The world of digital marketing is continually changing, evolving, and new tools seem to come out daily. Therefore, when you are navigating through uncharted territory, some missteps are bound to be expected. Although you can chalk some mistakes up to a learning experience, others may have more significant consequences. So, in this article, we’ll cover the top 10 digital marketing mistakes companies make and some helpful tips to avoid them.
1. Not Setting Realistic Goals:
It is impossible to determine if your digital marketing strategy is successful without defining your goals. Although this seems like common sense, many companies feel like “doing better” and “making money” is good enough when it comes to their digital marketing strategy. Instead, be sure to establish specific goals (like increasing sales by X percent within six months, or something similar). This way, you’ll be able to more accurately gauge the results of your efforts. Make your goals realistic and attainable, so that you don’t set yourself up for disappointment.
2. Failing to Do A/B Testing:
A/B testing provides you with the information you need to make necessary changes to your digital marketing endeavors. It is an excellent way to uncover issues when you aren’t meeting your goals. Plus, if you aren’t testing the effectiveness of your campaigns, you might not realize your full potential, and you’ll miss out on opportunities. A/B testing encourages you to think outside of the box. It is also a great time to try something different than you usually would, and who knows, that wild idea might be your best one yet!
3. Talking Exclusively About Your Product’s Features Instead of How They Can Benefit Your Customers:
Your customers don’t care about all the cool features your products have unless they can positively affect their lives in some way. So, be sure to discuss how your products can meaningfully help them. You’ll need to effectively use digital marketing to move your potential customers from their “before” state of discontent to an “after” state of pleasure and satisfaction. Remember, your product must provide the desired outcome to be successful.
4. Relying on Keywords and Over Optimizing:
Keywords are useful, just make sure you aren’t overdoing it. When you rely solely on keywords and content to improve your search engine rankings, it’s not going to get you as far as you would hope. Having too many keywords (or keyword stuffing) can lead to penalties and detract from your efforts. Having broad search terms don’t provide the full picture of what your potential customers are looking to find. So, you need to delve deeper and try to determine their actual intent when developing your digital marketing plans. This process will help you figure out the best content to provide to help and get that sale.
5. Not Investing in Paid Advertising:
Paid marketing helps you get to ‘the front of the line’ much quicker than organic optimization. Some companies don’t see the value of investing in ads or pay-per-click, but it sure does put your website in front of who you want to reach (your target audience) and when and where you want them to see it. This exposure can lead to an instant increase in your sales and conversions.
6. Asking Potential Customers for Too Much:
A potential customer may like what they see in your product the first time they notice it; however, it may take them a while before they are ready to commit to purchasing it. With digital marketing, some companies try to get the sale too quickly, turning off customers in the process. Instead, think of ways to gain consumer trust so that your ‘relationship’ develops naturally.
7. Targeting Everyone:
When you focus solely on the number of clicks when analyzing your website traffic, you don’t fully understand the whole picture. The sheer number of visitors to your site doesn’t mean all these people will turn into customers. Some may not be interested at all in what you are offering. Therefore, you need to focus on the right ‘niche’ to generate the type of traffic you want. You can try showcasing your product without looking too promotional on social media, or advertising on specific sites related to your industry.
8. Trying to Do It All by Yourself:
When you own a business, you are not expected to be an expert in everything, especially when it comes to all the nuances of marketing. Digital marketing is complex, and it encompasses social media, search engine optimization, email campaigns, and more. So, if you are not a specialist in all aspects of this field, it might make sense to enlist the help of professionals. Hiring a digital marketing agency can help you get the most out of your marketing efforts.
9. Forgetting About Mobile Users:
Having an informative website is good, but nowadays, it is not enough. Your website must be optimized for mobile users since almost everyone uses them when researching products. If your potential customers have a negative or frustrating experience trying to access your website from their phone, it could completely turn them off to your company. A mobile-friendly website makes a great first impression, and you might even want to consider making a separate mobile app for your business.
10. Not Offering Promotions and Discounts:
Everyone loves a deal. So, if you aren’t offering promotions and discounts on your products, you should start. Coupons and deals increase traffic to your website and encourage buying. Discounts are an effective way to retain your current customers as well as attract new ones. Plus, once you get customers to your site, they might purchase additional products you have listed at full price. Be sure to advertise your promotions and sales clearly to avoid any confusion.
No one is perfect, and you probably will experience some trials and errors as you embark on your digital marketing efforts. However, if you stay aware of these common mistakes and take advantage of these tips, you’ll be well on your way to catapulting to success.