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37 Ways You Are Confusing Your Customers
When	
  you	
  do	
  business	
  online,	
  communica2on	
  is	
  
        everything.	
  If	
  your	
  marke2ng	
  isn’t	
  clear,	
  poten2al	
  
        customers	
  get	
  confused,	
  and	
  when	
  customers	
  get	
  
Intro


        confused,	
  they	
  leave	
  before	
  they	
  ever	
  know	
  what	
  it	
  is	
  
        you	
  offer.	
  

        Here	
  is	
  a	
  comprehensive	
  list	
  of	
  37	
  different	
  ways	
  
        marketers	
  and	
  businesspeople	
  confuse	
  their	
  
        customers,	
  and	
  how	
  you	
  can	
  avoid	
  making	
  the	
  same	
  
        mistakes.	
  
Social Media: Twitter
Inactive Twitter Accounts

     Fruit	
  of	
  the	
  Loom’s	
  TwiEer	
  account	
  has	
  three	
  tweets	
  

#1   posted	
  in	
  a	
  three-­‐minute	
  2meframe	
  from	
  2011.	
  They	
  
     aren’t	
  exactly	
  gaining	
  social	
  momentum	
  with	
  this	
  
     account.	
  If	
  a	
  service	
  isn’t	
  part	
  of	
  your	
  strategy,	
  don’t	
  
     sign	
  up.	
  
Hashtag Overuse

     If	
  every	
  other	
  word	
  in	
  your	
  social	
  media	
  message	
  is	
  a	
  

#2   hashtag,	
  maybe	
  you	
  don’t	
  know	
  how	
  these	
  work—
     that’s	
  what	
  customers	
  think.	
  If	
  your	
  hashtags	
  aren’t	
  
     deliberate	
  or	
  meaningful,	
  you	
  aren’t	
  using	
  them	
  right.	
  
Forcing a Hashtag


#3
     McDonalds	
  tried	
  their	
  hand	
  at	
  forcing	
  a	
  popular	
  
     hashtag	
  this	
  past	
  January	
  when	
  they	
  started	
  
     encouraging	
  people	
  to	
  share	
  #McDStories.	
  Their	
  plan	
  
     backfired,	
  and	
  gross	
  stories	
  of	
  fast	
  food	
  nightmares	
  
     began	
  filling	
  the	
  hashtag.	
  Forcing	
  posi2ve	
  customer	
  
     sen2ment	
  can	
  backfire	
  and	
  do	
  more	
  harm	
  than	
  good.	
  
Avoid the Egg


#4
     New	
  TwiEer	
  users	
  have	
  a	
  randomly	
  generated	
  “egg”	
  
     user	
  picture	
  when	
  they	
  sign	
  up.	
  This	
  should	
  be	
  
     obvious,	
  but	
  your	
  user	
  picture	
  is	
  a	
  branding	
  
     opportunity.	
  If	
  you	
  interact	
  with	
  users	
  without	
  
     changing	
  your	
  user	
  picture	
  to	
  something	
  that	
  
     represents	
  you,	
  you’ll	
  be	
  ignored	
  in	
  a	
  heartbeat.	
  
Hyperactive Brand Name
                   Tracking

#5
     Businesses	
  should	
  ac2vely	
  track	
  men2ons	
  of	
  their	
  
     name	
  brand	
  on	
  social	
  networking	
  services,	
  and	
  
     interac2ng	
  with	
  users	
  that	
  men2on	
  you	
  is	
  a	
  great	
  
     strategy.	
  That	
  doesn’t	
  mean	
  you	
  should	
  act	
  on	
  every	
  
     single	
  men2on,	
  though:	
  replying	
  to	
  any	
  and	
  every	
  
     men2on	
  of	
  your	
  brand	
  can	
  come	
  off	
  as	
  obsessive	
  and	
  
     creepy.	
  
Automatic Social Sharing


#6
     Does	
  your	
  content	
  translate	
  across	
  mul2ple	
  
     mediums?	
  Automa2c	
  share	
  systems	
  that	
  distribute	
  
     your	
  new	
  content	
  across	
  all	
  of	
  your	
  social	
  networking	
  
     profiles	
  can	
  oYen	
  botch	
  the	
  sharing	
  ac2on	
  by	
  
     including	
  too	
  much	
  unnecessary	
  text	
  or	
  parsing	
  
     content	
  in	
  a	
  way	
  that	
  doesn’t	
  seem	
  natural.	
  
     Customers	
  pick	
  up	
  on	
  this	
  as	
  a	
  sign	
  of	
  laziness,	
  and	
  
     will	
  respond	
  to	
  it	
  accordingly.	
  
Unlock Twitter


#7
     Another	
  pet	
  peeve	
  of	
  mine:	
  locked	
  TwiEer	
  accounts.	
  
     TwiEer	
  is	
  about	
  social	
  sharing	
  and	
  interac2on.	
  If	
  you	
  
     aren’t	
  willing	
  to	
  unlock	
  your	
  TwiEer	
  profile	
  and	
  make	
  
     your	
  content	
  public,	
  there’s	
  no	
  reason	
  to	
  use	
  the	
  
     service—unless	
  you’re	
  trying	
  to	
  look	
  like	
  a	
  weird	
  
     social	
  media	
  stalker	
  business	
  on	
  purpose.	
  
