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Painfully Bad Marketing/SEO Strategies

February 26, 2009

Bad marketing is more common then good marketing. But for most, it skirts by unnoticed. Since I’ve made the leap from college student to young professional, I’ve encountered (and participated in) both bad and good marketing. While it is sometimes painfully obvious that an effort will not go well, other times it is not as clear.

Here are some examples of bad marketing that you may not come across everyday or may not realize you have fallen trap to.

  • Blog Bombing
    • Theory – Blog Bombing is similar to using napalm to accomplish your goals. Simply put, you carpet the internet with blogs of a few (barely relevant) topics in order to get links to your site; increasing the amount of links helps your SEO efforts, right?
    • Problems– Creating hundreds of barely relevant blogs does nothing but create clutter on the internet and give your website a bad name. Also, many of the top (free) blogging sites have ‘no follow’ text in their code so the links will not register on top search engines. One more problem is that you are now seen as a spammer instead of a legitimate business, and that will spread faster than any further attempt you utilize in social media.
  • Home Run Strategy
    • Theory – The more marketing efforts you try, the more likely one of them will launch your site outta the park!
    • Problems– Swinging away at any pitch won’t get runners on the base. If you know nothing about the audience or even what your objectives are, then you’re not going to do anything but strike out. All metaphors aside, if you just keep throwing marketing out to the world, you have no campaign solidarity and confused consumers wondering what your brand is.
  • See What Sticks

    • Theory – Throw enough Marketing out there and something will work.
    • Problems– Similar to the Home Run Strategy, Seeing What Sticks is just a scramble for success; only this time it is more costly. Throwing money into whatever is proposed is a suckers way to market a product. Planning a marketing budget will give great reason to thwart off impulse ads.
  • Brand Awareness Trade Shows Jumble
    • Theory – Go to enough trade shows an you’ll be noticed by everyone.
    • Problems– Trade Shows get costly; travel expenses, promo material, staffing, booth space, etc. all add up. If you are a sales heavy firm (which I am pulling my experience from) and average 1 or 2 mediocre leads from a show, then your presence is not needed – you are not bettering your brand. Keep your ROI in perspective when planning which shows you will attend.
      • Exception – This one comes with plenty of exceptions, depending on the industry; one that comes to mind is the major show for your industry – the one that 90% of your industry attends – this may be a good place to show your face, but be sure to make an impact.
3 Comments leave one →
  1. February 26, 2009 1:09 PM

    funny. thats my job. sem manager.

  2. February 26, 2009 1:12 PM

    let me know if i’m off base here then with my observations?

  3. February 26, 2009 1:15 PM

    i think you’re right. anything that is done without thought will fail. blog bombing is the worst because at the end of the day, its not relevent and people aren’t stupid. and throwing money into whatevers good is a bad idea i think. marketing campaigns should be detailed and with a purpose. but sometimes even when they are, they fail miserably.

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