Deadly Sin 7: "Set It and Forget It" Marketing
Last but not least, we have "set it and forget it" marketing. Are you using marketing automation software? Are your PPC or social campaigns on auto-pilot? How often do you change the landing page on your website, or, better yet, create and test new landing pages?
Many of us think about marketing in terms of campaigns, launches and individual initiatives and overlook the day to day optimization of ongoing marketing streams. For example, if you're using marketing automation to run lead nurturing campaigns, it's easy to just set it up, let it run and forget about it.
Without a process in place for iteration and optimization, you're leaving very little room for improvement. In many cases, focusing on optimizing conversion rates across emails or landing pages has a much bigger impact on your business growth than trying to increase overall traffic.
Which of the seven deadly sins are you guilty of? Better yet, are there any you think are missing from this list? If so, let me know on Twitter @HanaAbaza!
Hana Abaza is director of marketing at Toronto-based content marketing and lead nurturing platform provider Uberflip. Reach her on Twitter @HanaAbaza.