Some marketing best practices are just habits that survived. Chasing more traffic, posting for the sake of it, copying competitors, obsessing over cost per click, and never testing your offer all sound sensible, and all quietly cost sales. Question the advice; judge it by whether it produces customers.
“Best practice” is a handy phrase for skipping the thinking. Here are five that deserve a second look.
1. You need more traffic
Not if the traffic you have does not convert. Doubling weak conversion just doubles your costs. Fix conversion first, then scale; that is the whole idea behind conversion rate optimisation.
2. Post every day
Volume for its own sake trains your audience to ignore you. One genuinely useful post beats seven forgettable ones. Publish when you have something worth saying.
3. Do what your competitors do
Copying competitors assumes their marketing works, and most of the time nobody actually knows. You end up imitating their mistakes. Learn from them, do not clone them.
4. Get your cost per click down
A cheaper click from the wrong person is not progress. Optimise for cost per customer instead, and happily pay more for people who actually buy.
5. If it is working, do not touch it
Your best-performing offer is just your best so far. Businesses that never test the offer eventually get overtaken by ones that do. Keep a small, steady testing habit.
The common thread: judge every “best practice” by whether it produces customers for your business, not by how often it is repeated. That is the lens we bring to every account. Want a straight, no-fluff answer for your business? Get in touch for a free consultation and we will show you exactly where your next bit of growth is hiding, and how to go and get it.
