9 Digital Marketing Mistakes and How to Avoid Them

Even the most experienced digital marketers occasionally have campaigns that don’t yield the desired results. But you can help ensure your next campaign doesn’t meet with failure by avoiding these 9 potentially costly digital marketing mistakes.

Digital Marketing Agency

1. Not having clear campaign goals. One of the biggest mistakes digital marketers make is “not establishing analytics goals prior to the start of a campaign” In order to track the success of a digital marketing campaign, it’s necessary to define goals (sales, form completions, calls, sign ups, etc.) and ensure that analytics tracking is properly set up for these goals.

Without measurable objectives it is challenging to measure ROI or net benefit of a campaign on product/service sales, sentiment or engagement. That’s why it is important to define and communicate objectives and to build insights from past campaigns into the planning process for future campaigns.

2. Not targeting the right audience. Even if a brand is creating fantastic content, they will miss a great deal of the opportunity if they don’t take the extra step to promote it to the right audience at the right time. Every digital communication channel is getting noisier, [and] it takes effort and investment to cut through the noise to get your content noticed.

Define targeted audiences not just on personal descriptions but on behaviours. Make use of tracking pixels and cookies to reach out to people [who] have visited your site and/or joined your email list. Take your social targeting beyond age, gender, education and topic interest by layering on purchase intent and relevant life events.

3. Not employing a customer-centric mindset. Marketing plays a critical role in enticing, converting, engaging and retaining customers, and organizations slow to embrace a customer-centric mindset will be left behind,” says Penny Wilson, CMO, Hootsuite. “Through personalization, targeting, journey mapping and data analysis, brands are now able to deliver a customized brand experience that provides value to customers and keeps them coming back for more.”

4. Impersonal (or incorrect) personalization. “Be [it the wrong] name, gender, likes, etc., the list goes on. We see this every single day – my team compiles a ‘bad marketing folder’ where we store examples [of incorrectly personalized offers] we regularly receive. A particular bugbear of mine is when I shop for a present for a female member of my family [and] then get bombarded with female persona marketing. This can easily be avoided by using insights technology, which makes it easy for marketers to correctly identify the right products and offers to engage customers for their next purchase.

5. Overlooking mobile. Mobile is becoming the dominant digital platform consumers use, now accounting for 62 percent of all digital media time. This provides a platform for managing customer relationships with mobile apps. With this in mind, it is important to get your mobile strategy in place.

Start by considering how your users are already interacting with you on mobile and how you can better shape that experience. If you have not yet developed your mobile strategy, consider whether an app would be a [good] platform for you to speak to your customers and then deliver timely, relevant and meaningful content that grows your customer relationships.

Also, “make sure your website is compatible with all mobile devices, then make sure sales and special offers are tailored to mobile sites.

6. Writing off email marketing. “There is a lot of buzz surrounding marketing channels like mobile and social. However, neglecting email marketing is a costly mistake. As the lines between sales, service and marketing blur, email remains the customer journey’s connective tissue. A recent survey from MarketingSherpa found that 91 percent of adults say they like getting promotional emails from companies they do business with. Of those, 86 percent would like monthly emails and 61 percent would like them at least weekly. In addition, marketers can combine email with insights gained from customer data across channels and devices — for example, social media — to achieve the high level of personalization that today’s customer demands.

7. Being anti-social on social media. Many marketers forget that social media is meant to be a space for dialogue and engagement, rather than simply broadcast. Responding to your community, answering questions and sharing thoughts will help you build a deeper relationship that will positively impact business in the long run.

8. Not communicating with the sales team. One of “the top mistake online marketers make is not communicating with their sales team – not asking for input from sales. To ensure they are getting qualified leads, “digital marketers need to meet with the sales team, scheduling a monthly meeting at the very least.

9. Not measuring results. Always make sure the money and effort you spend on your digital marketing campaigns are worth it by using Google Analytics [or another analytics tool] to measure your results. Then, after analyzing the results, update your strategies and work on improving the results. You will never know whether or not your strategy is working or failing if you fail to track your marketing and advertising efforts.

At BoostX we can provide a complete end-to-end digital marketing service for small business, our job is to professionally execute a digital strategy to deliver your marketing objectives and support your business development. To find out how it works just get in touch with our team on 01133452110

Mastering Small Business Digital Marketing Challenges

There are a number of ways for small business owners to up their digital game. The first thing you need to do is to determine your digital footprint and that of your competitors:
Digital Marketing Agency

GOOGLE YOURSELF AND YOUR BUSINESS!

Do a Google Search for your business name, your name, and the names of your key partners and employees. Take note of where you are mentioned in the digital world, and what people are saying about you. Deal with any negative comments first as they do you the most harm. But don’t forget to thank people for compliments, and respond to any questions or inquiries.

GOOGLE YOUR COMPETITORS!

Do a Google Search for each of your biggest competitors and find out where they show up online. If they show up on social or professional networks or online business directories you need to be there as well. And take a look at what people say about them online and see if you can use that to your advantage.

COMPARE YOUR WEBSITE TO YOUR COMPETITORS SITES!

Do they have a “WOW Factor” that is missing on your site, such as a mobile app, custom contact forms, full-screen images or video, or an irresistible call to action (CTA)? If you answer yes to any of those you should consider adding this to your own site as well.

CHECK YOUR SOCIAL STATUS!

This is the digital version of keeping up with the Joneses. Check every social profile for your business. Evaluate the importance of each for your business. Remember that you need to be everywhere your competitors are! Googling your competitors gives you insights into where your brand needs to be on social media! Update incomplete or outdated profiles, add new posts and images, and be sure to check for unanswered comments or messages. Delete profiles that are no longer essential or useful for your brand.

