If there’s one thing that Gene Sower, president of Samson Media, finds frustrating it’s meeting with small business clients who are short-sighted when it comes to online marketing.
“I’ve had clients who’ve approached me and the first thing they want to talk about is the color of their web pages,” says Sower, whose Montclair, N.J.-based firm provides online marketing and website services. “I ask them, ‘Okay, but what do you want the website to do?’ I try to get them to think of their website as more than a brochure.”
Sower says he has made it his mission to help clients with their online marketing by actively blogging about issues he feels are relevant to the subject. For example, he recently posted about the cost-effectiveness of using a template design for a client site versus an original design. Because the latter is often more expensive, Sower maintains that money earmarked for a customized web design would be better spent on a SEO or pay-per-click advertising campaign.
Read on to find out the most common online marketing missteps and how you can avoid them.
Mistake #1: Not allocating enough money