Three Crucial Insights Gained from Navigating the Pitfalls of Ineffective Marketing

Recently, I've taken a few networking calls from new business owners seeking guidance on navigating the intricacies of social media, business strategies, and goal-setting. These conversations always inspire me to share what I wish I had known about marketing in the early stages of the business. While I often reflect on the lessons learned throughout my entrepreneurial journey, I want to hone in on those controversial areas that cost business owners money and time. Here are three major lessons that would have saved me time and money if I had understood them more early on.

Digital Advertising Before Website Optimization and SEO Is a Waste of Time and Money

Here is one of the biggest mistakes that I made. Investing in digital advertising before I optimized my website and implemented a robust SEO strategy led to inefficiencies and wasted resources. During the pandemic, everyone ran ads, but converting those ads into paying clients was more complicated than I understood. A lot has changed regarding advertising and cookie trackers. Still, one thing remains: An unoptimized website will create a poor user experience, unclear conversion paths, and fail to retain the traffic that advertising generates. More importantly, it could result in higher advertising costs due to lower ad quality scores and a missed opportunity for sustained, cost-effective traffic from organic search.

Attending Major Events or Speaking at Large Conferences Does Not Always Yield a Strong ROI

From 2021 to 2023, I spent a lot of time attending events and speaking at large conferences perceived as prestigious opportunities to enhance my visibility and expand my network. However, the expected return on investment (ROI) from such engagements can be surprisingly low, mainly because you, as the speaker, are not compensated and must absorb the costs of travel, accommodation, and other expenses. The anticipated benefits of exposure and networking must be carefully considered in light of these substantial and growing costs.

Additionally, the effectiveness of these opportunities in generating tangible outcomes, such as new business leads, partnerships, or sales, often depends on the strategic alignment between the event's audience and the speaker's objectives. Don't let people gaslight you into doing endless things for free for exposure. If they ask you to add value to their event, you must have something worth paying for.

If You Are Seeking to Grow on Social Then Focus on Consistency Over Volume

I grew my platforms by creating a non-negotiable schedule and releasing the expectations of specific numbers and outcomes. Focusing on consistency over volume is a pivotal strategy for those aiming to amplify their presence on social platforms, particularly LinkedIn. This approach fosters a sense of reliability and anticipation among your audience, who expect regular updates and insights from you. Consistency in posting helps build a loyal following and enhances your visibility through the platform's algorithms, which favor accounts that engage their audience regularly.

Unlike the disorganized impact of sporadic posts in large volumes, which can overwhelm and disengage your audience, a steady stream of content allows for sustained engagement and deeper connections with your network. It encourages ongoing dialogue and interaction, leading to higher engagement rates and more meaningful relationships. By prioritizing consistency, you effectively communicate your dedication and expertise to your professional community, laying a solid foundation for organic growth and increased influence on LinkedIn.

In the fast-evolving world of entrepreneurship and marketing, understanding where to focus your efforts and resources can be the difference between thriving and merely surviving. And you know that I want you to thrive. The lessons shared above serve as a reminder for all business owners and provide insight for those seeking clarity in this very impactful area of business.

What's one lesson you've learned the hard way in your business journey, and how has it shaped your approach to digital marketing and networking?

Irnise is a healthcare and regulatory compliance lawyer with a nursing background, which gives her a deeper understanding of healthcare practices and patient care. This unique legal and nursing knowledge combination allows her to provide comprehensive legal services to healthcare providers, facilities, and organizations. As a newly minted Top Voice on LinkedIn, she shares her thoughts and strategies on business development, healthcare, and change management. You can learn more about her and her practice here.