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Running any aspect of an online business involves marketing whether you’re promoting services as a local dentist or you have a thriving e-commerce store that sells kitchen appliances.

But just because you’re going through the motions of marketing the best SEO friendly platform for eCommerce with a fancy San Diego web design, doesn’t mean that your efforts, time, and money are getting you the best ROI.

Here are a few marketing techniques that you should avoid if you want to grow your small online business and increase your online sales.

#1: Investing in marketing tools before identifying your target customer base

One of the first steps when developing a marketing plan involves identifying your target demographic, so before you invest in tools, you should know who your ideal customer is.

Once you have a better idea of whom you're marketing to and where that traffic hangs out online, you can invest in effective marketing tools that apply to them.

 Marketing Techniques

#2: Not evolving with your customers

Being online is an experience, and that experience continually changes as e-commerce stores, blogs, and innovators grow their presence and twist the rules. When your ideal customers begin to take an interest in things like new forms of social media or the mobile web, you want to be there. Allow your marketing plan wiggle room so that you can evolve with your customers as they change the way they shop and use services online.

#3: Only utilizing one marketing channel

Unless you have a large staff dedicated to marketing, it's tough to get involved in all of the channels out there. And it can also be a waste of time depending on how narrowed you've gotten the demographic your targeting.

So, while you don’t need to go too big to get results, you also don’t want to go too small. If your only online marketing channel is a San Diego web design, then add a social media account and newsletter. You could also consider advertising on other websites.

#4: Not measuring and applying data to your marketing plan

If you haven't been collecting marketing data from your websites such as bounce rate, conversions, and click-throughs, then start immediately (like right now). You have to have data before you can measure and apply it. Once you've gathered the information, you can begin to tweak accordingly and improve your marketing plan.

#5: Ignoring to update your San Diego web design

If you want to keep your customers happy, then you should continually be updating your San Diego web design with the most efficient tools for elements like navigate, seamless checkouts and service requests, and fast upload times.

Customers also appreciate fresh and customized content. A few ways to save time doing this is to repurpose old articles that viewers found useful in the past and give them a new edge.

#6: Never split testing your website

Even if you're okay with the amount of traffic and conversions that your site manages, if you don't split test it, you'll never know if you could be doing better. Split testing your site can show you the most effective ways your customers respond to aspects like button and ad placement, pop-up timing, and checkout procedures.

You can use this data to enhance your design and improve the visitor experience. Once you see the impact that split testing can have, you'll wish you had started sooner.

#7: Not setting a detailed online marketing budget

Setting a marketing budget gives you some essential guidelines when it comes to your ROI. But go beyond one lump number dispersed over the course of three months. Assign a monthly amount to the individual aspect such as social media, email, SEO, and competitive research.

Work within your financial guidelines and don’t forget to measure your success rate so you can create a more refined plan for the next quarter.

#8: Setting unrealistic goals (or none at all)

To succeed in marketing, you need to set small, realistic goals to reach the growth you envision for your online business. Building an online presence takes time to cultivate, and your marketing efforts must develop to provide useful data. By starting with small goals that are attainable, you’ll discover that you become more motivated throughout the process.