Your marketing efforts are the first thing your future customers see, and therefore this will be your first chance to make an impression. Since first impressions last, great marketing is often the deciding factor between making a sale, getting a client or failing to do so.
Unfortunately, what we often see is that even great marketers make simple mistakes that greatly diminish the quality and efficiency of their campaigns and messages.
In this post, we will highlight 10 of these digital marketing mistakes, focusing on the most common (and dangerous) ones.
1. UNDERESTIMATING MOBILE
Mobile internet is now responsible for over 60% of all time spent online, which makes it strange that so many modern websites are still not optimised for mobile.
In particular, some of the mistakes we often encounter are:
- Long paragraphs and sentences that don’t display well on smartphones.
- Pages that only display correctly on personal computers.
- Websites that need to be zoomed into to use on portable devices.
For a simple test, try viewing your marketing content from your phone. If you have a genuinely pleasant experience, great. If you don’t, it might be time for a change.
2. PICKING A TINY MARKET
If you are a marketer, it’s natural to avoid targeting massive niches. They are highly competitive, they are expensive to promote to, and the competition in them tends to be well-established.
In short, you are better off picking a small niche. BUT there is one thing you need to keep in mind.
Your market needs to be large enough so that you can find new clients in it on a consistent basis, or at least generate a steady stream of income for the foreseeable future.
Otherwise, you risk ending up in a tiny niche that simply is not large enough for your business and product.
3. REFUSING TO DO SEO
The idea that SEO is dead is almost as old as SEO itself. In the past, people used to say it was extremely expensive. Today, an often repeated point of view is that Google’s Panda algorithm is just too smart for standard SEO tactics.
Needless to say, this is not true. Ranking in Google will still bring in swarms of customers, and you can rank for long-tail keywords fairly easily as long as you put a little effort in.
4. USING EVERY TACTIC IN THE UNIVERSE
With new platforms and marketing methods popping up every few months, many marketers feel compelled to use every tactic they hear about.
This is counterproductive, because most methods will not work for all businesses.
What you really should be doing is focusing on what delivers results today. So, experimenting with one thing at a time using a growth hacking framework and then allocating resources to whatever works.
5. NOT HAVING A #1 GOAL
Having a single, clearly-defined goal helps you prioritise and allocate resources in a meaningful, effective way.
Of course you want to increase exposure and make sales with your next online campaign, but knowing which goal is the most important will help you plan, execute and assess your efforts much better.
This works both ways, not having a clear goal means not knowing what you are ultimately trying to do, and this will inevitably result in failure and heartbreak down the line.
6. FAILING TO DO CONTENT MARKETING
B2B companies that publish 16+ blog posts each month get 350% more traffic compared to those that do not.
B2C organisations that blog 11+ times a month get 4X as many leads.
No matter your industry and niche, blogs are a powerful way to drive traffic and revenue, and if you are not using them regularly as part of your business, you are leaving a lot of money on the table, and that is a mistake you want to avoid.
7. MISUNDERSTANDING SOCIAL MEDIA
Some marketers view their social media outreach as a broadcasting opportunity, and this may indeed be how it looks from your end.
However, all your customers use personal devices, e.g. computers, smartphones, and tablets to view your marketing content, which means that for them, digital marketing is a personal interaction.
This means you need to use it to interact with your community, share relevant thoughts and answer questions, all with the end goal of building the best possible relationship with your followers. Remember,
“What you need to do is to tap into the conversations people are already having rather than trying to invent new ones”. (Vincent Dignan)
Failing to do so, and sticking to broadcasting alone, is mistake #7.
8. NOT AUTOMATING
We already listed automation as one of the growth hacking trends for 2017 in a previous article, but even if you are not into growth hacking, you cannot afford to ignore services like Zapier and IFTTT (If This, Then That).
After all, marketing is becoming increasingly targeted and keeping a competitive edge requires an ever-growing number of processes. If you want to have successful, profitable marketing campaigns that you can count on for the long haul, not using automation is a big mistake, just like…
9. USING EVERY SOCIAL MEDIA PLATFORM AVAILABLE
Social media platforms are different, and so are their audiences. Snapchat may work for the Kardashians and businesses that target millennials, but there is no guarantee that it’s going to work for you.
Still, we often see companies using way too many social media platforms to the detriment of their content quality!
When it comes to going social, less is more; it’s best you focus on the places where your potential leads hang out, and ignore platforms they don’t use.
10. IGNORING NEGATIVE COMMENTS
If you get a biting, unfair review or comment, it could be the work of a troll…Or a genuine complaint from a potential paying customer. In either case, don’t ignore it out of hand, and show your better-mannered customers that you care in the process.
There you have it: 10 digital marketing mistakes you didn’t know you were making.
It might be tempting to think that making just one or two of these mistakes can’t be too bad, especially if what you are doing is driving revenue.
But remember that incremental improvement is how you create a dramatic difference in the long run, so any and all of these mistakes should be addressed as quickly as you find them at all times.