Understand the Service


#8
     Poten2al	
  customers	
  can	
  tell	
  if	
  you	
  don’t	
  understand	
  a	
  
     social	
  media	
  service	
  or	
  you	
  aren’t	
  familiar	
  with	
  how	
  
     the	
  site	
  “works.”	
  If	
  you	
  join	
  TwiEer	
  to	
  promote	
  
     yourself	
  and	
  never	
  share	
  anything	
  or	
  interact	
  with	
  
     others,	
  people	
  will	
  avoid	
  you	
  on	
  principal.	
  Learn	
  how	
  
     to	
  be	
  a	
  social	
  media	
  user	
  before	
  you	
  start	
  promo2ng.	
  
Social Media: Facebook
Don’t Be a Ghost


#9
     Social	
  media	
  profiles	
  provide	
  space	
  to	
  share	
  
     informa2on	
  about	
  you	
  and	
  your	
  business	
  with	
  other	
  
     people.	
  Again,	
  this	
  is	
  another	
  branding	
  opportunity—
     fill	
  these	
  out!	
  A	
  blank	
  About	
  Me	
  sec2on	
  makes	
  you	
  
     look	
  untrustworthy	
  and	
  unworthy	
  of	
  new	
  business.	
  
Facebook Disengagement


#10
      Do	
  you	
  interact	
  with	
  your	
  Facebook	
  fans?	
  They’re	
  
      interac2ng	
  with	
  you,	
  and	
  if	
  you	
  aren’t	
  willing	
  to	
  return	
  
      the	
  favor,	
  you’re	
  chasing	
  poten2al	
  customers	
  away.	
  
Being Annoying


#11
      There	
  is	
  actually	
  a	
  content	
  strategy	
  called	
  “annoyance	
  
      marke2ng,”	
  and	
  it	
  can	
  work	
  some2mes—if	
  you’re	
  
      careful.	
  Social	
  media	
  is	
  not	
  the	
  best	
  place	
  to	
  make	
  this	
  
      strategy	
  work:	
  consider	
  that	
  with	
  each	
  post	
  you	
  make,	
  
      you’re	
  interrup2ng	
  your	
  customers’	
  personal	
  space	
  
      with	
  marke2ng	
  efforts.	
  Customers	
  are	
  generally	
  not	
  
      recep2ve	
  to	
  that,	
  so	
  make	
  sure	
  you	
  provide	
  some	
  
      value	
  with	
  each	
  post,	
  instead	
  of	
  chasing	
  them	
  away	
  
      with	
  annoying	
  disrup2ons.	
  
No Show, All Tell


#12
      Images	
  and	
  visual	
  content	
  go	
  a	
  long	
  way	
  online.	
  
      WriEen	
  content	
  for	
  social	
  media	
  without	
  a	
  visual	
  
      component	
  is	
  basically	
  throwing	
  away	
  a	
  good	
  
      exposure	
  opportunity.	
  Even	
  if	
  you	
  have	
  to	
  spend	
  extra	
  
      2me	
  finding	
  some	
  sort	
  of	
  relevant	
  image,	
  the	
  
      poten2al	
  reach	
  you	
  earn	
  by	
  calling	
  out	
  your	
  content	
  
      with	
  a	
  visual	
  cue	
  is	
  worth	
  the	
  effort.	
  
Keywords Galore


#13
      Consumers	
  spend	
  maybe	
  two	
  seconds	
  deciding	
  if	
  a	
  
      promo2onal	
  post	
  is	
  worth	
  reading.	
  Stuffing	
  your	
  social	
  
      content	
  with	
  keywords	
  like	
  you	
  would	
  write	
  longer-­‐
      form	
  content	
  is	
  a	
  great	
  way	
  to	
  make	
  your	
  posts	
  look	
  
      like	
  a	
  fishy	
  sales	
  pitch	
  to	
  poten2al	
  customers.	
  
Open Your Privacy Settings


#14
      Don’t	
  send	
  customers	
  to	
  your	
  social	
  profiles	
  if	
  they	
  
      can’t	
  see	
  any	
  of	
  your	
  informa2on.	
  If	
  your	
  Facebook	
  
      profile	
  is	
  completely	
  locked	
  down,	
  people	
  will	
  leave	
  
      without	
  ever	
  looking	
  further	
  into	
  contac2ng	
  you.	
  
Web Content
Writing Over Your Customer’s
                  Heads

#15
      I’ve	
  wriEen	
  about	
  this	
  extensively	
  before:	
  there’s	
  
      nothing	
  I	
  hate	
  more	
  as	
  a	
  consumer	
  than	
  content	
  that	
  
      isn’t	
  accessible.	
  

      There’s	
  no	
  reason	
  to	
  write	
  over	
  customers’	
  heads	
  
      unless	
  you’re	
  qualifying	
  your	
  customers	
  by	
  scaring	
  
      away	
  anyone	
  that	
  doesn’t	
  understand	
  what	
  you’re	
  
      wri2ng	
  about.	
  	
