Digital marketing is not the next big thing; it is the biggest thing already happening in the marketing arena right now. The recent report from ThinkVine, a marketing optimization firm indicated that about 60% of marketing executives are ready to spend a big portion of their budgets on digital marketing than on traditional advertising like radio plugs and TV ads. However, before you put all of your marketing budgeting into digital marketing, it is essential to understands what works and what doesn’t when targeting clients in the digital world. Here are 7 digital marketing mistakes and how to avoid them.
1. Diving head first into digital While most big brands and top marketing firms have jumped head first into the digital marketing, this is not the most ideal approach for every business. Instead of devoting all your budget to digital channels, a balanced strategy is more ideal. It is essential for each business to know how their specific clients use media and how various media platforms work together to achieve sales and brand objectives. You should not take a one-size-fits-all approach to the marketing mix. Take time to investigate what your clients are doing before deciding where to invest your marketing budget. According to ThinkVine’s CEO, Mark Battaglia, people differ in the way they use social media based on their income level and age. Therefore, if you are trying to reach customers of different demography, you will require a broader mix of digital marketing.
2. Information overload Even if it is easy to be transfixed by the glamour of big data, you should not collect a lot of consumer data without having a plan on how to use it. One of the outcomes of collecting much data is that most businesses get suckered into measuring it within a vacuum without looking at the bigger picture first. It is easy to analyze the effectiveness of each ad display you put on the website, but without a comprehensive understanding of what you are really trying to accomplish, it is unlikely that the data you collect will be of great value to your marketing strategy. Instead of being jumbled in the use of analytics and data, it is advisable to adopt a more empirical approach. Just like scientist do; first understand the problem and then go out to collect the necessary data that will offer a solution to the problem. Make sure you collect data that solve the business problem that you are facing. Do not collect data because it is readily available.
3. Getting caught up in content Having unique content is the key to many brands’ digital marketing successes. However, you should remember that most of the brands that are performing well in digital marketing, they have a team behind their success such as content marketing pros, advertorial teams and other experts. Content marketing sounds easy, but you may probably require a helping hand to be successful. When seeking the right people to assist you develop your content strategy, ensure that the content creation firm understand who they are supposed to reach and what they are supposed to accomplish. For the content to set your brand apart and be relevant, it should be tailored for a specific audience and be appealing to them.
4. Not focusing much on the titles You have a great content with a lot of data and information that your target audience would like. The tone is excellent, but your target is not performing well enough. The problem may be the headline or the title of the content. According to a report by ThinkVine, 8 out of 10 people read the title of the content posted online but only 2 out of 10 go through the whole content. The title should be catchy to compel people read the whole content. A simple error in the title can do massive damage to your digital marketing. Having a catchy headline attract many readers, which you can convert into customers.
5. Failure to amplifying content after creating it To amplify is to make something greater, stronger and larger. Amplifying your content expands its reach beyond the boundaries of small circle of people who are currently reading it. Amplification involves finding the right social media network for your content or finding someone influential who is willing to share it. To be successful in amplifying your content, you should do the following:
- The type of content that work well on a given social network- the way content perform on social media is based on the purpose of the social media. For example, you should not post text-based content on Instagram. Take time to figure out where your clients hang out, and concentrate on your social sharing efforts on those networks.
- Get influential individuals to promote and share your content- an influential person with a vast number of followers will benefit you when he/she shares your content. Follow influential people within your industry, interact on their social streams and blogs, share their content and show them that your idea is worth promoting.
- Repurpose evergreen content- if you have created a really good blog post that can benefit people around the year, revisit it from time to time. Keep updating it with new information and statistics. Then, re-promote it in marketing emails or on social media to get more mileage from a great post.
6. Neglecting mobile customers Mobile marketing is on the rise. Therefore, you should not hesitate to explore it. The majority of people spend a lot of time on their tablets or smartphones, making these devices an integral part of their lives. This sector has not been fully exploited due to the newness of this marketing platform. Determining what works and what doesn’t work in the mobile device can be daunting. However, figuring out what mobile strategies work for your business is essential if you want to keep up with tech-savvy consumers. Instead of avoiding mobile marketing, test the waters with options that might appeal to your customers.
7. Taking retargeting too far Remarketing or retargeting, is a strategy that marketers employ to get clients who have already visited a business’s website to come back to the site. The main aim is to increase the opportunity of them becoming frequent visitors to that site or to purchase a product. The marketers use a retargeting ad that pops in the customer’s web browser. This strategy is very efficient and has high returns. However, most of the customers finds the retargeting ad very annoying. They therefore ignore it and develop a negative attitude toward the business. To ensure that retargeting works for you, use this strategy in moderation. Focus on how to drive customers to your business’s website instead of concentrating on how to retarget them. Retargeting is only achievable when you have already drawn people to your website. Retargeting in a vacuum will hurt your business.
These mistakes can ruin your empire. Avoiding them will make your business flourish and create a positive image in the market.