Digital marketing is regularly evolving since reaching and engaging customers has become harder than ever these days. Yet, many businesses still make some fatal mistakes that hinder them from succeeding in their digital marketing campaigns. Let’s take a look at ten of them and see how you can avoid them.
1. Not Defining the Goals
There are many digital marketing channels and tools available nowadays. In the excitement for all of these, some marketers fail to define their goals before reaching out to customers.
The number of loyal customers and brand awareness are fundamental aspects for each. But what is the goal of your digital marketing campaign? What is the point without a certain goal ahead?
Defining your goals and measuring them carefully is what gets your marketing strategy to success. For this, you need to set clear and measurable goals. Then you have to measure the budget spent on digital marketing against the money earned. An important tip here is to always be realistic when defining your goals.
2. Not Targeting the Right Audience
It is challenging to have a business without a targeted audience. Even if a brand has great content, it will miss a lot of opportunities if it is not promoting it to the right audience. Some companies try to reach as many new consumers as possible, forgetting about personal research.
First of all, you need to identify who your current and potential customers exactly are. You may use some demographic information such as age range, gender, and income. Try using tracking pixels and cookies to reach the people who visit your web page.
3.Ignoring Your Competitors
The business world today is extremely competitive. One of the worst mistakes you would be making as a marketer is neglecting your competition completely. It is a foolish idea not to be aware of what your competitors are up to. If your competitors do something innovative or creative and you have nothing to counter it, you would experience a severe decline in the number of your clients.
First of all, you need to take the time to make a list of your competitors. Then, you can study your competitors’ sales funnel. At last, try to learn something from them and do it better. Answer each and every challenge that they create for you.
4. Forgetting About Personalization
Personalization is a popular digital marketing technique. It allows marketing the right product to the right audience. However, many businesses do not have enough interest in their customers. Thus, they fail at personalization.
If you have not used the personalization tactics yet, now is a great time to do so. You need to create an individual experience for every customer. You can include identity-based campaigns, location-based emails, and personalized SMS campaigns to make your customers feel appreciated.
5. Not Inspiring Content
Storytelling is the key to customer engagement. Customers want to know a lot about your brand and the products you offer. A good story evokes empathy and attracts more leads. If your content does not inspire the reader, then it is a failure.
First of all, spend more time on your content writing. Keep your messages simple and try to motivate your audience with your stories. Simply, be honest with your customers and stay true to your brand promise. Most of the time, companies don’t pay attention to the qualifications of the content writer. This is what makes their content look like just a collection of words.
6. Avoiding Social Media Automation
Many businesses market on different social media platforms, and it becomes difficult to juggle five or more platforms a day. Although some marketers fear that automation will make their posts less valuable, it actually makes their job easier and more effective.
The easiest way to start with your social media automation is by using software and apps. Afterward, you can schedule your posts for the most engagement. You may use customer queries with chatbots or even send automated direct messages.
7. Slow-Loading Website
Slow sites are irritating for customers. When your website is slow, it leads to significant problems for your company. Remember that customers will leave your webpage if it takes too long to load.
As a marketer, you have to implement your content delivery network and use adaptive images. You should not forget about evaluating new plugins and reviewing their hosting packages (sometimes considering a new hosting package).
9. Sending Unnecessary Emails
Sometimes businesses include unwanted and unnecessary information in their emails or even send the same message over and over. Many people will unsubscribe and block you when they find out they are just wasting time on reading your messages.
You should take a few seconds to think if that particular message is really important. Don’t send information that may not be of relevance to everyone. Try to use segmentation to send relevant campaigns.
8. Not Being Mobile Responsive
Mobile is a critical platform for digital media. If your digital marketing campaign is not targeting mobile, you are likely to face major difficulties in your marketing efforts. Being mobile responsive means that your website adapts based on the size of the screen it is presented on.
It is not difficult to have a mobile-friendly website nowadays. For this, you need to check if the site passes the mobile-friendliness test or not. It is also essential to use tools that help automate mobile SEO.
10. Not measuring the ROI
Demonstrating digital marketing ROI is very important. If you don’t measure this, you are essentially marketing blindfolded. Basically, if you will not know for sure if you are wasting money or spending your budget wisely.
There are digital marketing metrics used to help you measure the ROI. These are conversion rates, cost per lead, lead close rate, and cost per acquisition. It is also a great idea to compare your ROI data year over year. This can give you a better idea of how your digital marketing campaign is working.
Take your time and try to understand your brand and your customers. If you do make those mistakes don’t worry, they are easy to fix and easier to avoid.
Take your marketing campaign more seriously, assess all the risks, and try to develop strategies that would avoid making the above mentioned ten big mistakes.
Albert Badalyan is a Business Advisor, Digital Marketing Expert, and the Founder & CEO of Click Digital Marketing Agency. Holding a Ph.D. in Business Organization, he is also a dynamic business professional with proven success in creative strategy, digital marketing, and project management, in both the public and private sectors. Follow him on LinkedIn.