  Writer’s	
  oYen	
  don’t	
  realize	
  they’re	
  
      doing	
  this	
  un2l	
  somebody	
  else	
  points	
  it	
  out,	
  so	
  be	
  
      careful.	
  
Vague Headlines


#16
      Just	
  like	
  your	
  menu	
  should	
  express	
  clear,	
  immediately	
  
      recognizable	
  intent,	
  your	
  2tle	
  lines	
  should	
  be	
  clear	
  as	
  
      well.	
  Is	
  your	
  product	
  the	
  best	
  in	
  the	
  market?	
  Then	
  say	
  
      so,	
  don’t	
  hint	
  at	
  it.	
  Vague	
  headlines	
  are	
  a	
  major	
  point	
  
      of	
  frustra2on	
  for	
  poten2al	
  customers	
  because	
  they	
  
      can	
  be	
  misleading.	
  
6	
  
                  Making Assumptions


#17
      Don’t	
  write	
  content	
  based	
  on	
  assump2ons	
  about	
  your	
  
      target	
  market.	
  Customers	
  start	
  to	
  scratch	
  their	
  heads	
  
      when	
  they	
  read	
  content	
  that	
  is	
  obviously	
  directed	
  at	
  
      them,	
  but	
  doesn’t	
  actually	
  apply	
  to	
  them.	
  
e Rhetorical Question


#18
      Marketers	
  like	
  to	
  use	
  “do	
  you	
  need	
  this?”	
  taglines	
  and	
  
      have	
  worn	
  them	
  out	
  for	
  years.	
  It’s	
  supposed	
  to	
  make	
  
      the	
  customer	
  tell	
  themselves	
  “oh,	
  I	
  guess	
  I	
  do!”	
  We’re	
  
      smarter	
  than	
  this	
  now.	
  Once	
  in	
  a	
  while	
  these	
  are	
  okay,	
  
      but	
  don’t	
  hinge	
  your	
  en2re	
  conversion	
  on	
  a	
  2red	
  
      marke2ng	
  gag.	
  
Print and Online Are Different


#19
      Businesses	
  will	
  oYen	
  repurpose	
  their	
  printed	
  
      marke2ng	
  materials	
  for	
  online	
  use	
  by	
  simply	
  throwing	
  
      the	
  image	
  or	
  raw	
  content	
  online,	
  without	
  changing	
  it	
  
      or	
  op2mizing	
  it	
  for	
  the	
  web.	
  This	
  is	
  a	
  big	
  no-­‐no:	
  large	
  
      images	
  (like	
  print	
  ads)	
  are	
  difficult	
  to	
  navigate	
  online,	
  
      and	
  consumers	
  are	
  very	
  frustrated	
  when	
  there	
  aren’t	
  
      interac2ve	
  elements	
  where	
  they	
  should	
  be	
  
      an2cipated.	
  Repurposing	
  print	
  content	
  for	
  the	
  web	
  is	
  
      fine,	
  but	
  be	
  smart	
  about	
  it.	
  
QR Codes Can Backfire


#20
      Marketers	
  oYen	
  throw	
  QR	
  codes	
  into	
  their	
  
      promo2onal	
  material	
  because	
  it’s	
  cheap	
  and	
  easy.	
  QR	
  
      codes	
  have	
  a	
  bad	
  reputa2on	
  for	
  requiring	
  lots	
  of	
  effort	
  
      to	
  produce	
  minimal	
  value.	
  Don’t	
  use	
  a	
  QR	
  code	
  
      without	
  making	
  the	
  value	
  of	
  a	
  scan	
  immediately	
  
      apparent	
  and	
  worthwhile.	
  
Mystery Links


#21
      Hyperlinks	
  are	
  a	
  major	
  distrac2on.	
  If	
  you	
  fill	
  your	
  page	
  
      design	
  and	
  content	
  up	
  with	
  them,	
  it’s	
  tough	
  to	
  focus	
  
      on	
  the	
  actual	
  content.	
  Make	
  every	
  link	
  count,	
  don’t	
  
      load	
  up	
  content	
  with	
  links	
  to	
  every	
  liEle	
  relevant	
  thing	
  
      you	
  can	
  think	
  of.	
  
Over Anchoring


#22
      I	
  was	
  reading	
  an	
  ar2cle	
  today	
  about	
  a	
  service	
  that	
  
      checked	
  if	
  your	
  password	
  had	
  been	
  stolen	
  aYer	
  a	
  
      recent	
  hack,	
  and	
  I	
  counted	
  14	
  anchor	
  text	
  links	
  in	
  the	
  
      content	
  of	
  the	
  ar2cle.	
  The	
  actual	
  service	
  was	
  one	
  of	
  
      the	
  last	
  links	
  on	
  the	
  page.	
  The	
  rest	
  were	
  links	
  poin2ng	
  
      directly	
  to	
  other	
  ar2cles	
  wriEen	
  by	
  the	
  same	
  news	
  
      site.	
  Ugh!	
  If	
  your	
  link	
  content	
  is	
  important,	
  make	
  sure	
  
      customers	
  can	
  find	
  it	
  easily.	
  
