The Biggest Marketing Mistake You Could Be Making Right Now

Rachel Sherman's picture
by Rachel Sherman on
November 22, 2013

Multi-channel marketing campaigns are great for expanding brand awareness, increasing conversions, and driving revenue, but they can also have a high price tag. The success of a campaign is usually tied directly to the return on investment, and while the exact measure of ROI can vary, there is one simple thing that you can do to help make sure you meet your goals.

Have a great website.

If you’re investing big budget in a slick advertising campaign, the biggest mistake you can make is to drive traffic to a low-budget website. Despite your best efforts to create a top-notch campaign that increases traffic to your site, offering a poor user experience will drive your bounce rate sky high and your conversion rate down. To get the most out of your multi-channel marketing efforts, avoid these major website blunders.

Misaligned User Experience

Giving your audience a great experience in one channel and falling down in another is a recipe for disaster. Before allocating money toward a multi-channel campaign that will lead to an uptick in website traffic, conduct user testing to make sure your site is getting visitors to do what you want them to. If users find your website complicated, hard-to-navigate, and uninviting, you can be sure that your campaign ROI will suffer. If your campaign is targeting a new audience, you’ll want to seek out people fitting that persona and include them in your user testing. Some important components of a high-performing website that you’ll want to test for include:

  • Easy-to-use navigation
  • An information architecture that follows the user flow
  • Clear calls-to-action
  • Social sharing abilities
  • Fast-loading pages

Assume that your audience is accessing your website from a mobile device and make sure your site is optimized with a responsive design. This is especially important if your campaign is designed to reach people in real-world environments. 

Disconnected Brand

A creative and engaging marketing campaign designed to drive people to a website needs to carry the experience throughout the entire user interaction. Your audience will develop a perception and expectation of you based on the messaging in your advertising– the content, design, copy – and your website needs to continue that overall experience. If the branding in your campaign is inconsistent with that of your website, your visitors will feel a disconnect that leave them disappointed.

Lackluster Content

Now that you’ve driven traffic to your website, are you providing visitors with information that will educate them, keep them engaged, and encourage them to take action? If you’ve conducted user testing, you have a good idea of the type of content that your visitors expect to see on your site. Use that knowledge to create page content – stories, testimonials, case studies, video tours – that meets their needs. Also consider building a microsite or landing page that ties directly to your campaign. It will give you a better idea of your ROI and ensure a consistent marketing message and overall experience for your visitors.

The Bottom Line

Getting the most from your marketing dollars means making smart decisions about how you’re spending them. Before investing in an expensive advertising campaign that will drive traffic to your website, be it broadcast, print, digital, or otherwise, make sure you’re offering an optimized user experience that capitalizes on your spend. 

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