The digital space is forever changing, which means brands need to work hard to stay up to date with the latest developments and trends if they want to continue reaching their ideal target audience online.
There are so many great online marketing opportunities for businesses to take advantage of but even with the best strategy, a few small mistakes could mean the difference between growing your business and possibly losing a few customers.
Digital marketing mistakes to avoid this year
Below are a few mistakes that you need to stop making in 2017.
Mistake 1: Failing to set campaign goals
This basic step in the digital marketing process is one that is often ignored. Not setting campaign goals is very risky. Without specific goals you could be losing out on a lot of time and money. Goals will help you track your progress so that you know what’s working and what isn’t. They will also help you refine and optimize your campaigns.
Mistake 2: Forgetting to make sure that customers are having good experiences
When a customer has a bad experience on one of your online platforms it reflects badly on your brand. Taking the time to test your online platforms on a regular basis to ensure that new and existing customers aren’t experiencing any frustrations will go a long way in reaching your conversion goals.
Mistake 3: Not building an email list
Email marketing is still as alive and relevant as ever. While email can sometimes be associated with spam, if done correctly, email marketing can be a powerful tool in your marketing arsenal. If a customer indicates that they want to hear from you and you can provide them with highly relevant content, you will see results.
Mistake 4: Using the wrong channels
There are so many exciting platforms available that you want to try them all but not every platform is the right fit for your brand. In order to decide on the right online marketing channels you’ll need to understand your target audience. Have more than one audience? Develop a unique strategy for each of them instead of adopting one approach for all of them.
Mistake 5: Incorrectly personalizing your campaigns
There is nothing worse than receiving an email where your name isn’t spelt correctly or seeing ads that aren’t relevant to you. If you’re going to personalize your marketing efforts, make sure that you’re doing it correctly. This means keeping your database in check, collecting the right data on each of your subscribers, customers and fans, and using the data correctly.
Mistake 6: Not using automation
Using automation is one way to get smarter about marketing. It does take some extra effort to setup but it makes running campaigns that much easier and you should see a return on investment a lot faster too.
Mistake 7: Trying to copy your competitors
Yes it’s important to keep track of what your competitors are doing online but you certainly shouldn’t be trying to replicate their campaigns or content. This won’t score you any points with potential customers. You should instead learn from their efforts where possible and create strategies and campaigns that are unique to your brand.
Mistake 8: Failing to engage on social media
Almost all brands have a presence on one or more social media platforms but social media has moved past simply posting your latest blog posts. Brands need to be creative and most importantly engage with their fans and followers if they want to see a return on investment from their social media efforts.