More and more businesses are choosing to invest in digital marketing because it offers results that are measurable, immediate and effective. But to get the most out of your digital marketing spends, you have to avoid making mistakes that could adversely affect your brand and business.
Below are the six common mistakes you have to avoid making with your digital marketing strategy:
1. Failing to have clear goals for your marketing campaign
Although this may seem like a silly mistake to make, many organizations still commit this costly error. Keep in mind that your goals will serve as pillars for your marketing plan. If you don’t set any goals before starting a campaign, you will end up following a plan that won’t take you anywhere.
As such, before thinking about what strategies to use, make a list of what you would like to achieve and how you are going to accomplish them. Make sure you list marketing goals that are specific, relevant, time-bound and measurable so that you can select the best strategies and tools. At the same time, you can easily revise or change parts of your campaign as needed.
2. Not taking the time to identify your target audience
Many businesses also make the mistake of not taking the time to understand their current and potential consumers (or worse, failing to target specific audiences).
The effectiveness of digital marketing lies in its ability to attract niche audiences through tailored messaging. If you don’t know who your target audience is, you will be creating content and ads that are not reaching the right people. Ultimately, all the money and time you spent on this unfocused campaign will just go down the drain.
You can start targeting and understanding your preferred audience by:
- Examining and understanding current customer data
- Creating buyer personas
- Evaluating your products or services
- Studying your competition
3. Having a website that is still not mobile-optimized
In the past few years, online marketing specialists have been constantly promoting the importance of having a mobile-optimized website. If you haven’t taken the necessary steps to have a responsive website that works on all devices by now, you may as well stop working on your campaign.
According to a report published on Retail Drive, 67 percent of consumers go online to search and get information on certain products and services before making a purchase decision. If you don’t have a website that is user-friendly on mobile devices as well as desktops, you are already losing a lot of business opportunities. This is also something that will adversely affect your online marketing campaign.
4. Failing to constantly update your website
A good online marketing campaign will depend greatly on your website. However, if you have an outdated site, you will have a harder time reaching your target audience.
Keep in mind that your website is your brand representative online. It is also the first point of contact between you and your consumers. To get the interest and engagement of your online visitors, your website should be constantly updated. Make sure to regularly post your latest offerings, blog posts, news, product launches and any other events and details that you would want your target audience to know.
5. Not tracking and measuring results
The most serious and costliest mistake you can make with digital marketing is failing to track and measure results.
To know if your campaign was effective or not, you have to constantly monitor and measure the results. Make sure you use the right analytics tools that offer information on visits to your website, pages browsed, their location and the duration of their stay on the website.
Based on these variables and other relevant data, you can get tangible and measurable reports you can use for choosing new strategies or for tweaking the current ones. Access to such data helps you not only track but also grow your ROI. They can even help you make product modifications and improve the overall customer experience.
6. Failing to combine online and offline marketing
Lastly, many marketers today focus on utilizing digital channels only. They tend to ignore traditional methods of marketing, thinking these are no longer relevant.
However, it pays to take a page from seasoned marketers. You can build a more profitable marketing campaign by reinforcing your digital message via different offline tools. This means using traditional brand activation techniques that will improve the visibility of your messages and ads.
A good example of integrating online and offline marketing is running contests on social media to introduce a new product while having promoters hand out free samples in strategic locations.
Whether you have a large or small budget to spend on your marketing campaigns, make sure every penny you spend counts. Start by recognizing the usual digital marketing mistakes you could be making. Be open to getting help from experts if you really want to have a successful and profitable campaign.
Tony Youssef is the co-founder and CEO of Pulsar Group. Pulsar Activation is a full-fledged hassle-free brand activation agency that has been based in the UAE for 10 years, with branches in Beirut and Cairo. Pulsar Production is the “State of the Art” manufacturing facility in the MENA region.