Link-Bating is Old News


#23
      Pos2ng	
  anchor	
  text	
  or	
  a	
  link	
  promising	
  something	
  
      incredible	
  or	
  valuable,	
  then	
  having	
  it	
  link	
  directly	
  to	
  
      one	
  of	
  your	
  conversion	
  pages	
  is	
  decep2ve.	
  Customers	
  
      don’t	
  appreciate	
  this,	
  and	
  although	
  it	
  used	
  to	
  be	
  a	
  
      popular	
  content	
  strategy,	
  now	
  it	
  just	
  makes	
  customers	
  
      lose	
  trust	
  in	
  your	
  brand.	
  
Appreciate Customer Needs


#25
      Your	
  web	
  content	
  shouldn’t	
  be	
  designed	
  solely	
  to	
  sell	
  
      your	
  products	
  or	
  services.	
  You’ll	
  earn	
  more	
  
      conversions	
  from	
  content	
  that	
  empathizes	
  with	
  
      customers’	
  problems	
  and	
  needs.	
  Emphasize	
  that	
  you	
  
      are	
  providing	
  a	
  valuable	
  service	
  instead	
  of	
  just	
  
      cour2ng	
  a	
  sale.	
  
Website Design
Overloading Your Site
                      Navigation

#26
      Small	
  businesses	
  oYen	
  design	
  their	
  websites	
  so	
  that	
  
      everything	
  they	
  possibly	
  offer	
  is	
  crammed	
  into	
  an	
  
      overly	
  busy	
  homepage	
  menu.	
  Don’t	
  throw	
  your	
  en2re	
  
      business	
  at	
  customers	
  when	
  they	
  first	
  arrive.	
  Use	
  your	
  
      head	
  and	
  guide	
  users	
  through	
  your	
  services	
  with	
  
      call	
  to	
  ac2on	
  cues	
  and	
  deliberately	
  designed	
  paths	
  
      through	
  your	
  content.	
  
Vague Navigation


#26
      Another	
  mistake	
  small	
  businesses	
  oYen	
  make	
  is	
  
      pulng	
  2tles	
  on	
  their	
  naviga2on	
  page	
  that	
  aren’t	
  
      specific.	
  Making	
  a	
  menu	
  item	
  that	
  simply	
  reads	
  
      “Lovelies”	
  instead	
  of	
  a	
  buEon	
  that	
  says	
  “My	
  Products”	
  
      is	
  a	
  great	
  way	
  to	
  lose	
  poten2al	
  sales.	
  Your	
  naviga2on	
  
      needs	
  to	
  make	
  it	
  absolutely	
  clear	
  what	
  customers	
  can	
  
      click	
  on	
  and	
  what	
  they	
  can	
  expect	
  on	
  the	
  other	
  side.	
  
Aiming Big


#27
      Many	
  small	
  businesses	
  make	
  the	
  mistake	
  of	
  trying	
  to	
  
      align	
  themselves	
  with	
  massive,	
  mul2million-­‐dollar	
  
      corpora2ons	
  right	
  from	
  the	
  start.	
  Most	
  of	
  your	
  
      poten2al	
  customers	
  aren’t	
  members	
  of	
  Fortune	
  500	
  
      companies,	
  especially	
  in	
  the	
  B2B	
  market.	
  If	
  your	
  
      services	
  rival	
  large	
  corpora2ons’	
  abili2es,	
  that’s	
  a	
  
      great	
  sales	
  point.	
  Make	
  sure	
  that	
  your	
  bold	
  claims	
  
      aren’t	
  making	
  your	
  services	
  seem	
  inaccessible	
  to	
  
      everyone	
  else,	
  though.	
  
Hiding Your Contact Info


#28
      If	
  you	
  aren’t	
  providing	
  an	
  anchor	
  link	
  to	
  your	
  info	
  
      every	
  single	
  2me	
  you	
  say	
  “Contact	
  Us,”	
  you’d	
  beEer	
  
      make	
  your	
  contact	
  page	
  absolutely	
  visible	
  somewhere	
  
      nearby.	
  Users	
  that	
  want	
  to	
  contact	
  you	
  will	
  get	
  
      confused	
  and	
  leave	
  if	
  they	
  can’t	
  find	
  your	
  contact	
  
      informa2on,	
  and	
  it	
  is	
  typically	
  an	
  aYerthought	
  in	
  site	
  
      design.	
  
One Size Doesn’t Fit All


#29
      If	
  you	
  have	
  mul2ple	
  customer	
  targets	
  you’re	
  trying	
  to	
  
      market	
  to,	
  you	
  should	
  offer	
  different	
  pages	
  that	
  offer	
  
      content	
  specifically	
  tailored	
  to	
  them.	
  “Universal”	
  
      content	
  marke2ng	
  doesn’t	
  exist,	
  and	
  is	
  usually	
  just	
  a	
  
      way	
  to	
  make	
  “vague	
  content”	
  sound	
  beEer.	
  
Tighten Your Focus


#30
      It’s	
  okay	
  to	
  cater	
  to	
  mul2ple	
  target	
  markets,	
  but	
  you	
  
      can’t	
  provide	
  everything	
  for	
  everyone.	
  Content	
  and	
  
      naviga2on	
  design	
  that	
  appeals	
  to	
  the	
  broadest	
  
      demographic	
  truly	
  targets	
  no	
  one,	
  and	
  your	
  
      conversions	
  will	
  reflect	
  your	
  confusing	
  targe2ng	
  
      tac2cs.	
  
