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Marketing Strategies: 10 Marketing Do's and Dont's You Need to Know

Created: March 6, 2023, 7:58 p.m. Last updated: March 11, 2023, 6:20 p.m.

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As a business owner or marketer, you want to attract more customers to your website and ultimately increase your sales. We all know that in this digital age, businesses need to have a strong online presence to succeed. However, achieving this goal is not always easy, especially in a competitive online environment.

Digital marketing is a crucial component of any modern marketing strategy, and can help businesses of all sizes reach their target audience and increase their sales. In addition to digital marketing, there are many other marketing methods that businesses can use to reach their target audience and increase their sales. 

In this article, we will explore the do's and don'ts of marketing to help you boost your website traffic, improve your overall marketing strategy, and outrank your competitors.


1. DO: Define Your Target Audience

Before you start any marketing campaign, it is important to define your target audience. Understanding who your ideal customer is will help you tailor your marketing messages and choose the right channels to reach them. This will increase your chances of attracting the right kind of traffic to your website, which is more likely to convert into sales.

1. DON'T: Use Generic Marketing Messages

Using generic marketing messages can be a big turn-off for potential customers. It is important to create marketing messages that are specific to your target audience and highlight the unique benefits of your products or services. This will help you stand out from your competitors and make a lasting impression on your customers.

2. DO: Optimize Your Website for Search Engines

Search engine optimization (SEO) is a crucial component of any marketing strategy. By optimizing your website for search engines, you can improve your website's visibility in search engine results pages (SERPs) and attract more organic traffic to your website. This involves a range of techniques, including keyword research, on-page optimization, and link building.

2. DON'T: Overdo It with Keywords

While keywords are important for SEO, it is important not to overdo it. Keyword stuffing - the practice of cramming as many keywords as possible into your content - can actually hurt your search engine rankings. Instead, focus on creating high-quality, informative content that naturally incorporates relevant keywords.

3. DO: Use Social Media to Promote Your Content

Social media can be a powerful tool for promoting your website and attracting new visitors. By sharing your content on social media platforms like Facebook, Twitter, and LinkedIn, you can reach a wider audience and drive more traffic to your website. Just be sure to choose the right platforms for your target audience and create content that is shareable and engaging.

3. DON'T: Spam Your Social Media Followers

While social media can be a great way to promote your website, it is important not to spam your followers with too many promotional messages. This can lead to unfollows and a damaged reputation. Instead, focus on creating valuable content that your followers will want to share with their own followers.

4. DO: Monitor Your Analytics

Monitoring your website analytics is essential for understanding your website's performance and identifying areas for improvement. Analytics are also essential for understanding how your digital marketing efforts are performing and identifying areas for improvement. By tracking metrics like website traffic, bounce rate, click-through rates, and conversion rate, you can make data-driven decisions to optimize your marketing strategy and improve your results.

4. DON'T: Ignore Your Analytics

Ignoring your website analytics can be a big mistake. Without this data, you won't know how your website is performing or how to improve it. Just like with website analytics, it is important not to ignore your digital marketing analytics. Without this data, you won't know how your campaigns are performing or how to improve them.  Make sure to regularly review your analytics and use the insights to make informed decisions about your marketing strategy.

5. DO: Create High-Quality Content

High-quality content is the cornerstone of any successful digital marketing strategy. Whether you are creating blog posts, social media posts, videos, or other types of content, it is important to focus on creating content that is informative, engaging, and valuable to your target audience. This will help you attract more visitors to your website and build trust with your customers.

5. DON'T: Copy Content from Other Websites

Copying content from other websites is a big no-no in digital marketing. Not only is it illegal and unethical, but it can also hurt your search engine rankings. Google and other search engines penalize websites that use duplicate content, so it is important to always create original content.

6. DO: Use Paid Advertising to Reach Your Target Audience

Paid advertising can be a highly effective way to reach your target audience and drive more traffic to your website. Platforms like Google Ads, Facebook Ads, and LinkedIn Ads allow you to create highly targeted ad campaigns that can be tailored to your specific audience. This can help you reach more potential customers and increase your sales.

