Top Marketers Say: Stop Doing These Things for Greater Success in 2017

It’s always easy to find advice on what new strategies, tactics, and tools marketers should add to their mix. Especially this time of year, the internet overflows with advice. Start this new habit. Try this browser extension. Use this time management plan.

It’s good to learn and grow, of course. It’s great to add to your skill set or your toolbox. You can’t add on forever, though—eventually you need to take a few things out to stop from getting in your own way.

We asked some of our favorite marketing experts what you should stop doing in 2017 to be more productive, more efficient, and achieve better results. Here’s what they had to say.

Marketing Experts Say: Stop Doing These Things in 2017

1. Ardath Albee, CEO & B2B Marketing Strategist, Marketing Interactions

In 2017, marketers should stop thinking in terms of campaigns. Every time a campaign ends you give your audience a reason to reconsider how relevant your company is to their needs. This is especially true if the campaign ends before they know everything they need to make a buying decision. Most B2B campaigns do, forcing your buyers to go find someone else who’s telling the rest of the story they want to hear.

Marketers who choose campaigns are also choosing to alienate their audiences when the campaign ends. Instead, focus on a continuum of engagement that builds momentum over the course of the customer relationship— at a minimum from prospect to customer, and if possible through to advocate. This requires the continuity, compassion, and commitment that campaigns inherently lack.

2. Gini Dietrich, CEO, Arment Dietrich, Inc.

The one thing marketers should stop doing in 2017 is THE WRONG MARKETING AUTOMATION. Sorry, I didn’t mean to yell that, but let’s get real. Just because you CAN send multiple emails if someone doesn’t open a previous one, doesn’t mean you should.

I’ve seen two big trends this year: 1) The email that says, on the third or fourth try, “You haven’t responded to me, which means you a) must be rude; b) must not need us; c) must be trapped under something heavy and can’t call for help.” And 2) The email that says, “You must be busy so I’m popping this at the top of your inbox so you can get to it more quickly.”

Both of these approaches assume marketers have the correct list and the people they are emailing are, at best, warm leads. When, in fact, most are cold leads and are from purchased lists. This strategy does not work. So stop it. Stop it now!

3. Amy Higgins, Strategic Marketing Consultant

I wish marketers would stop deciding on their tracking parameters as the last step to their marketing campaigns. Many marketers will publish and promote content without adding trackable data parameters. Or, they add one-off trackable data parameters that are not related to a high-arching goal or campaign metric.

Worse, many add the tracking parameters at the last stage. This is where mistakes can happen in a last-minute effort to getting a campaign launched. You could even end up with trackable data that goes nowhere or adds extra complexity to your data reports.

If you develop your data strategy while you are developing the campaign, you can map the customer journey and decide what metrics you need and do not need to track.  Ask yourself, what's the main goal of the campaign? What journey do you want your customers to follow? What are you trying to get your audience to do at each stage?

4. Doug Kessler, Creative Director & Co-Founder, Velocity Partners, Ltd

Marketers should stop kissing the asses of our executive 'stakeholders' and start standing up for what we know to be great marketing.

A dumb idea from a Senior VP is still a dumb idea.

Marketers need the backbone to point that out, instead of rushing off to execute it.

They know their stuff. We respect that. We need to start insisting that we know ours.

5. John Lincoln, CEO, Ignite Visibility

I can give you a long list of things that marketers should not do next year. There's so many ineffective strategies that people are wasting their money on right now. It's really sad to see. That being said, the one thing that really resonates with me is that marketers should absolutely not be blogging without any clear goals in mind. I cannot tell you how many blogs I see out there with absolutely no purpose.

What these people do not realize is that their blog traffic can be used for remarketing, it can be used to capture email addresses, it can be used to push people into their sales funnel, it can be used to strategically target large keywords on the internet that have buying intent, it can be used to grow the size of your social media community significantly, it can be used to create ecourses and it is the single most important part of your business for thought leadership (in most cases).

If you know how to blog correctly and you're adding something new to the conversation it can dramatically increase the size of your business. It is at the heart of your entire marketing strategy and most people are doing it just dead wrong. In 2017 I encourage everybody to really define their goals for blogging and study up on how to get there and really maximize the potential of their blog. Most marketers are leaving money on the table there. They don't realize the power that their blog has and next year they really need to grab a hold of it and not continue to make this mistake.

6. Katie Martell, Marketing Consultant

Please, stop buying technology when you really need to solve your strategy problems. Many tools create efficiency, many tools make you more effective, but no tool will help you if you are lacking a foundational strategy. Invest in understanding your customers. Invest in improving your story and your content. Invest in aligning with sales.

With so many options in MarTech, many teams face a new challenge: managing their existing tech stack. Don't get caught up in the hype and when you do make a purchase, hold your vendors accountable to helping you get the most out of your money spent. 