Be Considerate in Your
                       Followup

#31
      Not	
  all	
  customers	
  will	
  convert	
  as	
  soon	
  as	
  they	
  land	
  on	
  
      your	
  page.	
  Having	
  an	
  automa2c	
  follow-­‐up	
  built	
  in	
  to	
  
      your	
  page,	
  like	
  a	
  newsleEer	
  opt-­‐in	
  or	
  a	
  “Get	
  More	
  
      Informa2on”	
  link,	
  is	
  a	
  great	
  tool,	
  but	
  only	
  if	
  you	
  don’t	
  
      slam	
  your	
  conversions	
  with	
  too	
  much	
  follow-­‐up,	
  too	
  
      fast.	
  
Offers and Discounts
Provide Adequate Information


#32
      It’s	
  all	
  too	
  common	
  for	
  products	
  to	
  be	
  listed	
  on	
  
      business	
  websites	
  with	
  absolutely	
  zero	
  descrip2ve	
  
      content	
  provided.	
  Give	
  customers	
  more	
  than	
  a	
  name	
  
      and	
  a	
  price,	
  or	
  they’ll	
  start	
  to	
  wonder	
  why	
  exactly	
  
      they	
  should	
  buy	
  it.	
  
Don’t Offer False Value


#33
      I	
  recently	
  saw	
  an	
  awful	
  discount	
  for	
  a	
  digital	
  
      entertainment	
  product	
  online:	
  pre-­‐purchase	
  four	
  
      unreleased	
  pieces	
  of	
  soYware	
  and	
  get	
  them	
  the	
  day	
  
      they	
  come	
  out.	
  The	
  “premium”	
  price	
  was	
  $50,	
  and	
  
      each	
  piece	
  of	
  soYware	
  was	
  $15	
  each.	
  Great,	
  so	
  I’m	
  
      saving	
  $10	
  on	
  one	
  piece	
  of	
  soYware,	
  and	
  that’s	
  only	
  if	
  
      I	
  even	
  want	
  to	
  purchase	
  all	
  four,	
  which	
  I	
  don’t.	
  If	
  
      you’re	
  going	
  to	
  offer	
  a	
  deal,	
  offer	
  a	
  good	
  one.	
  
Nobody Likes to Jump
                    rough Hoops

#34
      Scan	
  this	
  QR	
  code	
  and	
  check	
  in	
  on	
  Foursquare	
  and	
  
      leave	
  a	
  review	
  on	
  Yelp	
  and	
  print	
  this	
  Groupon	
  offer	
  
      and	
  THEN	
  you	
  can	
  have	
  your	
  15%	
  off?	
  No	
  thank	
  you.	
  
      You	
  can	
  provide	
  condi2onal	
  discounts,	
  but	
  don’t	
  lock	
  
      customers	
  out	
  by	
  making	
  it	
  unnecessarily	
  difficult.	
  
Tiered Rewards Can
                  Discourage Customers

#35
      If	
  you	
  have	
  a	
  2ered	
  customer	
  rewards	
  system,	
  don’t	
  
      set	
  the	
  bar	
  for	
  joining	
  a	
  higher	
  level	
  too	
  high,	
  and	
  
      make	
  sure	
  the	
  increased	
  value	
  is	
  worth	
  the	
  price	
  of	
  
      reaching	
  that	
  point.	
  If	
  your	
  2ered	
  reward	
  system	
  
      doesn’t	
  provide	
  value	
  that	
  is	
  immediately	
  apparent,	
  
      it’s	
  probably	
  underwhelming	
  or	
  confusing.	
  
Offers Must Be Timely


#36
      I	
  can’t	
  even	
  count	
  how	
  many	
  2mes	
  I’ve	
  received	
  email	
  
      offers	
  that	
  expire	
  by	
  the	
  2me	
  I	
  see	
  them.	
  Don’t	
  send	
  
      out	
  email	
  offers	
  that	
  expire	
  24	
  hours	
  aYer	
  the	
  email	
  
      goes	
  out—give	
  your	
  customers	
  some	
  lead	
  2me	
  to	
  act	
  
      on	
  your	
  deals.	
  
Offer Repeat Business
                        Incentives

#37
      There	
  are	
  a	
  few	
  online	
  shops	
  I	
  am	
  happy	
  to	
  be	
  a	
  
      repeat	
  customer	
  on.	
  I	
  just	
  wish	
  that	
  every	
  now	
  and	
  
      then,	
  I	
  could	
  get	
  a	
  10%	
  or	
  15%	
  discount	
  for	
  my	
  next	
  
      visit	
  aYer	
  I	
  check	
  out.	
  Don’t	
  let	
  customers	
  think	
  that	
  
      you	
  don’t	
  want	
  their	
  business	
  again	
  in	
  the	
  future.	
  
Conclusion


             Helpful?	
  Have	
  anything	
  else	
  to	
  add?	
  	
  Leave	
  a	
  
                          comment	
  for	
  us	
  below!	
  

