You know what “they” say:  to err is human.  Mistakes are a natural part of what it means to be human.  Sometimes a mistake is the best way a lesson can be learned.  But that’s not to say some can’t be avoided.  Learn from the mistakes of others and save yourself the hassle.

In her articled entitled “14 Etailer Search Mistakes,” Hollis Thomases reviews common errors that many in the online retailing sector make and gives suggestions on how to avoid succumbing to the same mistakes yourself.  While easy to make, none of the subjects Thomases touches on are necessary or unavoidable.  They all sound familiar to me:  I’ve committed at least 90% of them over the years.

The first six items in her list cover omissions or things often forgotten in the creation and implementation of a marketing campaign.  Not creating a strategy… not testing… not tracking.  You get the idea.  Most of these types of mistakes can be avoided with a little planning and testing.  Before you jump headfirst into any campaign, do your research.  Ask questions.  Make plans.  It’s not called a “marketing strategy” for nothing.  Carrying out a successful marketing venture requires an equally successful amount of planning.  Other mistakes Thomases looks at include realizing No. 1 isn’t always the best, misguided expectations, and you guessed it… more planning.  Have a look at her article for the complete list.

In order to avoid these and other mistakes, you should make sure you know your product, your market, and your customers.  What is the competition up to?  What are customers likely to search for to find you?  Should you expect a doubling of profits from one advertising campaign?  What products or services are likely to be in high demand during a particular part of the year?

Bottom line:  make plans, do research, and be realistic.  No one can avoid every mistake.  I’m sure you’ve made a few good ones yourself.  What mistakes would you add to Thomases’ list?  Leave a comment and let me know.