7. Joe Pulizzi, Founder, Content Marketing Institute

According to CMI/MarketingProfs latest research, 70% of marketers are planning to create more content in 2017.  For most companies, I believe this is a mistake.  The majority of enterprise content does nothing for the intended audience. 

I would focus on creating less, but more impactful content on fewer channels...on initiatives that are truly differentiated and truly help us to create better customers.  Consolidate what you are doing so that what you keep makes the most impact possible.

Change The Way People See Your Dental Practice

Did you know, Google offers a unique tool that allows people to tour the inside of your dental office, before walking through your doors?

Over half of prospective patients will research dental offices online before deciding to book an appointment or request a consultation. They want to know where you’re located; what it looks like inside and out; what other patients have to say about their experience through online reviews; and how to get in contact. With so many other businesses in the area, it’s essential to meet people’s expectations by appearing in their search results. People need to see a business appear online with active postings and updated content in order for them to feel confident enough that a business is in fact up and running.  

What are the first steps?

Having a well designed website is a great start. However, for small business owners like: dental offices, walk-in offices, and other physician practices that offer services for health and well-being, it may not be nearly enough to get patients through your door.  

Google My Business gives you the resources you need to connect with photographers in your area who can help you create a 360-degree virtual tour of your business. Prospective patients will have the ability to get a virtual tour of your dental practice with a simple touch of their finger. From their mobile phone, tablet, or any other way they stay connected online. When your business appears in search results for “dentists in the area” or “dentists accepting new patients,” you can invite them in with indoor Street View directly from Google Maps and Search. It’s the most effective way to inspire trust and confidence. Give people the opportunity to experience your business before they arrive.

What’s the added benefit of signing up for Google My Business? It gives businesses insightful information available all in one place, on your own Dashboard. Log on to your secured business profile and see how many times your business appeared in search results with views, or how many people requested directions or called with the number of clicks.  

These are essential tools for kick-starting any small business. New business owners may not always have the time to invest in building the virtual side of their business, which is why services like Airi exist. They’re committed to building and protecting your internet presence, so you can put more time into face-to-face interactions with your clients, patients or customers.

Online Reputation & Reviews for Doctors, Dentists and Physicians

When it comes to research for important decision-making processes, especially for medical and health inquires, online reputation & reviews for doctors, dentists and physicians can be the difference between getting a new patient or deterring others from making an appointment. Statistics show local businesses which offer a service that is most likely to affect our health and well-being, safety, or comfort and hospitality, are those that people believe a strong reputation is most important. When it comes to research for important decision-making processes, especially for medical and health inquires, online reputation & reviews for doctors, dentists and physicians can be the difference between getting a new patient or deterring others from making an appointment.

When asked, “For which of these local business types does ‘Reputation’ matter the most when choosing a business?”

Here were the key findings:

Doctor / Dentist – 47%
Restaurants / Cafe – 46%
Hotel / B&B – 30%
Garage / Car Dealer – 30% 

As you can see, the majority of customers believed a Doctor or Dentist’s reputation mattered most. Which leads up to the importance of why local medical and hospitality businesses should take additional steps to ensure that not only a good reputation, but that this is also clearly represented online through positive reviews. After all, in this era of technology where people can communicate with one another and share information instantly, it’s no surprise that people rely on reviews from complete strangers online to inspire trust in a business. It’s a radical idea when you actually depict it, however it’s something we need to get on board with to be successful or risk falling behind.

Now, this information isn’t meant to worry Physicians who are currently running their own their own practice. There are strategies to help you manage your online reputation and reviews.

Ask patients to rate you

• Hand your patients a card that provides a link to a patient review website.
• Keep a tablet at the front desk. Ask your patients to take a moment to rate you on their way out.
• Create a link on your clinic website that will direct patients to a patient review website

The purpose of this strategy is to get one to two reviews a week at a minimum. You can do this by finding a way to ask every patient to leave a review. Essentially, having a higher number of reviews can actually dilute any negative reviews.

Embrace reviews

This goes back to the fact that people will turn to reviews before considering choosing your medical centre for their healthcare needs. Meet your patients expectations by appearing in their search results. Having a strong internet presence through reviews is how they will gain trust in your clinic. Think of reviews as a good thing for your local business!

Don’t ignore negative comments or reviews

Some medical review websites will allow a physician to respond to a negative review. If it is allowed, your response will be public. In this case, ensure your response acknowledges their concerns in a general way. Show prospective patients you’re serious about creating a positive resolution, and an overall good outcome for the patient.  

“We are sorry to hear you were unhappy with your visit, please get in contact with us so that we may resolve your concerns.  We strive to provide positive experiences for our patients and would like to offer our help in any way we can.”

It is always best to call or get in contact with your patient to offer solutions to resolve their concerns, so that they may change or remove their negative review.  

For more information or to get assistance with building and protecting your internet presence for your clinic or medical centre, contact Airi today.