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37 Ways You Are Confusing Your Customers

  • 2. When  you  do  business  online,  communica2on  is   everything.  If  your  marke2ng  isn’t  clear,  poten2al   customers  get  confused,  and  when  customers  get   Intro confused,  they  leave  before  they  ever  know  what  it  is   you  offer.   Here  is  a  comprehensive  list  of  37  different  ways   marketers  and  businesspeople  confuse  their   customers,  and  how  you  can  avoid  making  the  same   mistakes.  
  • 4. Inactive Twitter Accounts Fruit  of  the  Loom’s  TwiEer  account  has  three  tweets   #1 posted  in  a  three-­‐minute  2meframe  from  2011.  They   aren’t  exactly  gaining  social  momentum  with  this   account.  If  a  service  isn’t  part  of  your  strategy,  don’t   sign  up.  
  • 5. Hashtag Overuse If  every  other  word  in  your  social  media  message  is  a   #2 hashtag,  maybe  you  don’t  know  how  these  work— that’s  what  customers  think.  If  your  hashtags  aren’t   deliberate  or  meaningful,  you  aren’t  using  them  right.  
  • 6. Forcing a Hashtag #3 McDonalds  tried  their  hand  at  forcing  a  popular   hashtag  this  past  January  when  they  started   encouraging  people  to  share  #McDStories.  Their  plan   backfired,  and  gross  stories  of  fast  food  nightmares   began  filling  the  hashtag.  Forcing  posi2ve  customer   sen2ment  can  backfire  and  do  more  harm  than  good.  
  • 7. Avoid the Egg #4 New  TwiEer  users  have  a  randomly  generated  “egg”   user  picture  when  they  sign  up.  This  should  be   obvious,  but  your  user  picture  is  a  branding   opportunity.  If  you  interact  with  users  without   changing  your  user  picture  to  something  that   represents  you,  you’ll  be  ignored  in  a  heartbeat.  
  • 8. Hyperactive Brand Name Tracking #5 Businesses  should  ac2vely  track  men2ons  of  their   name  brand  on  social  networking  services,  and   interac2ng  with  users  that  men2on  you  is  a  great   strategy.  That  doesn’t  mean  you  should  act  on  every   single  men2on,  though:  replying  to  any  and  every   men2on  of  your  brand  can  come  off  as  obsessive  and   creepy.  
  • 9. Automatic Social Sharing #6 Does  your  content  translate  across  mul2ple   mediums?  Automa2c  share  systems  that  distribute   your  new  content  across  all  of  your  social  networking   profiles  can  oYen  botch  the  sharing  ac2on  by   including  too  much  unnecessary  text  or  parsing   content  in  a  way  that  doesn’t  seem  natural.   Customers  pick  up  on  this  as  a  sign  of  laziness,  and   will  respond  to  it  accordingly.  
  • 10. Unlock Twitter #7 Another  pet  peeve  of  mine:  locked  TwiEer  accounts.   TwiEer  is  about  social  sharing  and  interac2on.  If  you   aren’t  willing  to  unlock  your  TwiEer  profile  and  make   your  content  public,  there’s  no  reason  to  use  the   service—unless  you’re  trying  to  look  like  a  weird   social  media  stalker  business  on  purpose.  
  • 11. Understand the Service #8 Poten2al  customers  can  tell  if  you  don’t  understand  a   social  media  service  or  you  aren’t  familiar  with  how   the  site  “works.”  If  you  join  TwiEer  to  promote   yourself  and  never  share  anything  or  interact  with   others,  people  will  avoid  you  on  principal.  Learn  how   to  be  a  social  media  user  before  you  start  promo2ng.  
  • 13. Don’t Be a Ghost #9 Social  media  profiles  provide  space  to  share   informa2on  about  you  and  your  business  with  other   people.  Again,  this  is  another  branding  opportunity— fill  these  out!  A  blank  About  Me  sec2on  makes  you   look  untrustworthy  and  unworthy  of  new  business.  
  • 14. Facebook Disengagement #10 Do  you  interact  with  your  Facebook  fans?  They’re   interac2ng  with  you,  and  if  you  aren’t  willing  to  return   the  favor,  you’re  chasing  poten2al  customers  away.  
  • 15. Being Annoying #11 There  is  actually  a  content  strategy  called  “annoyance   marke2ng,”  and  it  can  work  some2mes—if  you’re   careful.  Social  media  is  not  the  best  place  to  make  this   strategy  work:  consider  that  with  each  post  you  make,   you’re  interrup2ng  your  customers’  personal  space   with  marke2ng  efforts.  Customers  are  generally  not   recep2ve  to  that,  so  make  sure  you  provide  some   value  with  each  post,  instead  of  chasing  them  away   with  annoying  disrup2ons.  
  • 16. No Show, All Tell #12 Images  and  visual  content  go  a  long  way  online.   WriEen  content  for  social  media  without  a  visual   component  is  basically  throwing  away  a  good   exposure  opportunity.  Even  if  you  have  to  spend  extra   2me  finding  some  sort  of  relevant  image,  the   poten2al  reach  you  earn  by  calling  out  your  content   with  a  visual  cue  is  worth  the  effort.  
