In the rush to get on board with a digital marketing strategy, many companies end up making some critical errors that can cost them a return on their investment and, even worse, impact their brand reputation and traffic. Knowing about the most common mistakes in digital marketing as well as common online marketing myths in advance can provide the necessary direction to avoid having your efforts work against you.
Here are 10 of the biggest mistakes that are commonly made in digital marketing as well as tips on how to avoid them:
- Not putting the social in social media: Social media is a dynamic platform meant for socialization. Yet, some digital marketers still just use it to post content as if it was a one-way street. Don’t make the mistake by being anti-social and not starting dialogue with those that are commenting on your posts and tweets. By responding you are engaging with your audience and inviting them to come back again plus you are gaining a better context for what they need and want. Your relationships with your customers and prospects can deepen across social media, enhancing trust levels and building loyalty.
- Buying followers: There is no real need to spend money on buying followers when many other actions can gain the targeted followers you really need. Typically, those that you buy are not necessarily those that would be interested in what you offer or they may actually not even be real people. Others that see how many follow you aren’t going to join in just because it appears as though you have a significant fan base; they will stay and join based on your content and the level of engagement with the existing followers to that content. Focus your resources on targeted tactics that actually deliver results.
- Ignoring email marketing: Many digital marketers believe email marketing is a thing of the past and won’t deliver any effective results, but what they forget is that most people are using their mobile phones to still check email and consider it a vital, relevant communication platform. Consumers and businesses have noted they like to get promotional emails, especially if these come with helpful information and a direct link to where they can learn more or take advantage of the promotion. Use an email tool to regularly send out a monthly promotion or message to your list and gauge just how many clicks and sales you get from this low-cost, high-return marketing tactic. The key is merely, do emailing, just don’t overdo.
- Not measuring results: Whether you think it costs too much or takes too much effort, many digital marketers decide not to track results or use analytics. In reality, Google Analytics and other tools are very insightful and provide specifics on well your digital marketing campaigns are doing. Without these results, it’s hard to tell if your campaigns are really getting results or why they are not. This could undermine your entire digital marketing strategy if you don’t know where to make specific change.
- Outsourcing your social media: No one knows your brand like you, so handing over your social media presence to someone who doesn’t have that knowledge or even passion about it is a huge mistake. That’s because a lack of knowledge and passion will come through in what is posted and done on your social media accounts. Other’s generally won’t be able to emulate your voice, and your audience will figure that out quickly. Instead, take the time to handle your own social media management using numerous online tools such as Buffer, or others that add efficiency to the time you spend on managing those accounts without compromising the experienced brand voice that only you know.
- Not targeting the right audience: Despite having incredible content and being completely involved in the digital marketing process, if you don’t have the right audience in your radar, it’s a lost cause. Use tracking pixels and cookies to reach those who have visited your site or joined your email list. Use the tools on social media sites like Twitter and Facebook that provide demographics information so you can target by age, gender, and interest. When you hit this right audience, that incredible content will really pay off. Until then, you might find a few people that happen to find you but it makes better sense to put your brand in front of large crowds of people that have been trying to find just what you offer.
- Not taking mobile seriously: If you still think mobile isn’t that important than you are most likely missing getting in front of a massive chunk of your audience. The majority of consumers are on their smartphones looking up information and using their social media accounts. If you do not approach them this way, offer a mobile website version, or do not consider some type of mobile app to help them when they are researching or out shopping, you are making a massive mistake with your digital marketing strategy. Do your research, create a mobile strategy, and test its effectiveness.
- Ignoring abandoned carts or visitors who leave your site: If you don’t wonder why someone only spent a few minutes on your site or put something in their cart but then left, you are not going to grow your customer base. Rather than assuming they just changed their mind or got distracted, implement a remarketing strategy or way to re-engage them to return to your site with a reminder of what you offer. You can also give them an offer or incentive the second they go to click off your site as this improves the likelihood that they will stay and complete their sale. Don’t just let them go because they are most likely going to your competition.
- Using automated direct messages on Twitter: Talk about one of the most impersonal things you can do in a world where everyone wants authenticity and personalization. Using an automated direct message on Twitter is basically like asking to be unfollowed. It tells your audience you are too busy to bother personally engaging with them on social media, which then reflects on your brand image. Just don’t do it!
- Not having a clear digital marketing strategy. Much of what companies do is create an ad hoc set of digital marketing tactics, signing up for various social media sites and then posting when they feel like they have something to report. This does not encourage engagement nor does it build momentum with your audience. It’s disjointed and may not be promoting your brand attributes and values in a clear way. Without specific goals related to sales, leads, form completion, etc. you don’t have a foundation from which to determine campaigns, messaging, and platforms to use. Start with a clear digital marketing plan that has specifics related to goals and objectives, target audience, tactics, and measurement. This will keep your actions consistent and organized for a higher return on investment.
Now that you know what the mistakes look like and how to avoid them, the next step is to start comparing your current digital marketing actions and determine where you need to quickly make changes before these mistakes happen or adversely impact your efforts. Instead, you’ll be able to create something that goes viral and makes a significant difference in the results from your digital marketing strategy.
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John Rampton
is an entrepreneur, investor, online marketing guru and startup enthusiast. He is founder of the online invoicing company Due. John is best known as an entrepreneur and connector. He was recently named #3 on Top 50 Online Influencers in the World by Entrepreneur Magazine.
