My husband and I have this joke. I am sure you have a similar joke. It goes something like this…..
Every time someone listens to a NickelBack song…a kitten dies.
No offense to Nickelback fans. This is just a goofy thing we do. But just like the NickelBack song in this example, there are some things you should NOT do in your marketing campaigns. No matter how tempting. No matter who suggests them. No matter what. Period. Bad things will happen to kittens, puppies, babies and all the unicorns if you do.
1) DO NOT CREATE A FAKE SOCIAL MEDIA PROFILE/FAMILY
A few years ago, our favorite retail giant Wal-Mart came under fire for creating a blog called Wal-Marting Across America that allegedly chronicled the adventures of Jim and Laura as they RVed (is that even a word?) across America stopping at Wal-Marts along the way. In the end, the couple was real. Their relationship and other details, however, were not. What they were, was on the Wal-Mart payroll. Inevitably, you may find yourself fighting this battle. At one point, our VP of Loyalty Marketing was adamant that we create a fictious family to blog about their experiences with our product. He was convinced that THIS was social media “marketing”. The meetings were long and painful but we finally convinced him to kill the idea.
2) DO NOT EMAIL A QR CODE
Unless you have data that indicates the MAJORITY of your email database opens your email on a mobile device, do not do this. It does not make you look marketing savvy. It makes you look like a lemming who read a story about QR Codes being the next big marketing tactic. You obviously did not read the whole article. Here’s a good article from Fast Company on creative ways to use QR Codes properly. Please read it.
3) HIRE THE SEO COMPANY THAT PROMISES TO GET YOU TO THE TOP OF “THE GOOGLE”….IN A MONTH
They may get you there with some super shady BlackHat methods, but you won’t stay there for very long. Even worse? Google might put your site in the penalty box. Remember all that trouble JCPenney just went through? If you want to do it right, hire someone who follows the Google Webmaster Guidelines.
This is just my short list inspired by some recent chats with my digital marketing friends. Got a few of your own? Please share in the comments!