Top 5 Digital Marketing Mistakes Brands Make and How to Avoid Them
Digital marketing is all the rage right now and brands are fighting tooth and nail to use this tool to excel in their target market. The digital age has made it easier for brands to reach their customers and target audience, and social media platforms have made it easier for companies to gather information and use the same to improve their digital marketing strategy.
Here are the top 5 common mistakes made by digital marketers and also, how to avoid them:
1. Not having clear digital marketing goals, goal tracking:
Not setting clear goals for your marketing campaign is a cardinal sin in digital marketing. A marketing strategy that is laid out without clear goals will lack focus, you will not know if you are achieving anything in the time and manner that you want, and you are bound to fail. If the goals you have set for your marketing campaign are unrealistic, they will lead to a sense of disappointment, no matter how well you implement your digital marketing strategy. You will also need to track your goals to know if your marketing plan is successful or to figure out areas that need improvement.
So, how do you avoid making this digital marketing cardinal sin?
Make your goals specific, measurable, achievable, realistic, and time-bound or SMART!
Goals need to be specific, meaning that they must be set to incite a particular action from the target audience. These actions can be either lead generation or getting someone to “click” or engage.
Goals need to be measurable so that they can easily be tracked with the relevant tools that help a digital marketing company or any marketer extract data and metrics.
Goals have to be achievable. Set viable milestones to check your marketing campaign’s progress.
Goals should be realistic, meaning that they should be set in a way that doesn’t exceed your budget and resources. You will need to revisit the goals of your digital marketing strategy regularly by holding meetings to check your milestones and see if your goals are still realistic and achievable.
Finally, goals must be time-bound, meaning that each goal needs to have a time-limit or a deadline so that you know you are on track.
2. Not having a clear idea about your customers and targeting everyone:
It is critical to a digital marketing strategy for brands and marketers to know who their customers are. Many business leaders believe that they can expand their market and reach more customers by targeting as many people as possible. However, to target anyone and everyone online is an inefficient way to spend your money. Additionally, this kind of approach will prevent you from getting a deep and better understanding of your real customer’s behaviour and interests.
Now, what do you do to avoid making this mistake and haemorrhaging money?
What you need to do is put in the time and effort to research and test and figure out who is likely to be interested in your product/service. One way to avoid targeting the wrong audience is by creating a buyer persona (data-based fictional profiles that represent your customers).
A study found that 90% of companies, who use personas, are able to create a clearer understanding of their customers. According to another study, 63% of marketers recommend the creation of buyer personas for the different kinds of customers you have identified. This will help you understand your customers and the market so that you can figure out the right channels to invest, and create better digital marketing strategies.
3. Not caring about search engine optimization (SEO):
Now that a majority of businesses, including your competition, has a presence online in some form or the other, you can no longer afford to ignore search engine optimization or SEO, as it is more commonly known. According to the Search Engine Journal, 93% of online experiences begin with a search engine. Customers generally tend to find you first through search engines.
What does this mean?
It means that, if your website does not pop up on the first page of the search results, there is a good chance that your target audience will not find you, because, let’s face facts here, hardly anyone ever checks the second or even the third page of the search results. Your business will miss out on a lot of new and valuable leads this way.
Many companies today have a superficial approach to search engine optimization and SEO marketing. This online marketing mistake is as bad as ignoring SEO altogether.
Leaving SEO out of your content strategy is one of the worst mistakes you can make in digital marketing.
How do you go about avoiding this grave mistake?
Learn how to do search engine optimization if you don’t already know how to do it. Next, learn how to do keyword research. When you research keywords, you will find out what kind of queries your target audience is making. These can be integrated into your website or blog posts to help them appear in search engine results for those keywords.
While SEO is an ever-changing game, there are a few timeless techniques you can use consistently to improve your digital marketing game. They are:
- Using the right keywords
- Posting quality content
- Making your website mobile-friendly
- Getting authority domains and influencers to backlink to your website
- Optimize the image names on your website by naming your image files with keywords and defining alt tags
- Use short URLs that have the main keyword
4. Ignoring blogging:
One of the best ways to build your brand identity and authority is by using content marketing, a key part of digital marketing. Blogs are a good way to drive traffic to your website, convey your brand message, and establish your authority in your chosen field. However, many businesses, even if they have a website, choose to not have a blog or give up after making a few entries. By writing blogs, you can also use SEO to improve your site ranking.
A HubSpot report, based on a statistical analysis of 1,400 customers’ inbound marketing activities, states that marketers who blog can generate 67% more leads. Those marketers that give blogging a priority are 13 times more likely to witness a positive return on investment (ROI).
Here are some ways to avoid making this mistake:
- Blog regularly and consistently so that people will find your content. Your reach will expand and more traffic will be driven to your site, which can be converted to business.
- Produce quality content that will serve as a prompt answer to your target audience’s queries.
- In the comment section of your blog, engage your audience to keep them coming back for more of your content.
- Blog strategically. Provide real value to your customers through your blogs instead of blogging for the sake of certain benefits.
5. Ignoring social media or posting without an end goal:
It’s hard to believe, but there are still some brands that think that they do not need to be on social media. This is a HUGE mistake as, according to WebFX, the average internet user spends 28% of their time on social media. In our blog on why it is important to have organic marketing before opting for paid marketing, we mention how a study by eMarketer found that 29.6% of the respondents in the US used social media to complete a purchase.
Ignoring social media marketing is a grave mistake when you are in the digital marketing field, especially since a majority of people are on one or the other social media platform.
While having a presence on social media is important, it is also vital to note that posting stuff online just for the sake of it won’t do you any good.
So, what do you do to avoid making this digital marketing mistake?
Take advantage of social media marketing. Take your time to figure out which platform(s) is the right fit for your business, preferably pick the ones that your target audience use the most.
Then, post quality content regularly to get your target audience to engage with you on the platform.
You can also opt for paid social media marketing to take advantage of the premium tools provided by the various social media platforms like Facebook, Instagram, Twitter etc. This will help your content/product/service appear in your target audience’s news feed.
Respond to comments posted by your audience to build trust and loyalty. The audience in the Facebook market, Instagram, and even Twitter are always vocal and active. Take advantage of the platforms and get your message out there!
Viral marketing is especially useful on social media, but this requires a great deal of effort, money, and time and may not always work out as you plan. If it works, however, there is absolutely nothing like it.
Digital marketing is a great boon for marketers of the 21st century and is constantly evolving. You can be as creative as you want and creativity is what makes this field so dynamic, interesting, and challenging. Fortunately or unfortunately, there are so many players in the market that you can learn from those that are doing digital marketing right and from the mistakes of those who do things wrong. With this guide, we hope you get a better understanding of what not to do and how to rectify your missteps if any.