Whether you’re a novice or a professional digital marketer, we all make mistakes. In fact, in Digital Marketing if you’re not making mistakes, you’re not moving fast enough.
The key to being the best in this ever-evolving technology space is to keep learning and avoiding those mistakes. This blog will cover Digital Marketing blunders that you should avoid at all cost.
Here are the top 5 Digital Marketing mistakes you don’t want to make!
1. Ambiguous Target Audience
You’ll be surprised to know how my businesses start their Digital Marketing strategy without even knowing who their audiences are. It is easy to start a business but without a clear and focused group of audience, your digital marketing efforts won’t give you any benefits.
Chances are that your product team might have researched your target audiences or personas. As a Digital Marketer, it is crucial for you to reach out to your product team and get to know your audiences first. Only after you have a good understanding of your audience, you can start thinking about your marketing strategy.
Quick Tip: Talk to your customers, get feedback, read comments, use reviews to adequately understand and narrow down your target audience.
2. Overlooking SEO
No matter how much time, money and effort you’re putting on your SEM strategies, you cannot ignore SEO. It is the fundamental skeleton on which you should build your digital strategy around and not the other way around. An SEO strategy should start even before you start designing your website. When applied promptly, it will help you achieve high search engine rankings.
Unfortunately not all business priorities SEO first approach. Or might not hire a digital marketer until they have their websites and products are in place. In this case, you want to start with your SEO strategy asap even before deciding content strategy or figuring our your SEM budget.
Quick Tip: Use your Audience Persona Research to figure out all the key search terms, keywords, and user intent to start building your SEO strategy.
3. Duplicating Channel Tactics
In the interest of saving time, it is easy or even tempting to just simply duplicate tactics on multiple channels, whether it be social channels for content marketing or SEM strategy for Google vs Facebook ads. This will eventually cost you more time for your digital marketing efforts to reach the right audience and will only reduce your quality score.
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Quick Tip: Treat each channel as it’s own and build unique strategies around them. This might seem to cost you more time and money at the beginning but in all actuality, all these efforts will reduce your overall time and cost on lead generation in the long term.
4. Faulty KPI’s:
When it comes to determining your KPI’s, digital marketer have a vast universe of metrics to choose from. Figuring out the right metric depends on a ton of variables like business nature, product, industry, audience makeup, focus etc. Nailing your business’s KPI can be a daunting task. An easy way to go about it is to start by determining your objective for each channel.
For example, you can focus on Customer Acquisition on Google Search; Brand Reach on Google Display; Re-targeting on Facebook, Instagram and Twitter; Conversion Rate on emails. When you align key metrics with your channels, your KPI’s start to get more focused. Once you have the KPI’s in place, you can allocate content and budget to your best-performing channels accordingly.
Quick Tip: Evaluate end-to-end performance and emphasise more on “cost-per” metrics than metrics that don’t drive revenue or leads. Always optimize for quality over quantity.
5. Ignoring Testing:
Every professional Digital Marketer knows the golden mantra “always test, optimize & repeat!”. Testing is not a luxury anymore, but a critical cog that keeps your campaigns spinning in the right direction. It helps you learn from the past performance and ensures you’re not taking shots in the dark.
Implement A/B Testings to recognise best performers and to improve conversions. You can test Call-to-action, Landing Pages, EDM, Headlines, colour themes, ad copies and so on. With every new test, you will be improving your efforts towards maximum conversion.
Quick Tip: Always test one variant at a time with a sample size of at least 1,000 audiences during a duration that it takes to acquire that volume of audience.
Always remember, whether you’re a Digital Marketing Maestro or a Social Media Maven, making mistakes is human. Identifying your mistakes and correcting them will make you a true professional. If you think I missed out on some biggest mistakes, leave a comment and let’s discuss.
And if you’re asking yourself why the art style on this blog post looks familiar, it’s cause they are inspired by “Love, Death + Robots”, the Netflix anthology by David Fincher. And I have to give a shout out to these two talented designers – Michael Chernyak and Ofer Ariel, who set out to recreate the original icons used in the show. Check out their work here: uxuihero.com.
