8 Outdated Marketing Tactics You Should Leave in the Past
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It's time for marketers to retire some old favorite tactics that are now doing more harm than good. Learn what's out, what's in, and what to do next.
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8 Outdated Marketing Tactics You Should Leave in the Past
- 1. Marketing Throwback Thursday 8 Tactics You Should Leave in the Past #marketingTBT
- 2. Your Presenters Alicia Hale vice president of digital marketing eMagine @aliciahalevp Karo Kilfeather content marketing lead Crescendo Content Marketing @aspiringkaro #marketingTBT
- 3. Agenda 1. What’s changed in marketing? 2. 8 outdated marketing tactics & what to use instead 3. Marketing no-no speed round 4. Q & A #marketingTBT
- 4. How marketing has changed ● The customer is in charge—you have to know and cater to your ideal audience ● People expect relevant, personalized experiences and content ● Interacting with tech is part of people’s lifestyles, not just their work days #marketingTBT
- 5. 1. Over-doing Social Media #marketingTBT ● Nearly 2B users ● Usage changes quickly ● Time-consuming ● Content-hungry Try This: ● Use Google Analytics to find traffic sources ● Test & experiment ● Leverage main functions
- 6. 2. Monthly Newsletters ● Emails used to be novel ● Now there’s too many ● 41% of opens happen on mobile ● Don’t send just to send Try this: ● Campaigns that offer something of value ● Mobile-ready email templates ● Strong calls to action #marketingTBT
- 7. 3. Using Flash ● Not Google-friendly ● Distracting ● Poor user experience Try this: ● Remove Flash elements ● If you want movement, turn display ads into gifs ● Build website in an SEO-friendlier CMS #marketingTBT
- 8. 4. Over-optimizing ● Old days: meta-keywords, keyword stuffing ● Updates like Panda and Hummingbird have made Google a better listener ● Thin content stuffed with keywords is out #marketingTBT Try This: ● Know your keywords, but take it easy ● Create valuable, relevant, helpful content written for people ● Publish regularly
- 9. 5. Cold-calling Without Content ● Buyer had no power ● Sales beat them down ● Now plentiful info puts customer incharge #marketingTBT Try this: ● Nurturing campaigns ● Customer-oriented content ● Offer before asking
- 10. 6. Ignoring Mobile ● We used to build the web for desktops ● Mobile web usage has overtaken desktop usage ● Mobile friendliness is now a ranking factor Try this: ● Responsive, mobile-first design ● Snackable content #marketingTBT
- 11. 7. Worrying too much about traffic... ● All traffic is not created equal ● Quality traffic = better conversions Try this: ● Track conversions ● Improve content strategy, quality, optimization #marketingTBT
- 12. 8. Bad Backlinks ● Buying backlinks ● Link Farms ● Multi-tiered linking strategies ● Penguin algorithm update Try this: ● Earn links through quality content, online networking #marketingTBT
- 13. Speed Round! What’s out? Hashtags on LinkedIn. Making keywords the same color as the background of a website (hidden keywords). Using the meta keywords tag. Fake reviews. Stealing people’s content. Commenting on Wordpress posts in order to gain a backlink. Scanning PDFs to put on your website. Worrying about RSS subscribers. Playing music when a website loads. Splash pages. #marketingTBT
- 14. Speed round! What’s in? ● Content marketing ● Thought leadership ● Helping and delighting your audience ● Earned links ● Smarter measurement ● Remarketing ● Social Advertising #marketingTBT
Editor's Notes
- David
- (David)
- (Karo)
- (Alicia)
- (Karo) being on every single social media platform (karo) It’s tempting to cover all your bases and be on every single channel, but here’s why you shouldn’t be Do a few, and do em well.
- (Karo) Go with recaps / content round ups insteads Campaign monitor : people more likely to open on mobile device, more likely to click through on desktop
- (Alicia) Using flash to build websites, to serve content, for ads
- (Alicia) Too much SEO can be a bad thing. Keyword stuffing
- (Karo) The mass approach is out - and it really gave sales and marketing a bad rep You want to reach people based on what they want, and when they’re ready Warm up those leads if you want them to become customers And target the right people to begin with It’s about credibility, not persuasion
- (Karo) Mobilegeddon - ranking factor. Usability. Mobile traffic/usage growth Usability paramount for engagement Ranking factor mobilegeddon
- (Alicia) ….without tracking conversions. Where’s the traffic coming from? Regardless of what a conversion is to your company, is that traffic converting? Quality over quantity.
- (Alicia) buying backlinks, using link farms/multi-tiered linking strategies
- (Alicia)
- (Karo)
- Tag team