6. DON'T: Waste Money on Ineffective Ads

While paid advertising can be effective, it is important to monitor your ad campaigns closely to ensure they are actually driving results. If you are spending money on ads that are not generating clicks or conversions, it may be time to reevaluate your targeting or ad copy.

7. DO: Use Email Marketing to Nurture Leads

Email marketing can be a powerful tool for nurturing leads and building relationships with your customers. By creating targeted email campaigns that provide value to your subscribers, you can keep them engaged with your brand and increase the likelihood that they will eventually make a purchase.

7. DON'T: Spam Your Email List

Just like with social media, it is important not to spam your email list with too many promotional messages. Instead, focus on creating email campaigns that provide value to your subscribers and make them want to engage with your brand.

8. DO: Attend Industry Events

Attending industry events can be a great way to network with other professionals in your field and promote your business. Whether it's a conference, trade show, or other type of event, these gatherings provide opportunities to showcase your products or services and make connections with potential customers.

8. DON'T: Be Overly Aggressive at Events

While it is important to promote your business at industry events, it is also important not to be overly aggressive. Pushy sales tactics can turn people off and make them less likely to want to do business with you. Instead, focus on building relationships and providing value to potential customers.

9. DO: Leverage Influencer Marketing

Influencer marketing involves partnering with individuals who have a large following on social media or other platforms. By working with influencers in your industry, you can reach a wider audience and increase your brand visibility. Just be sure to choose influencers who align with your brand values and have a genuine interest in your products or services.

9. DON'T: Work with Inauthentic Influencers

While influencer marketing can be effective, it is important to choose influencers who are authentic and have a genuine interest in your brand. Working with influencers who are only interested in making a quick buck can hurt your brand reputation and lead to ineffective marketing campaigns.

10. DO: Offer Discounts and Promotions

Discounts and promotions can be a great way to attract new customers and generate more sales. Whether it's a limited-time offer or an ongoing promotion, these types of incentives can encourage people to try your products or services and make a purchase.

10. DON'T: Devalue Your Products or Services

While discounts and promotions can be effective, it is important not to devalue your products or services in the process. Be strategic about the types of discounts or promotions you offer, and make sure they are in line with your overall brand values and messaging.

BONUS DO: Use Referral Marketing

Referral marketing involves encouraging your existing customers to refer their friends and family to your business. This can be a highly effective way to generate new leads and increase your customer base. Offer incentives for referrals, such as discounts or free products, to encourage people to spread the word about your business.

BONUS DON'T: Neglect Your Existing Customers

While it is important to attract new customers, it is also important to keep your existing customers happy. Neglecting your loyal customers can hurt your brand reputation and lead to lost sales. Make sure to provide ongoing value to your existing customers through special offers, loyalty programs, and other incentives.



Marketing is a critical component of any successful business. It can be a powerful tool for boosting your website traffic, attracting new customers, and and increasing your sales. By following these do's and don'ts, you can create a marketing strategy that is tailored to your target audience and optimized for search engines. Remember to always focus on creating high-quality, informative content that provides value to your customers. By doing so, you can establish yourself as an authority in your industry and attract a loyal following of customers.


Marketing FAQs for business owners

Here are some frequently asked questions related to marketing do's and don'ts:

1. What are some common mistakes to avoid in marketing?

In marketing, some common mistakes to avoid include not knowing your target audience, ignoring the importance of branding, failing to differentiate your product or service from competitors, and neglecting to track and analyze data.