  • 17. Keywords Galore #13 Consumers  spend  maybe  two  seconds  deciding  if  a   promo2onal  post  is  worth  reading.  Stuffing  your  social   content  with  keywords  like  you  would  write  longer-­‐ form  content  is  a  great  way  to  make  your  posts  look   like  a  fishy  sales  pitch  to  poten2al  customers.  
  • 18. Open Your Privacy Settings #14 Don’t  send  customers  to  your  social  profiles  if  they   can’t  see  any  of  your  informa2on.  If  your  Facebook   profile  is  completely  locked  down,  people  will  leave   without  ever  looking  further  into  contac2ng  you.  
  • 20. Writing Over Your Customer’s Heads #15 I’ve  wriEen  about  this  extensively  before:  there’s   nothing  I  hate  more  as  a  consumer  than  content  that   isn’t  accessible.   There’s  no  reason  to  write  over  customers’  heads   unless  you’re  qualifying  your  customers  by  scaring   away  anyone  that  doesn’t  understand  what  you’re   wri2ng  about.    Writer’s  oYen  don’t  realize  they’re   doing  this  un2l  somebody  else  points  it  out,  so  be   careful.  
  • 21. Vague Headlines #16 Just  like  your  menu  should  express  clear,  immediately   recognizable  intent,  your  2tle  lines  should  be  clear  as   well.  Is  your  product  the  best  in  the  market?  Then  say   so,  don’t  hint  at  it.  Vague  headlines  are  a  major  point   of  frustra2on  for  poten2al  customers  because  they   can  be  misleading.  
  • 22. 6   Making Assumptions #17 Don’t  write  content  based  on  assump2ons  about  your   target  market.  Customers  start  to  scratch  their  heads   when  they  read  content  that  is  obviously  directed  at   them,  but  doesn’t  actually  apply  to  them.  
  • 23. e Rhetorical Question #18 Marketers  like  to  use  “do  you  need  this?”  taglines  and   have  worn  them  out  for  years.  It’s  supposed  to  make   the  customer  tell  themselves  “oh,  I  guess  I  do!”  We’re   smarter  than  this  now.  Once  in  a  while  these  are  okay,   but  don’t  hinge  your  en2re  conversion  on  a  2red   marke2ng  gag.  
  • 24. Print and Online Are Different #19 Businesses  will  oYen  repurpose  their  printed   marke2ng  materials  for  online  use  by  simply  throwing   the  image  or  raw  content  online,  without  changing  it   or  op2mizing  it  for  the  web.  This  is  a  big  no-­‐no:  large   images  (like  print  ads)  are  difficult  to  navigate  online,   and  consumers  are  very  frustrated  when  there  aren’t   interac2ve  elements  where  they  should  be   an2cipated.  Repurposing  print  content  for  the  web  is   fine,  but  be  smart  about  it.  
  • 25. QR Codes Can Backfire #20 Marketers  oYen  throw  QR  codes  into  their   promo2onal  material  because  it’s  cheap  and  easy.  QR   codes  have  a  bad  reputa2on  for  requiring  lots  of  effort   to  produce  minimal  value.  Don’t  use  a  QR  code   without  making  the  value  of  a  scan  immediately   apparent  and  worthwhile.  
  • 26. Mystery Links #21 Hyperlinks  are  a  major  distrac2on.  If  you  fill  your  page   design  and  content  up  with  them,  it’s  tough  to  focus   on  the  actual  content.  Make  every  link  count,  don’t   load  up  content  with  links  to  every  liEle  relevant  thing   you  can  think  of.  
  • 27. Over Anchoring #22 I  was  reading  an  ar2cle  today  about  a  service  that   checked  if  your  password  had  been  stolen  aYer  a   recent  hack,  and  I  counted  14  anchor  text  links  in  the   content  of  the  ar2cle.  The  actual  service  was  one  of   the  last  links  on  the  page.  The  rest  were  links  poin2ng   directly  to  other  ar2cles  wriEen  by  the  same  news   site.  Ugh!  If  your  link  content  is  important,  make  sure   customers  can  find  it  easily.  
  • 28. Link-Bating is Old News #23 Pos2ng  anchor  text  or  a  link  promising  something   incredible  or  valuable,  then  having  it  link  directly  to   one  of  your  conversion  pages  is  decep2ve.  Customers   don’t  appreciate  this,  and  although  it  used  to  be  a   popular  content  strategy,  now  it  just  makes  customers   lose  trust  in  your  brand.  
  • 29. Appreciate Customer Needs #25 Your  web  content  shouldn’t  be  designed  solely  to  sell   your  products  or  services.  You’ll  earn  more   conversions  from  content  that  empathizes  with   customers’  problems  and  needs.  Emphasize  that  you   are  providing  a  valuable  service  instead  of  just   cour2ng  a  sale.  
  • 31. Overloading Your Site Navigation #26 Small  businesses  oYen  design  their  websites  so  that   everything  they  possibly  offer  is  crammed  into  an   overly  busy  homepage  menu.  Don’t  throw  your  en2re   business  at  customers  when  they  first  arrive.  Use  your   head  and  guide  users  through  your  services  with   call  to  ac2on  cues  and  deliberately  designed  paths   through  your  content.  
