Many businesses are not utilising their digital marketing campaigns effectively. There are common mistakes that are constantly being made, leaving entrepreneurs confused as to why they are not bringing in as many leads as they had hoped or planned.
If any of this seems familiar to you then keep reading because here are some of the mistakes businesses make in digital marketing and how to avoid them.
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Not setting goals
If you haven’t got a clear understanding of who your audience is and the specific results you want to achieve, you are set to fail from the very start.
By knowing how to target your ideal customer, you can plan to entice them by appealing to their pain points and problems they are facing.
This way, every customer you attract will be the right customer.
Create a buyer persona. This goes beyond the usual demographic. A persona digs deep into most aspects of the customer’s professional life.
Another benefit of setting goals comes from the ability to see where your success if coming from. Tracking your progress is essential when it comes to setting goals because it keeps you on the right path.
If you’re not on target, look to improve areas that are letting you down. If you’re on target or further along the line than you thought, find out what’s doing well and make a note.
Therefore, you must be setting measurable goals to improve your digital marketing success.
This also applies when setting goals for content marketing strategies.
Far too many businesses fail to document their content marketing strategy. However, the good news is that because too many people are doing this, you can get ahead of them.
A good recommendation here is to focus on 2-3 digital strategies at a time if you have a small marketing team or to leverage a digital marketing agency to help you create a documented strategy.
By testing and concentrating on your tactics, you can quickly discover what’s working and what isn’t. This way, you can double-down on what’s driving results and adjust everything else.
Ineffective use of social media
Creating valuable content for customers is one that purposely engages your audience was and will always remain a best practice for social media business marketing.
Simply posting just to post doesn’t cut it. It must have an end goal of connecting with your followers, adding value, and getting them to take a specific action.
Here are some tips when sharing a post on social media:
- Every post should have a specific aim. It must be informing, inspiring or entertaining the audience. If you cannot work put what it’s meant to do, the reader will not find it engaging enough to stick around.
- Some of the best posts to share on social media are guides that solve a solution. They will often be described as ‘How to…’. This headline draws a reader’s attention and appeals to their inquisitive nature. After all, if it can help them out, they are going to want to know how.
- Make sure you are responding to comments or queries that come your way on the post because you will be seen as a business that cares about connecting with the audience. This goes a long way for building a brand and will not go unnoticed.
Too many businesses jump on the latest trend
In digital marketing, there’s always a delicate balance between staying current and jumping on the bandwagon.
Don’t get us wrong, staying on top of the trends and changes in the industry is an absolute necessity if you want to be successful in digital marketing. Things change fast, and brands and marketers need to be up to date on the latest technologies and strategies or risk falling behind the competition.
That said, one mistake many brands make is to assume that just because a certain platform or technology is trendy, they should automatically add it to their marketing mix.
Do not follow the latest trends unless you fully understand what is going on. Do your due diligence and learn how to implement the idea will benefit your brand.
It’s important to be aware of the latest news in digital marketing so you don’t fall behind, but don’t jump on a trend before you get a sense of how it will impact your strategy.
Not using case studies
Ask any organic SEO consultant and they will tell you the same thing: social selling is a massive concept to utilise as part of your digital marketing strategy.
People want to buy and use things that they know work and what better way to convince them than to use a previous customer’s opinion and feedback?
Answer: not many.
Case studies build trust between the seller and the purchaser.
For some reason, businesses make the mistake of not using them enough to tell the customer your solution is what they need. One of the most common reasons is because they haven’t thought of asking the client’s permission.
In reality, clients are very willing and you won’t find many that will oppose against the idea. By having their brand on your home page as a case study, it almost acts as a bit of advertising, so it becomes a win-win scenario.
If you haven’t started to use case studies a part of your digital marketing campaigns, start using them now.
Foster relationships with your clients and let them know that you would love to spotlight their company and customer success on your website. Then, leverage these stories in your email, search, and social media marketing to catapult your overall digital marketing efforts.
Use this guide to overcome any mistakes you and your business may have made in its digital marketing strategies. Be sure to test your efforts to see what produces and what needs to be modified.
In time, you’ll experience greater results in follower engagement, traffic, lead conversions, and sales.