  1. Not knowing your target audience: If you're promoting a product or service without a clear understanding of who your target customers are, your messaging may not resonate with them. For example, if you're marketing a luxury product to budget-conscious consumers, your efforts are likely to fall flat.
  2. Ignoring the importance of branding: Failing to invest in a strong brand can make it difficult to stand out in a crowded market. Without a clear and compelling brand identity, your marketing efforts may not be memorable or inspire trust.
  3. Failing to differentiate your product or service: If you're offering something that's very similar to what your competitors are offering, it can be difficult to capture consumers' attention. By highlighting what makes your product or service unique, you can create a more compelling message and differentiate yourself from the competition.
  4. Neglecting to track and analyze data: Without a clear understanding of how your marketing efforts are performing, you may miss opportunities for improvement. By tracking metrics like website traffic, conversion rates, and customer feedback, you can identify what's working and what needs to be adjusted in your marketing strategy.

By avoiding these common mistakes and continually refining your marketing strategy, you can increase your chances of success and achieve your business goals.

2. How can I define my target audience?

Defining your target audience is a crucial step in developing an effective marketing strategy. Here are some tips on how to do it:

  1. Research your market: Start by researching your industry and competitors. Look for trends and patterns in consumer behavior, and identify gaps in the market that your product or service can fill.

  2. Create buyer personas: Buyer personas are fictional representations of your ideal customers. They should be based on research and data, and should include information about demographics, interests, pain points, and buying habits.

  3. Analyze your existing customer base: Look at your existing customer base and identify commonalities among them. What do they have in common? What are their needs and pain points? This information can help you create more accurate buyer personas.

  4. Use analytics tools: Analytical tools like Google Analytics can provide valuable insights into your website visitors. Look at metrics like age, gender, location, and behavior to get a better understanding of your audience.

  5. Conduct surveys: Surveys can be a useful tool for gathering information about your target audience. Ask questions about their interests, needs, and buying habits to help refine your buyer personas.

  6. Look at social media data: Social media platforms like Facebook and Twitter provide detailed analytics about your followers. Look at metrics like age, gender, location, and interests to gain insights into your audience.

  7. Conduct focus groups: Focus groups can provide valuable qualitative data about your target audience. Ask participants about their perceptions and opinions of your product or service to help refine your marketing messaging.

  8. Consider your product or service: Consider the features and benefits of your product or service, and think about who would be most likely to use it. This can help you refine your buyer personas and create more effective marketing messaging.

  9. Test and refine: Once you've defined your target audience, test your messaging and marketing campaigns to see how they perform. Use data to make adjustments and refine your strategy over time.

  10. Monitor your audience: Keep an eye on your audience over time and be open to adjusting your strategy as their needs and behaviors change. By continually refining your understanding of your target audience, you can create more effective marketing campaigns and grow your business.

For example, if you're selling organic skincare products, your target audience might be health-conscious women between the ages of 25 and 45 who are interested in natural beauty products. By creating buyer personas based on this demographic and tailoring your messaging and marketing campaigns accordingly, you can increase your chances of reaching your target audience and driving sales.


3. What types of content work well in marketing?


There are many types of content that can be effective in marketing, depending on your goals and target audience. Here are some examples:

  1. Blog posts: Blog posts can be a great way to share information about your product or service, provide value to your audience, and establish your expertise in your industry.

  2. Social media posts: Social media posts can help you reach a wider audience and engage with your followers. You can share photos, videos, and other types of content that showcase your brand and messaging.

  3. Videos: Videos are a highly engaging form of content that can be used to showcase your product or service, share customer testimonials, and provide educational content.

  4. Infographics: Infographics can be an effective way to convey complex information in a visual and easy-to-understand format. They can be shared on social media, in blog posts, and on your website.

  5. E-books and whitepapers: E-books and whitepapers can be used to provide in-depth information about your product or service, educate your audience, and establish your expertise.

  6. Podcasts: Podcasts can be a great way to share your message and engage with your audience in a more intimate and conversational format.

  7. Webinars: Webinars can be used to provide educational content and establish your expertise. They can also be used to generate leads by requiring attendees to provide contact information to access the webinar.

  8. Email newsletters: Email newsletters can be used to keep your audience informed about your product or service, share promotional offers, and provide valuable content.

  9. Case studies: Case studies can be used to showcase how your product or service has helped real customers solve their problems.

