Digital marketing has caught steam in the past few years and since then, many brands and marketers have started using it to their advantage. However, like every other stream of marketing, digital marketing too comes with its own set of difficulties.
While it can be easier to get away with errors in traditional marketing, people are always watching you in the digital world. And some of these can have a terrible effect on your brand reputation.
Popular social media websites and apps draw the attention of millions of consumers to you. Sometimes, even unknowingly, brands end up making some grave mistakes that may ruin their reputation.
So you need a foolproof marketing strategy that will help you build your brand image. More importantly, you need to be aware of some common marketings errors that can tarnish your brand reputation. Let’s have a look at some of these so you know what you need to steer clear of.
8 Marketing Errors that Can Ruin Your Brand Reputation
1. Pushy Tactics
One of the biggest mistakes that brands make is that of marketing their products excessively. While marketing is used for selling your products, if it is done in excess, it gives a spammy impression. Many of your followers on social media channels may get irritated by overly promotional content and choose to unfollow you.
People usually follow brands on social media to interact with them and learn about their products. But if you keep bragging about your brand or keep bombarding them with sales-related messages, they might leave you.
So make sure that you post content that’s informative, engaging, and valuable. Don’t only focused on “selling.”
As you can see in the example below, Old Navy paints a picture of you and your besties in their apparel - but doesn’t push you to buy.
It is a good practice to post innovative content on your social media profiles. However, you must try to strike a balance when it comes to the number of posts you churn out.
If you are posting too little, your followers might think that you’re inactive and might want to leave. Post too much, and they may feel that you’re bombarding them with excessive information. Both of these are ineffective.
When you’re either posting too much or too little, your content quality does not make much of a difference. There are chances that your audience might start moving away.
To counter this issue, you need to give them information in measured doses. There are many schools of thought as to how often you should be posting on social media. However, it’s important that you select a schedule that you are able to stick to.
3. Machine-Like Responses
Automated responses like, “Contact our support team at (email)” can save you a lot of time. However, these responses can come across as impersonal, insincere, and even robotic to your audiences.
This can definitely hurt your brand reputation, both online and offline. Such responses can come in handy when you’re understaffed and would still like to respond to as many people as possible. But you should try to avoid them as much as possible.
One possible fix to this issue is to give each message a more personalized touch. You can take time to respond to your audience with unique messages that seem more genuine and personal. This can bolster your brand’s image in the minds of your consumers and can help you build your reputation.
Image via Twitter
4. Inappropriate Humor
Good humor is not just acceptable but actually helps grab the attention of people. It gives your brand a humorous personality which can make your followers feel closer to you.
If you end up crossing this line, your audience may find it distasteful and inappropriate. This can hurt your brand’s reputation.
It is important to be sure that what you’re posting is not going to be controversial. If you’re in doubt, it is better to not post it.
Remember Mountain Dew’s #PuppyMonkeyBaby commercial which aired during Super Bowl in 2016? Although it went viral, the ghastly combination of a puppy, monkey, and a baby irked many audiences.
Image via Twitter
5. Ignoring Reviews
Your online brand reputation is extremely important to become strong-footed in the market. One of the first few things that people do when checking out a brand is reading through online reviews.
In fact, according to a study by BrightLocal, 97% of people search for local businesses online. And 85% of people trust online reviews as much as personal recommendations. It was also found that 73% of consumers trust a business more if they see positive reviews.
Image via BrightLocal
Before trusting a business, consumers read up to 7 reviews. All of these facts point to one thing. You must manage your brand’s online reputation well.
Paying attention to each review is a must. Whether it’s a good or a bad review, you must try to reply to every review online. As many as 30% consumers say that the key to judging a business is seeing their responses to reviews.
Negative reviews can hurt your brand image but you can also use them to improve your reputation. Some reviewers may point out the factors which caused them to give a negative reviews. You should try to rectify any problems or errors to build your brand image.
Image via Twitter
6. Spreading Misinformation
Whenever you’re posting or sharing information, check for its authenticity. Obviously it’s never your intent to lie to your audience, but even misleading information puts off people. If you post inaccurate information, people might start losing trust in your brand.
To stop this from happening, you can follow a simple practice. All you have to do is double check for the authenticity of information and verify its sources well. If you find that the information is not reliable, it is better to refrain from posting or sharing it.
Image via Instagram
7. Not Working with the Right People
Talking about digital marketing, and influencer marketing, in particular, it’s critical that you work with the right people for your campaign.
You want to collaborate with influencers who have a following comprised primarily of people that fit your buyer persona. If you work with people outside of your niche, you’ll only improve your brand awareness with people who aren’t your target audience. Which, at the end of the day, will do very little for your sales.
This is why you may want to use automation solutions like Grin, that can take care of your influencer discovery needs. The platform allows you to filter out influencers based on factors like reach, engagement rates, location, and audience demographics.
8. Not Having Enough Visual Content
All content you post on social media and on your website needs to have some sort of visual content. More than quality writing, visual content is what grabs more eyeballs. Imagine an advertisement that is filled with nothing but text. It looks dry and boring to consumers and they will not respond well to it.
A boring post translates to less interest in the brand. This, in turn, harms your brand reputation.
In fact, a study by Social Media Examiner found that visual content was the most favored type of content. You should make sure that good images or videos are always part of your campaign. These can actually help boost your visibility and attract new customers.
Image via Social Media Examiner
Marketing your brand is a process that must be followed with thorough precision. One mistake can undo all of the good things your brand may have achieved in the past.
It is important to check proactively for every sort of error that can occur. If you prevent errors, and respond to any mistakes quickly and thoroughly, marketing can reward you in the form of increased conversions and sales.
Can you think of any other marketing errors that brands need to avoid? Let us know in the comments section below.
Brian Mechem is COO and Co-Founder of Grin, a software solution for companies who run influencer marketing programs. Grin's software powers some of the best influencer programs in the world, providing insights on ROI and adding efficiency to the influencer marketing process.