No business can survive without an online presence today. Hence, investing in digital marketing is not optional whether you run a startup, a small business or an enterprise. Just having a plan does not work because you need to go the extra mile to ensure that the marketing strategy gets you viable results. After all, the competition out there is fierce and nothing less than the best will work. Moreover, the constant algorithmic changes by Google makes digital marketing even more challenging. So is your digital marketing strategy moving in the right direction? Are the results good enough? Are there some errors that are harming your site?
You need to answer these questions to understand how your strategy is affecting your business. Beyond that, there are some common digital marketing mistakes to be aware of so that you can steer clear of them. Here are the ones that you should absolutely avoid.
Mistake #1: Starting without preparation
You may be enthusiastic about establishing your online presence with a digital strategy. But taking the plunge without adequate preparation is the worst thing you can do. Even before you start, create a documented strategy that shows a clear roadmap. Decide whether you want an in-house team or would prefer to hire a digital marketing agency to handle your campaigns. Defining goals, budgets and timelines are equally important. Be flexible and realistic because getting results right at the start is practically impossible. Also, having alternative plans is an intelligent thing to do because you may need to tweak them time and again.
Mistake #2: Not building a user persona
Do you know what digital marketing is all about? It’s not about rankings, traffic or conversions though these are the metrics that you count. The truth is that digital marketing is all about the audience. Whether it is the website’s or ad’s design, content, or UX, everything about your campaign should be aligned with the users’ intent. Not knowing your audience means that you will not be able to build a strategy that works. Failing to build a user persona is a blunder that you should avoid. Know what they want and what makes them convert from being visitors to actual customers.
Mistake #3: Not having clear goals and tracking them
Just creating a strategy and implementing it without measurable goals is another mistake you should avoid. Decide in advance what the objective of your marketing strategy is; whether you are targeting increased traffic, more leads or better social engagement. Beyond just having goals, you need to track your performance consistently. There are several paid and Free Digital Marketing Tools that you can leverage for this purpose. Remember that tracking the campaign enables you to understand its effectiveness. You may tweak or realign if it seems to move in the wrong direction.
Mistake #4: Not ensuring a balance between tactics
Essentially, digital marketing is a mix of tactics such as search engine optimization, social media marketing, paid advertising, email marketing and more. Each of these tactics helps awareness from different fronts. While SEO makes your website visible in the top search results, SMO boosts social reach. Paid advertising brings quick results and email marketing personalizes your interactions with the target audience. Everything that aspires to magnify your online presence falls under digital marketing. But you cannot just take a haphazard approach and do a little bit of everything. You need to decide a judicious mix of marketing tactics depending on your needs and audience expectations.
Mistake #5: Not keeping pace with evolving trends
You may be doing everything right but still may not get the results you expect. What you are probably doing wrong is not keeping up with evolving trends. First, you need to keep an eye on Google’s ranking algorithm and align your SEO strategy accordingly. Failing to do so can result in a penalty and loss of rankings. At the same time, you should understand the trends in the digital landscape. For example, voice search and video marketing are some trends that you cannot ignore now. Keep a close watch on your competitors as well because you would not want them to move ahead of you.
Avoiding these common mistakes can help you create a winning marketing strategy that brings viable results. When it comes to achieving success with your digital marketing plan, you need to be always on your toes. Even a small slip can tarnish your reputation, which is something that no business can afford.