Whether you are a solopreneuer or you are a growing enterprise, marketing is essential if you want to keep pace and grow in today's marketplace. The Internet is a powerful marketing tool - when used strategically and correctly. A few common mistakes that can hurt you, might include:
A website that looks like everyone else, with common content.
When your website looks like everyone else then how does your potential clients see you as any different. This mistake s usually made by using the same template you liked on someone else's site, or using a web company with limited knowledge or access to templates.
Entrepreneurs who post personal activities on their social media profiles.
Most entrepreneurs (hopefully) know it's important to keep a balance between personal and professional activities. however, what you think is a cute joke or "no harm" comment just might show up in a search by a potential client and it could turn them away. I know one professional who loves to post "funny" jokes on her not-really-private profile, that are demeaning or poke fun at certain groups or behaviors. Not only will this send away potential clients in these groups, it will also alienate those who don't support these same attitudes.
Entrepreneurs who control it all
Some people do love to brag how they can wear all the hats, however, that well-known figure of speech "Jack of all trades, master of none" is used in reference to a person that is competent with many skills but is not necessarily outstanding in any particular one. This person is a generalist rather than a specialist. In your business, you should be the specialist. It is important that you have an understanding of what the Internet can do for you, however, the playing field is changing multiple times a day. The learning never ends. What you are doing today may not hold up to the search engine algorithms, or the changes in various social media policies and offerings. The biggest mistake in doing it all yourself is how much time you take away from what you do best -your business.
The worst mistake is to stop marketing
Every day new entrepreneurs are entering the already competitive marketplace. Although the Internet is growing in persuasive power every day, it is only one component that should be included in your overall marketing plan. Some entrepreneurs stop marketing because they think they have enough clients for now; then things slow now and panic ensues. Marketing through print, personal networking, speaking engagements, associations and events should also be in your marketing arsenal. Each one is powerful, however, putting them together in a strategic marketing plan can be even more effective for you.
Whether you are looking to attract clients or referrals from other entrepreneurs, the image they see on the Internet will play into their decision about you.
So do what you do best, and trust your assistants or outside consultants to assist you in maximizing the potential of the Internet.