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Marketing is increasingly being recognized as an integrated function of a business entity — not really separable from the rest of the way the enterprise operates. In Mike Volpe’s post on Mashable, The 6 Mistakes Most Marketers Make Daily, it’s clear that marketing is something you have to think about as a habit.

6 Mistakes and How To Avoid Them

  1. Marketing without a content strategy (or with a boring one) — instead, focus on providing content and inspiration they won’t find anywhere else. Think about what your reader wants and write that.
  2. Offering content without context — instead, get to know your audience using technology to coordinate and target your message. See that your business is an entity, not a product.
  3. Thinking slow and steady wins the race — instead, recognize that a slow web site costs you money because you just lost customers who didn’t wait for it to load.
  4. Talking (or tweeting) about yourself non-stop — instead, realize that social media is a conversation and you need to hear what your customers are saying before you decide what the answer is.
  5. Not knowing the numbers — instead, use technology to have all the data in easily read format so you can show what works and what doesn’t and figure out why.
  6. Death by word count — instead, use visuals to get your message across to readers who don’t want to spend their time on long blocks of type. Use lists, white space, pictures, infographics…see?

Everyday decisions that a business makes affect the way that business interacts, particularly on social media. Since social media marketing is an increasing part of how customers expect to connect with a business, it’s a good idea to pay attention to mistakes that you could be making and avoid them.

For more on social media marketing, see http://www.reciprocalconsulting.com/social-media-optimization-SMO.php.

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