How do I respond to Negative / Positive Company Reviews Online?

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Responding to page reviews online is arguably the most important aspect of engagement, solely because of the way reviews are used as a tool for company research. When the modern consumer knows that they need a product or service, the first thing they do is research different brands to find the best option to suit their needs (comparison shopping).

Some consumers care more about a bang for their buck, other consumers care more about the quality of the product, but all consumers care about being cared about. Responding to reviews does just that by showing researches (those reading the reviews on your page) that you actually take the time to read customer feedback, are thankful for their patronage, and would be willing to resolve an issue if one were to arise.

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BEFORE YOU START: To respond to a page review for the whole world to see, consider the following:

• Would you describe your culture as fun or formal? This changes the tone of your response drastically. “Hey There! vs Good afternoon, <name>”. Generally the more trust your customer places in you, and your professional ability the more formal your tone should be. For example you wouldn’t want to see your prospective dentist respond to a negative review with “Opps, my bad.”
• Do you have a loyalty program new customers should be aware of? Positive reviews are a great opportunity to introduce social media fans your loyalty program or fan club. “Hey, we are glad you like our product! Join our fan club for special offers, and savings www.signuplandingpage.com.”
• Do you have a return, refund, or discount policy? These are a lifesaver when responding to negative reviews about your product or service. “Hi, @name we are sad to hear you don’t like this product, if you still have your receipt and it has been less than 90 days please return it and we will find one that is right for you! www.customerservicesupport.com”

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Step 1: Respond to Negative Reviews.

Before you respond to a negative listing review, consider its validity. If you are a small to medium sized business, odds are there is some truth behind the reviewer’s statement, no matter how exaggerated. Remember not to take negative reviews personally, and when responding be sure to:    

• Reply in a timely manner.
• Responses should be brief and professional.
• Show compassion for their viewpoint, and offer a resolution if the negative review is valid.
• Try to continue the conversation offline.
  • Review: This product is awful, I am allergic to its ingredients! @companyname is the worst.
  • Response: Hi Reviewer, we are so sorry to hear you cannot enjoy our product. We have been working hard on an allergen free version. Please reach out to @companyemail, we would love to make it up to you! – Company Team.   

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Step 2: Respond to Positive Reviews.

This is your chance to have fun, and turn some happy customers into brand ambassadors. When responding to a positive review, remember:

• Always be grateful for their praise
• Emphasize the positive message
• Continue the conversation by asking a question
  • Review: I love this product, feature 1 is a lifesaver! 10/10 would recommend.
  • Response: Thanks Reviewer, we love that you love our product! The team will be happy to hear their hard work on feature 1 is paying off  Is there anything else that could make our product even better for you? Let us know @companyemail – Thanks again.

Negative Effects of Not Having an Internet Presence for Your Small Business

Small businesses should value the need for online marketing and building their online presence. It’s important to note that online presence is not only established in the way you promote and sell your products online. There are definitely negative effects for not having a proper internet presence for your small business. With proper internet presence, you can establish the story behind your brand to your audience. If you own a local bakery or coffee shop, people want to see the behind the scenes in visuals, through photos and video. Sharing your story humanizes your brand, it gives it warmth and makes it all the more desirable to potential customers. 

Of course, being a business owner you may not always have the time to regularly update your blog or manage social media. Which is why there are services available like Airi Business to provide who will work to build your internet presence for you.  It’s no longer a “do it later” option, it’s a must now or you risk falling behind competition. Here’s why having no internet presence is a bad idea:

Lack of confidence if your brand

Having no internet presence is like being stuck in a primitive era, there’s no simpler way to say it.  Today, everyone from buyers to suppliers, and even your grandparents are online making purchases, browsing new products, or researching new services.  If you’re not online, how do you expect people to know about your brand.

Less exposure of your product or service

Again, how will you extend your reach to more people, more neighbourhoods, more prospective customers if you are not online?  Sure, you may attract the people who walk by your business or by word of mouth but, why limit yourself?

Poor reach

As you can see, all of the reasons why not having internet presence are related.  It all comes  down to getting your brand, your business more exposure.  Getting the word out there on a larger scale.  Meeting your customers expectations by appearing online through photos, testimonials, videos, etc.  These are what people need in this day and age to inspire trust in a business.  It’s all about the image and story that’s online for the world to see.

Lack of control over your brand’s image

If you’re not online telling people about your brand, someone else will.  The power of the internet is inevitable.  Visitors at your coffee shop are probably posting photos of their lattes and scones at this very moment.  

• Learn what people are saying about your business on Yelp
• Claim your business on Google
• Manage your reputation by managing your reviews

Get advice and helpful tips on building your small business internet presence with Airi Business tools today.  An Airi Business membership will get you everything you need to build and protect the virtual side of your business, with access to professionals who will do the work for you so you can spend more hands-on time building the business you love.