  10. User-generated content: User-generated content, such as reviews and testimonials, can be a powerful form of social proof that can help build trust with your audience.

According to a study by HubSpot, blog posts are the most effective type of content for inbound marketing, with 55% of marketers citing them as their top priority. Video is also highly effective, with 64% of consumers making a purchase after watching branded social media videos. Ultimately, the types of content that work best for your business will depend on your goals and audience, so it's important to test and refine your strategy over time.


4. How can I use social media effectively in my marketing campaigns?


Social media can be a powerful tool for marketing, but it's important to use it effectively to get the best results. Here are some tips for using social media effectively in your marketing campaigns:

  1. Define your goals: Start by defining your goals for social media marketing. Are you looking to increase brand awareness, generate leads, or drive sales?

  2. Identify your target audience: Understand who your target audience is and where they spend their time on social media. This will help you create content that resonates with them and choose the right platforms to focus on.

  3. Create a content strategy: Develop a content strategy that aligns with your goals and resonates with your audience. This could include sharing blog posts, videos, infographics, and other types of content.

  4. Use visual content: Visual content like photos and videos tend to perform better on social media than text-based content. Use high-quality images and videos to capture your audience's attention.

  5. Engage with your audience: Engage with your audience by responding to comments and messages, and by sharing user-generated content.

  6. Use hashtags: Use relevant hashtags to make your content more discoverable on social media.

  7. Leverage influencer marketing: Partner with influencers in your industry to reach a wider audience and build credibility.

  8. Use paid advertising: Consider using paid advertising on social media to reach a targeted audience and increase your reach.

  9. Analyze your results: Use social media analytics tools to track your results and refine your strategy over time.

  10. Stay up-to-date: Stay up-to-date with the latest trends and changes on social media to ensure that your strategy remains effective.

According to a study by Sprout Social, the most effective social media platforms for businesses are Facebook, Instagram, and Twitter. However, the best platform for your business will depend on your goals and audience. By following these tips and continually refining your strategy, you can use social media effectively to reach your marketing goals.


5. What metrics should I track to measure the success of my campaigns?


Tracking the right metrics is essential for measuring the success of your marketing campaigns. Here are some key metrics to consider:

  1. Website traffic: Tracking website traffic can give you insight into how many people are visiting your site as a result of your marketing efforts.

  2. Conversion rate: Conversion rate measures how many website visitors take a desired action, such as making a purchase or filling out a form.

  3. Cost per acquisition (CPA): CPA measures how much it costs to acquire a new customer, including advertising and marketing expenses.

  4. Return on investment (ROI): ROI measures the financial return on your marketing investment, comparing the cost of the campaign to the revenue generated.

  5. Click-through rate (CTR): CTR measures how many people click on a specific link, such as an ad or a call-to-action button.

  6. Engagement rate: Engagement rate measures how many people interact with your content, such as liking, commenting, or sharing your social media posts.

  7. Email open rate: Email open rate measures how many people open your email campaigns.

  8. Bounce rate: Bounce rate measures how many people leave your website after only viewing one page, which can indicate a lack of interest or relevance.

  9. Customer lifetime value (CLV): CLV measures the total value of a customer over their lifetime of purchasing from your business.

  10. Social media reach and impressions: Reach measures how many people have seen your social media content, while impressions measure how many times it has been seen.

According to a study by HubSpot, the top three metrics that marketers track to measure the success of their campaigns are website traffic, leads generated, and sales revenue. However, the metrics that you track will depend on your specific marketing goals and the channels you are using. By tracking the right metrics and analyzing your results, you can identify what's working and what needs to be adjusted in your marketing strategy.


6. How can I avoid spamming my audience with excessive messages?


Avoiding spamming your audience with excessive messages is essential for maintaining a positive relationship with your customers. Here are some tips to help you avoid spamming your audience:

  1. Define your messaging frequency: Determine how often you want to send messages to your audience, and stick to that frequency.

  2. Segment your audience: Segment your audience based on their interests and behaviors, and tailor your messages accordingly.

