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.
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