There is no question that a digital marketing platform is no longer a “nice to have” but a “must-have” for a business of any size.
Consumers across various generations now primarily use the internet to research and purchase products and services. Especially in the post-COVID era, people have made it a habit to buy online instead of going to physical locations. So, if your customers are surfing the net, why wouldn’t you be there, too?
Properly executing a digital strategy can be challenging as there is so much digital content being uploaded to the web every minute, and paid advertising is becoming increasingly expensive. But that shouldn’t keep you from dipping your toes into digital marketing, as it will help you increase your clients and your revenue.
Mobile has become increasingly important in the digital space. According to OuterBox, during the holiday season of 2018, out of all digital purchases, 40% were made on mobile. Now imagine how much that number has increased. Hence the importance of a mobile-optimized site.
But digital marketing can be a bit challenging, especially if you’ve never tried it before. Many marketing beginners make certain mistakes that hinder their ability to grow their businesses.
But don’t worry, we’re here to help!
In this article, you’ll find the top 5 marketing mistakes so you can avoid them and have a successful marketing campaign that will take your small business to the next level.
Top 5 Digital Marketing Mistakes
Below are common missteps you should avoid when developing your digital marketing strategy. Make sure you avoid them!
1. Not Honing in on Your Target Audience
The key advantages small businesses have are their locality and proximity to their consumers. Unfortunately, sometimes they take their eye off the ball and stop thinking of their audience, who they are, and what they like. Even huge consumer product goods companies like P&G sometimes lose sight of who is purchasing their product.
Make sure you maximize your advertising investment by properly targeting your consumer in terms of what you say, how you say it, and where you post your media.
2. Running Ads that Do Not Speak to Your Audience
Remember, it is not all about you.
Businesses that struggle to create effective online ads do so because their strategies focus on telling potential customers what the company does, rather than how it can help them.
Focus your messaging around users and what problem or challenge you are solving in their lives. Try different calls to action based on improving your users’ experience, and tailor your marketing to where customers are in the buying process.
3. Undermining the Power of SEO
If you do not know what SEO stands for, you are already behind.
SEO stands for Search Engine Optimization. It refers to the algorithm that determines the ranking of your website in an online word search.
Just think, when was the last time you clicked on the “next page” button after doing a Google search? Like everyone else, you probably just click on the top 5 results.
Improving your SEO is very important to drive awareness of your business. In short, SEO is based on how your website and content is linked to the rest of the online world. So the more content you post and gets shared, the more relevant you are and the higher your search ranking will become.
4. Letting Google Run the Show when Setting AdWords Advertising
One of the biggest AdWords mistakes and pitfalls is allowing Google or other major search engines to determine which queries you want your ads shown for.
Google is pretty intuitive but they get it wrong—a lot. The more direction you give them, the better your results will be. Unless you specify the type of matches you want, your keywords will all default to broad match. Use “Exact and Phrase” match for more control over when your ads are shown.
This will make your online ads effective and successful.
5. Sending E-mail Newsletters without Something Meaningful to Say
This sounds obvious but it is a trap that many business owners fall into when it comes to email marketing. Consistency is just as important as the content that goes into every email.
Before starting a newsletter, make sure it is a sustainable commitment that will help you achieve your business goals. Otherwise, you will be wasting your subscribers’ time and your own time.
Ask yourself: What’s the goal for this kind of communication? What do we have to say? How will we measure success?
Send thoughtful newsletters, and keep the focus on your company’s message.
How do you avoid marketing mistakes?
Well, of course, you learn from what others have done. Knowing what the most common mistakes are can help you in your quest for the perfect marketing campaign, but there are a couple of other things you can make to avoid other mistakes not listed in this post.
Make sure you plan beforehand
Digital marketing is not something you can do in a whim, it needs careful and anticipated planning.
Know who your public is
It doesn’t matter if you have an incredible campaign and you made sure you didn’t make any of the most common marketing mistakes, if you don’t target it to the correct audience, it won’t work. A great way to never forget who your audience is, is to create a marketing persona (an imaginary customer that represents everything about your public). When you create marketing campaigns, it’s easier to cater to them for a specific person (your marketing persona rather than a huge group of different people.
Understanding your brand and your product/service
One of the most crucial things when it comes to marketing is understanding your product and what makes it different from the competition. If you don’t know this, you can’t expect your customer to choose your brand.
Don’t think only in getting new customers
Yes, I know, getting new customers is exciting and the goal of everyone. And it should be. But that doesn’t mean you should take your eye off the ball: your regular customers are equally as important. Never forget: repeat business is as important to grow as finding a new audience.
Thinking only on pre-sale marketing
While marketing is incredibly important to sell products/services, you should also focus on the post-sale process. Even if it doesn’t seem like it, offering great customer service does have a touch of marketing. Get those first-time customers to become loyal customers!
Digital marketing is a tool that will help you succeed
Many of the tips mentioned above seem intuitive yet many managers make these rookie mistakes. Honing in on your strategic audience and improving the execution of your digital strategy will ensure you do not waste your time creating appealing content that gets lost in the ocean of content drifting on the web.
One of the best things you can do to avoid digital marketing mistakes is to get the best resources and information. Remember, knowledge is power, even when it comes to small business marketing.
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