Common Digital Marketing Mistakes Your Business Might be Making
With so many digital marketing tools, countless digital marketing platforms, and an ever-competitive marketplace, even the most experienced marketers can sometimes feel the pressure of making marketing mistakes that yield less than ideal results.
There is no foolproof plan that can guarantee 100% results that we want but knowing the potential pitfalls can certainly increase the chances of success.
Here are 7 common digital marketing mistakes that even big companies are making; avoid them and you are more likely to yield the ROI that you want.
Not Defining Target Audience and Digital Marketing Goals
Not having a defined target is one of the biggest mistakes a marketer can make when engaging in digital marketing. Like what Fitzhugh Dodson said, “Without goals and plans to reach them, you are like a ship that has set sail with no destination.”
To create a successful digital marketing plan, marketers must first define their target audience and objectives. These are the fundamentals for developing a detailed blueprint that will guide the business towards how to reach the audience, where to engage them, what are the call to actions and how to derive measurable results that can meet the desired marketing goals.
Failing to Document a Plan with Clear Strategy
If you fail to plan, you are planning to fail. Marketers who don’t have a strategic marketing plan are most likely to make haphazard decisions that are done on an ad hoc basis rather than following a strategic process. This often results in ineffectively budgeting, inconclusive effort, and worse of all, misrepresentation of the brand (and business).
It is not just about capturing details on a piece of paper but a process of identifying the digital marketing objectives and streamlining them into result-focused initiatives through stringent due diligence, fact-finding, and market study.
A well-developed marketing strategy can help marketers assess their market and determine the appropriate marketing channels and tools that can maximize brand exposure. The blueprint can also serve as a document that both internal and external stakeholders can refer to for synchronizing efforts to drive the marketing initiatives as a team.
Social Media Engagement without Defined Goals
Most marketers know that social media marketing can yield enormous results, but do you know that such engagement without clear direction can backfire too? Snapchat learned a valuable lesson when they carelessly posted an ad for a game called “Would You Rather” with a tagline asking if users would rather “Slap Rihanna” or “Punch Chris Brown”. The thoughtless campaign infuriated a huge number of their users, needless to say, many boycotted the platform.
Social media engagement can only be successful when it is done with smart social media objectives. Remember that social media users are discerning and savvy; meaningless interactions will quickly be blocked and pushy promotional messages can also get the brand into hot soup. The best way to get around this is to understand your users’ profile and derive a social media strategy that best suits your brand and your audience.
Not Improving SEO Strategies
New SEO strategies and techniques are introduced regularly to meet the needs of the ever-changing Google search algorithms. What is useful today may not work tomorrow. Marketers who are still stuck with their SEO techniques from five years ago may quickly be phased out if they don’t keep abreast with the market trend.
Of course, the time-tested SEO techniques such as the use of keywords, title tag, meta description, and backlinks are standard must-haves for any content marketing but how about optimization for image search, voice search, and featured snippets? These are all important SEO strategies that will give your digital marketing effort an extra edge.
Keeping up with the latest SEO trends is an essential component that can keep a business above the competition. Digital marketing is constantly evolving and keeping with the status quo can often hurt the business rather than improve it.
Underutilizing Case Studies
When it comes to decision making, customers always look for past reviews and proven outcomes to ascertain their decision. This simply means that marketers and businesses that fail to toot their own horns can really miss out on the good stuff.
According to a study, more than 80% of consumers will gather reviews before establishing their trust towards a company, and an average consumer will read 10 reviews before making their decision. Yet, many marketers are not capitalizing on this (free) marketing tool to drive traffic and gain exposure.
Consumers are bombarded by countless ads and marketing messages all day round and such savvy consumers will no longer cave in unless there is real evidence to support their purchase decision. Interestingly, case studies such as white paper, customer feedback, and reviews carry a lot of weight when it comes to persuading consumers because they provide real-life experience from real people. These case studies serve as confidence-boosting triggers that not just validate the brand but eases the mind of decision-makers.
Not Giving Marketing Strategies Enough Time to Produce Results
Good things come to those who wait. The same applies to digital marketing because the desired result often takes time and effort to nurture. Even with the use of digital marketing tools, marketers should not expect immediate results because they are dealing with human consumers after all.
Some marketing initiatives can indeed take days to see results, but more sophisticated campaigns may take months or even years to yield desired outcomes. Obviously, building a brand loyalty program will take a much longer time than a weekend promotion, hence allowing a reasonable time frame to evaluate the effectiveness of a campaign is a necessary process. Don’t be too quick to pull the plug just because there is no significant result overnight.
When working on a long-term marketing strategy, giving the campaign more time to develop will help marketers identify useful information that can be useful for fine-tuning existing strategies rather than starting over with new campaigns that can be costly and time-consuming.
Not Understanding the Data
With digital marketing and automation, data can be churned quickly and accurately to help marketers decipher which strategies are producing results and which ones are providing too little ROI. However, the challenge is in figuring out what data is relevant and meaningful and where to gather them.
Before any data can make sense, defining the objectives will always point marketers to the right source of data for analysis. For example, if the intention is to track traffic, click-through rate, or consumer activity on a website, retrieving data from Google Analytics will provide valuable insights. For marketers who are more concerned with SEO, tools like Google Search Console and Ubersuggest can provide informative stats that can help marketers refine their approach.