What exactly is "spray and pray" marketing? It's creating a video without properly targeting distribution and optimizing it based on the metrics. It's focusing purely on page views rather than whether or not your content is actually converting customers. It's the social media manager that shares everything with everyone with no regard for who would really benefit from their content. This approach combines several deadly sins, including failing to segment your audience, not knowing your numbers and failing to test before going full board.
To be clear, don't confuse "spray and pray" marketing with experimentation. While experimentation can lead to discovering a highly effective channel for your business, "spray and pray" marketing generally leads to wasted money, time and resources.
Deadly Sin 6: Too Much "Selling", Not Enough "Nurturing"
This deadly sin is most prevalent in the content marketing space. It's no secret that content marketing has been a major buzzword in the last few years, and with good reason. It's shown to lower cost per acquisition, increase awareness and help position companies as thought leaders within their industries. That is, if it's done right.
One of the biggest mistakes I still see in content marketing is low-value content. Many businesses struggle with matching the right content to the right stage of the buyer's journey. Creating content that is "pitchy" or very sales-focused can be off-putting for people that aren't quite ready to buy.
On the flip side, creating valuable content around your target audiences' interests and pain points can be an incredibly effective way to establish a relationship and gain trust. Once you've nurtured that relationship, you can (and should) sprinkle in content that is related to your product or service with a direct ask—this could be purchasing a product, signing up for a free trial or requesting a demo.