  • 32. Vague Navigation #26 Another  mistake  small  businesses  oYen  make  is   pulng  2tles  on  their  naviga2on  page  that  aren’t   specific.  Making  a  menu  item  that  simply  reads   “Lovelies”  instead  of  a  buEon  that  says  “My  Products”   is  a  great  way  to  lose  poten2al  sales.  Your  naviga2on   needs  to  make  it  absolutely  clear  what  customers  can   click  on  and  what  they  can  expect  on  the  other  side.  
  • 33. Aiming Big #27 Many  small  businesses  make  the  mistake  of  trying  to   align  themselves  with  massive,  mul2million-­‐dollar   corpora2ons  right  from  the  start.  Most  of  your   poten2al  customers  aren’t  members  of  Fortune  500   companies,  especially  in  the  B2B  market.  If  your   services  rival  large  corpora2ons’  abili2es,  that’s  a   great  sales  point.  Make  sure  that  your  bold  claims   aren’t  making  your  services  seem  inaccessible  to   everyone  else,  though.  
  • 34. Hiding Your Contact Info #28 If  you  aren’t  providing  an  anchor  link  to  your  info   every  single  2me  you  say  “Contact  Us,”  you’d  beEer   make  your  contact  page  absolutely  visible  somewhere   nearby.  Users  that  want  to  contact  you  will  get   confused  and  leave  if  they  can’t  find  your  contact   informa2on,  and  it  is  typically  an  aYerthought  in  site   design.  
  • 35. One Size Doesn’t Fit All #29 If  you  have  mul2ple  customer  targets  you’re  trying  to   market  to,  you  should  offer  different  pages  that  offer   content  specifically  tailored  to  them.  “Universal”   content  marke2ng  doesn’t  exist,  and  is  usually  just  a   way  to  make  “vague  content”  sound  beEer.  
  • 36. Tighten Your Focus #30 It’s  okay  to  cater  to  mul2ple  target  markets,  but  you   can’t  provide  everything  for  everyone.  Content  and   naviga2on  design  that  appeals  to  the  broadest   demographic  truly  targets  no  one,  and  your   conversions  will  reflect  your  confusing  targe2ng   tac2cs.  
  • 37. Be Considerate in Your Followup #31 Not  all  customers  will  convert  as  soon  as  they  land  on   your  page.  Having  an  automa2c  follow-­‐up  built  in  to   your  page,  like  a  newsleEer  opt-­‐in  or  a  “Get  More   Informa2on”  link,  is  a  great  tool,  but  only  if  you  don’t   slam  your  conversions  with  too  much  follow-­‐up,  too   fast.  
  • 39. Provide Adequate Information #32 It’s  all  too  common  for  products  to  be  listed  on   business  websites  with  absolutely  zero  descrip2ve   content  provided.  Give  customers  more  than  a  name   and  a  price,  or  they’ll  start  to  wonder  why  exactly   they  should  buy  it.  
  • 40. Don’t Offer False Value #33 I  recently  saw  an  awful  discount  for  a  digital   entertainment  product  online:  pre-­‐purchase  four   unreleased  pieces  of  soYware  and  get  them  the  day   they  come  out.  The  “premium”  price  was  $50,  and   each  piece  of  soYware  was  $15  each.  Great,  so  I’m   saving  $10  on  one  piece  of  soYware,  and  that’s  only  if   I  even  want  to  purchase  all  four,  which  I  don’t.  If   you’re  going  to  offer  a  deal,  offer  a  good  one.  
  • 41. Nobody Likes to Jump rough Hoops #34 Scan  this  QR  code  and  check  in  on  Foursquare  and   leave  a  review  on  Yelp  and  print  this  Groupon  offer   and  THEN  you  can  have  your  15%  off?  No  thank  you.   You  can  provide  condi2onal  discounts,  but  don’t  lock   customers  out  by  making  it  unnecessarily  difficult.  
  • 42. Tiered Rewards Can Discourage Customers #35 If  you  have  a  2ered  customer  rewards  system,  don’t   set  the  bar  for  joining  a  higher  level  too  high,  and   make  sure  the  increased  value  is  worth  the  price  of   reaching  that  point.  If  your  2ered  reward  system   doesn’t  provide  value  that  is  immediately  apparent,   it’s  probably  underwhelming  or  confusing.  
  • 43. Offers Must Be Timely #36 I  can’t  even  count  how  many  2mes  I’ve  received  email   offers  that  expire  by  the  2me  I  see  them.  Don’t  send   out  email  offers  that  expire  24  hours  aYer  the  email   goes  out—give  your  customers  some  lead  2me  to  act   on  your  deals.  
  • 44. Offer Repeat Business Incentives #37 There  are  a  few  online  shops  I  am  happy  to  be  a   repeat  customer  on.  I  just  wish  that  every  now  and   then,  I  could  get  a  10%  or  15%  discount  for  my  next   visit  aYer  I  check  out.  Don’t  let  customers  think  that   you  don’t  want  their  business  again  in  the  future.  
  • 45. Conclusion Helpful?  Have  anything  else  to  add?    Leave  a   comment  for  us  below!