  3. Use a content calendar: Plan your messaging in advance using a content calendar, so you can avoid sending too many messages at once.

  4. Monitor engagement: Monitor your audience's engagement with your messages, and adjust your frequency if you notice a decrease in engagement.

  5. Provide value: Make sure that every message you send provides value to your audience, whether it's information, entertainment, or a promotional offer.

  6. Use personalization: Use personalization to make your messages more relevant and engaging to your audience.

  7. Allow for opt-outs: Make sure that your audience has the option to opt out of receiving messages, and honor those requests promptly.

  8. Use automation: Use automation to send messages at the right time and frequency, and to avoid sending too many messages at once.

  9. Test and refine: Test your messaging frequency and adjust your strategy based on your audience's response.

  10. Follow best practices: Follow best practices for email and SMS marketing, such as providing clear opt-in options and including an easy way to unsubscribe.

According to a survey by MarketingSherpa, the top reasons why people unsubscribe from email lists are receiving too many emails and receiving irrelevant content. By following these tips and being mindful of your messaging frequency and content, you can avoid spamming your audience and build a positive relationship with your customers.


7. What should I do if I receive negative customer feedback?


Receiving negative customer feedback can be difficult, but it's important to address it in a timely and effective manner. Here are some steps you can take:

  1. Respond promptly: Respond to the customer's feedback as soon as possible, preferably within 24 hours.

  2. Acknowledge their concerns: Acknowledge the customer's concerns and show empathy for their experience.

  3. Apologize: Apologize for any inconvenience or negative experience they may have had.

  4. Ask for more information: Ask the customer for more information about their experience to better understand their concerns.

  5. Offer a solution: Offer a solution or compensation to make things right for the customer.

  6. Be professional: Remain professional and courteous in all communications with the customer.

  7. Follow up: Follow up with the customer after the issue has been resolved to ensure their satisfaction.

  8. Use feedback to improve: Use the feedback to identify areas for improvement in your product or service.

  9. Train your team: Train your team to handle negative feedback effectively and professionally.

  10. Monitor feedback: Monitor feedback regularly to identify trends and address issues before they become larger problems.

According to a study by BrightLocal, 92% of consumers read online reviews, and 68% say that positive reviews make them trust a local business more. However, negative reviews can also have a significant impact on your reputation and bottom line. By addressing negative feedback in a prompt and effective manner, you can demonstrate your commitment to customer satisfaction and build a positive reputation for your business.


8. What are the consequences of making false claims in marketing?


Making false claims in marketing can have serious consequences for your business. Here are some examples:

  1. Legal consequences: Making false claims can result in legal action, including fines and lawsuits. The Federal Trade Commission (FTC) and other regulatory agencies are responsible for enforcing truth in advertising laws.

  2. Damage to reputation: Making false claims can damage your business's reputation and credibility, making it more difficult to build trust with your customers.

  3. Loss of customers: False claims can lead to a loss of customers who feel misled or deceived by your marketing messages.

  4. Decreased sales: A loss of customers can lead to a decrease in sales and revenue for your business.

  5. Negative media attention: Making false claims can attract negative media attention, which can further damage your reputation.

  6. Reduced market share: A loss of credibility can result in a reduced market share, as consumers turn to more trustworthy competitors.

  7. Reduced investor confidence: False claims can also erode investor confidence in your business, making it more difficult to secure funding or grow your business.

  8. Decreased employee morale: A damaged reputation can also have a negative impact on employee morale and motivation.

  9. Decreased brand value: A damaged reputation can reduce the overall value of your brand, making it more difficult to attract customers and secure partnerships.

  10. Long-term consequences: The consequences of making false claims can have long-term impacts on your business, including a damaged reputation that can take years to repair.

According to a survey by the Better Business Bureau, false advertising was the second most common consumer complaint in 2020, with over 4,500 complaints received. By avoiding false claims and sticking to truthful and accurate marketing messages, you can avoid these consequences and build a positive reputation for your business.

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