CHECK YOUR ONLINE LISTINGS!

If your business is listed on local directories such as Yelp, Angie’s List, or any others check to make sure that your info is current and complete. Are you using the latest product images and service descriptions? Be sure to update as necessary. Are there other directories or listings that will benefit your business? Claim and optimize your listing on them as well. Remember that you need to be everywhere your competitors are.

ASK FOR FEEDBACK!

Reach out to family, friends, business associates and existing customers and ask them for some honest feedback regarding your digital footprint. You may be surprised at the amount of valuable information you can get this way. Make a list of all the recommendations and start implementing them in order of importance.

WORK SMARTER, NOT HARDER!

Developing and implementing an effective organic social media strategy takes time and effort. But there are a number of free or very cost-effective online resources available to small business owners. Tools like AddThis, Klout, Buffer, Sprout Social, Parllay, Filament, Commun.it and Hootsuite help small business owners define goals, source content, and maintain a regular posting schedule.

ASK FOR PROFESSIONAL HELP!

Digital marketing for small business owners takes time and skill, and many small business owners lack one or both. If that describes you it may be time to ask for professional help, someone who can provide you with an in-depth analysis of your digital footprint and digital marketing strategy.

Based on that they can help you develop and implement an effective digital marketing strategy, which in turn helps you avoid most small business digital marketing challenges. If you really don’t have the time to do it yourself you may be better off to have a professional do all the work so that you can focus on your business!

HOW WE CAN HELP!

At BoostX, we are driven by the passion to boost our client’s business. We help small & medium sized businesses accomplish their business growth goals by maximizing their rather slim marketing budgets through our highly effective ‘Agile Marketing’ service. We compliment your business expertise with a highly-skilled marketing team, bringing your business at a level playing-field with the giants in your industry.

It all starts with us entering ‘your world of business’, we carry out an in-depth research to understand your business’ offerings, competition, market position, best industry practices .This knowledge combined with your business growth objectives helps us devise a marketing plan to achieve your goals. Our fixed-cost service packages offer a great value to any small business looking to make a positive step-change and have professional execution of their digital marketing strategies.

To find out how it works just get in touch with our team on 01133452110

5 Common Mistakes to Avoid When Choosing a Marketing Agency for Your Small Business

Being a small business owner can be quite busy and challenging job. You’re often playing with restrictive budgets and timescales, which often leads in to a fall for some of these common mistakes a small business owner must avoid.

Digital Marketing Agency for Small Business

Mistake #1: Choosing an agency that promises instant, unrealistic results.

Be wary of agencies that promise you first place rankings in search engines within a short time frame. SEO and other digital strategies can deliver big results, but this never happens overnight. Search engines such as Google take time to index websites and search results. And, as the basis of a good campaign will involve slow and steady growth through content, onsite and offsite link building, website optimisation, social media and many other strategies, no agency can promise you instant success without being dishonest.

• Mistake #2: Choosing an agency that uses shady practices to get results.

Keyword stuffing (adding multiple keywords into website pages to try and boost rankings), hidden links and text, questionable linking schemes, paid links, paid followers and other dodgy practices are not only a waste of your digital budget – they can get your website blacklisted, too. As search engines get smarter, they are quickly learning to spot the websites that are trying to sneak their way into to the results pages. Penalties can be mild, or they can lead to your website losing ranking drastically. Once a website has received penalties and is on Google’s watch list, it becomes nearly impossible to rank even for your company name. It will then take years to regain lost rankings, giving your competitors plenty of time to take your place online.

• Mistake #3: Not asking for case studies and references.

Failing to ask for case studies and references can lead to disappointment (and lost costs) down the line if the agency you choose is not able to deliver. Case studies are especially useful if you want to see what the agency did for a company in your specific industry or a similar industry. References and testimonials are also essential. This will give you a better idea of how previous and current clients view the agency. Doing a bit of homework by researching potential agencies online will help you too – when you are meeting the agency however, don’t be shy to ask for references.

• Mistake #4: Assuming that the largest agencies are the best agencies.

Another mistake that is often made is the assumption that huge agencies must be the best. Remember that there are many agencies found around the world, ranging from large scale companies to smaller firms. Many of the very large agencies have a small team of top marketers on board, with a large pool of junior marketers who actually deal with clients. This means that unless you are a big enough client to warrant assistance from the senior marketers, you will often end up being delegated to a junior exec who may not have a lot of experience. In a smaller agency, there are often fewer clients and a more consistent team of senior specialists who have the capacity to give the desired attention to each client’s needs. Moreover the smaller agency will generally have lesser overheads, which means you may be able to receive the best of both worlds, quality service at reasonable cost.

• Mistake #5: Going for the cheapest option.

A cheap freelancer or a trainee may sound a good bet at first, but more often than not, they are going to provide you with poor results, too. If you find a good agency and they happen to be the most affordable, then that is a win all round. But do not only consider costs when choosing your preferred digital partner. Ideally, what you want is someone who has a solid understanding of best practice strategies, experience in what they do, a good track record, sound ethics in the way that they operate, commitment to quality and accountability for the results. That will end up being the most cost-effective option in the long run, while also giving you the best chance of real results.

At BoostX we understand small business challenges and provide end-to-end service to help your business create a perfect digital strategy to convert those strangers to visitors to leads to customers to promoters. To find out how it works just get in touch with our team on 01133452110