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.

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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

How to Conquer the Top Digital Marketing Challenges for Small Business

According to the 2016 Small Business Marketing Trends Report, only about 37% of respondents believe that their current marketing efforts are effective. In the same study, 46.8% of participants said that they as the business owner are the ones who manage the marketing. For small businesses, this isn’t surprising. As a business owner, you have so many other tasks to worry about – management, budget, sales, etc., and marketing is often just another task on the long laundry list of things to do. Hiring additional help to run marketing costs significant money, so marketing often just doesn’t get as much attention as it should. Below is a list of some of the biggest digital marketing challenges that small businesses face, and a couple tips on how to conquer them.

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Challenge: Consistent Content Creation

For busy business owners, content creation like blogging on your company website probably doesn’t rank high on your list of things to do. As digital marketing grows more prominent across industries and every size business, content creation should probably start gaining priority. If your competition starts doing it, then you’ll fall behind and you could start losing business.

Solution: Create an editorial calendar where you plan consistent content creation time into your schedule. It doesn’t have to be daily – the important part is the consistency. So start with monthly or every other week and make time to sit down to write about your business. If you have a rare afternoon where you have extra time, work ahead on posts just in case your schedule gets overwhelmed. You can even make things easier on yourself by looking back at content you’ve already created for other reasons that can be repurposed. Have you written an e-newsletter article recently? Do you have content in your brochures that could be turned into a blog? Do you have a list of frequently asked questions that your customers ask that could be compiled into a blog? If you do, then your work is almost done!

Challenge: Keeping Up with Social Media

It’s a struggle to keep up with all the social media networks out there. Social media is not just about putting a post online and just letting it live there, you need to consistently monitor, respond to comments and questions, analyze how your posts do, create strategies that engage more users. If your business is trying to keep up with all of them – Facebook, Twitter, Instagram, LinkedIn, Pinterest, Snapchat, etc. – it’s pretty much a full time job.

Solution: Here’s the thing about each of those social networks. Each of them has a different purpose and reaches a different audience. You need to do a social media audit, figure out which one or two social media channels will best resonate with your audience, and consider just concentrating on those networks. Once those networks are running smoothly, then you can consider adding another. It’s better to do a great job growing an audience on one or two networks than do a mediocre job barely keeping five or six networks running.

Challenge: Online Visibility and Traffic

It’s not just an issue for small businesses, it is difficult for every business out there to cut through all the noise and gain visibility. For small businesses it’s even more of a struggle, due to budget and time constraints. Sometimes, you may be making every effort to get more traffic – great content, amplifying it on various channels – and it still doesn’t get you the traffic you’re looking for.

Solution: Unfortunately, there is just no quick and easy solution for these issues, but there are steps you can take to make improvements. First, you have to look internally to see that your online infrastructure is optimized. Is your website responsive and mobile-friendly? Is your website search engine optimized? Have you checked out your local search listings on the various search engines to make sure your business contact information is up-to-date and easy to find? Doing these things will definitely help your search engine rankings. If you’ve done all these things and are still struggling to gain traffic, consider putting aside a piece of your budget for SEM and paid social. Also, take a look at your analytics to see specifically how your content is performing. Most importantly, learn who your audience is and create content that fits them and what they are looking for from your business.

There is no exact recipe that will produce results for every single business, but there are steps that every small business can take to improve their strategy for success. Your business can even take it one step further and stack the odds in your favour by working with a team of experts who can create a personalized plan to reach your digital marketing goals to boost your business development.

Have a look at BoostX’s fixed cost service packages for small businesses, and let us help you take your digital marketing to the next level.