Some people say you learn more from your mistakes than your successes. Whether you are a seasoned digital marketer or a novice, you’ll likely make mistakes—or already have—as you undertake your programs and campaigns.
Keep reading to learn how to avoid or how to fix the top three most common digital marketing mistakes.
Not Knowing Your Audience
Many marketers get wrapped up in the mechanics of digital marketing (e.g. how to use Google AdWords and figure out ad unit sizes), without realizing that they need to understand their target audience first.
You may have developed audience personas for your marketing, but people who are actively spending time online may behave differently than what’s reflected in those personas. For example: if you are marketing a motorcycle, there are many different words or phrases to describe your product online.
As a marketer, you need to use language that will resonate with your audience.
In all likelihood, you will use different descriptors at different times depending on the customer you’re targeting, their place in the buying cycle, and their demographic group. Being attuned to your audience in this way gives you credibility that sets your marketing apart from the competition.
No Social Media Strategy
Whether you opt to develop an organic social media strategy, a paid social media strategy, or a blended strategy, it’s vital to include one on your checklist.
A worldwide survey revealed that social media is the top channel for marketing efforts going forward. Social media is not just for branding and communications—it’s also an important advertising channel for digital marketing. Consider that Snapchat—which sells ad units—reached 10 billion video views per day as of April 2016. While Snapchat may not seem relevant to your business today, remember that not that long ago, many businesses proclaimed Facebook an ineffective channel for advertising. Today, it generates significant revenues for many businesses types.
In fact, it is gaining on Google.
In Q1 2016, Facebook ad revenues generated around $5 billion. Let’s not forget the other options: LinkedIn, Twitter, Instagram, Pinterest…all major communities where people spend significant time. It’s a huge mistake to overlook these digital marketing opportunities.
Falling Behind the Times
Digital marketing seems to change almost daily, with new trends, technologies, platforms and changes to Google algorithms and other digital marketing tools always on the horizon.
The last thing you want is to be taken by surprise. Instead, you should keep your finger on the pulse, anticipate what’s around the corner, and develop a strategy to capitalize on these changes. An example of this is the increasing importance on a website user’s experience on a mobile device. If you have a great mobile experience, you won’t be missing out if Google places more importance on this factor, or penalizes sites with a poor experience.
There is an entire industry built around testing and observing what helps and what hurts your website ranking in Google. Take advantage of these insights to inform your strategy.
Whether you’re a social media expert or a digital marketing dynamo, everyone makes mistakes. But the biggest mistake of all is not knowing what the biggest mistakes are so that you can avoid them.
If you need help with your marketing or social media, give Dara’s Design a call today at 828-308-6616.