Failed online marketing attempts are not uncommon even though many translators have realized the advantages of online marketing.
As an important part of your marketing strategy, it’s wise to frequently look at what you’re doing online and how to fix some common problems before you devote extra time and financial resources into it.
Whether you have creative marketing ideas or ecommerce marketing strategy in mind, a marketing tool is only as good as we utilize it. So here are my top 6 reasons for failed online marketing.
1- Making friends over doing business
A common reason for any failed online marketing campaign is being unable to build a strong relationship with your target market who are interested in what you have to offer.
You are a language professional, so don’t spend extensive time making friends and exchanging small talk with everyone that comes your way.
Spending time on the wrong audience reduces the time you have to get your message to the people who need it. Create a separate account for pure personal networking if you like. But when you do business, you have to mean business.
2- Advertising too much
Advertising marketing online can get results only when you know how. If you want to avoid a failed online marketing result, don’t hammer your potential clients with mass emails of “Hi, call me if you need French translation.”
Often, less can be best.
You can’t sell until you’ve built a level of trust and credibility. Consider offering helpful tips to your contacts and then referring them to your business for more information.
When your potential clients are convinced that you are offering true value to fit their needs, they’ll be the ones that jump for joy because they have found you.
3- Sending out boring messages
Most failed online marketing campaigns did not provide interesting content. We live in an information overflow society, where an email’s subject line is the start and finish of the reader’s interest.
If potential clients get bored when they read your message they’ll never want to learn what you have to offer. Worse yet, they’ll treat you as another piece of junk mail. Opportunity lost!
So try to write interesting messages that create curiosity. Be positive. Get to the point and talk directly to your reader and his or her needs.
4- Engaging in discussions about politics and religion
Everyone has their different political and religious opinions, but the best time to share them is NOT in your online business community. These topics can be controversial and can turn potential clients away in a second.
Stay away from sensitive topics just as you would on your first date. Certainly, don’t be shy about networking among the people who you share a passion and interest with, just don’t let your personal life pidgeon-hole your business opportunities, either.
5- No commitment and consistency
Many freelance translators underestimate the commitment required when you take your business online. Don’t give up just because you’ve sent out two issues of email newsletters and business is not pouring in.
Just like when you start an exercise program, repetition and making it a habit is where the payoff lies. Any inconsistent marketing message is a failed online marketing attempt.
Be patient and be consistent. According to statistics, a client would have to see a marketing message 7-9 times before they decide to spend money. So keep up.
6- Not getting proper help
When you’re taking too much time to see any result your morale will take a hit. Sometimes it pays to hone your horn before you continue.
Learn from others who have been there and done that. Join a local business group or spend a couple hundred dollars on a course may be a wise investment.