, let's have a little fun at the expense of those who need a marketing nudge (or a shove) in the right direction. Here are a few facepalm-inducing mistakes I see all too often, along with some simple fixes:

a. If you don't have a website but have a Facebook page, don't get it confused – that isn't a website, get one!

It's 2024, people! A Facebook page is like a virtual business card. A website is your fully furnished office, complete with a receptionist (your contact info), a showroom (your products/services), and a conference room (your blog). Don't make potential customers dig through your personal cat photos on Facebook to find out your business hours.

b. Don't just get on social media to say you have an account – invest some time (or call in a friend who can) or don't do it!

Creating social media accounts and then leaving them to gather digital dust is like throwing a party and forgetting to invite anyone. If you're going to be on social media, be social. Post regularly, engage with your audience, and for heaven's sake, respond to comments and messages.

Can't handle it yourself? It's okay to admit it. Call in a social-media-savvy friend, hire an intern, or outsource it to a professional. Just don't let your accounts become ghost towns.

c. Make it easy for someone to locate you on your website or social media – include your email, phone, address (if not a home address) you're welcome ;)

I can't tell you how many times I've visited a company's website or social media page and played a frustrating game of hide-and-seek with their contact information. Don't make potential customers work for it! Make sure your contact info is prominently displayed and easy to find.

A friendly tip: Your website footer or a dedicated "Contact Us" page are good places to start. On social media, include your contact info in your bio. And if you're really feeling generous, toss in a map to your location (if applicable). Your customers will thank you.

Wrapping up (with a smile)

Marketing doesn't have to be complicated or intimidating. By avoiding these simple mistakes and embracing common-sense solutions, you can make a positive impression on potential customers and build a thriving business.

Remember, we're all human (even us CMOs), and we all make mistakes. The key is to learn from them, laugh about them (when appropriate), and move on.