7 Reasons Your Brand Just Lost Me

Posted By Mandi Lindner on Apr 22, 2013 | 2 comments


Sometimes it seems like brands just don’t want our engagement.

At least, that’s the only conclusion we can make based upon the boneheaded moves they make in the digital sphere that leave us scratching our heads at the obstacles put in the way toward building a successful customer relationship.

Here is a list of 7 such moves that I have recently experienced all too frequently.

  1. You send me a “You’ve successfully unsubscribed from our email list” email after I’ve unsubscribed from your email list because I don’t want anymore emails from you. A “You’ve successfully unsubscribed from our email list” landing page would be much better.
  2. The very moment I visit your website a pop-up obscures my view and I am asked to subscribe to your RSS, register a free account, and/or sign up for a newsletter or special offers. This is my first visit; prove to me that you are worth my subscription first.
  3. Your site is not mobile optimized. Studies show that nearly 50% of web traffic is from mobile devices. This does not mean half of your audience comes to you through mobile devices. This means 100% of your audience comes to you through mobile half of the time. You need to be able to load your information quickly and make navigation easy.
  4. Your subscription pop-up completely obliterates my ability to use your site on my mobile device. A unique combination of numbers 2 and 3 that will have me fleeing your site and Googling a competitor in 4 seconds flat.
  5. Your latest blog post headline either claims that you are “hacking” something or that you have a list of “hacks” you think you need to teach me for some mundane life situation.
  6. Your marketing scheme involves describing your newest product or service as “epic.”
  7. You have a plethora of social media profiles to prove that you understand “the Twitter” or “Facebook,” but when I try to contact you via any of those profiles you do not respond, which is decidedly…not social.

2 Comments

  1. I can understand smaller brands making these mistakes since they’re just starting out and probably just haven’t learned yet, but what amazes me is how many major brands make these mistakes and just don’t get it yet.

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    • Agreed. For non-profit or small business brands there may also be a money issue. Most website platforms have free or low-cost plugins/apps that can easily take your website mobile (Drupal, WordPress, etc), but a lot of NPs and small businesses whose expertise is not web development get stuck with a developer charging an add-on fee for mobile design.

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