- Email Marketing: You didn’t include preview text. Preview text should serve as a description that backs up and adds value to your subject line. 155 characters max. Don’t include links, dates, or phone numbers as they may auto-link and cause issues with your email template.
- Content Marketing: You optimized your content for a laptop or desktop user. Include a strong headline that also works for mobile. Many times, you can just reuse your subject line as the headline of your message. Remember to use keywords in your headline and subheadings.
- Search: You didn’t optimize for organic search engines. This is a big one. Search Engine Optimization (SEO) is easy to overlook but it has a huge potential return on investment. Use free online tools or query search engines like Google to do keyword research. This can help you find out the words your audience is using to search for your content, programs, or products. At a minimum, make sure your content has a good meta-title and meta-description when you publish so you have a better shot at ranking on a search engine results page.
Only You Can Prevent Marketing Mistakes
Do you have any best practices to share with the GovLoop community? What’s worked for you in the past? Let us know in the comments.
Anthony Calabrese is part of the GovLoop Featured Contributor program, where we feature articles by government voices from all across the country (and world!). To see more Featured Contributor posts, click here.