5 Digital Marketing Mistakes That Will Cost You
The Internet has given way to many new forms of marketing, but avoid these costly digital marketing mistakes to continue your growth, not stifle it.
As a modern marketer or business owner, are you guilty of making digital marketing mistakes? The Internet has given way to so many new opportunities to reach new audiences in dynamic ways, but that doesn’t mean there are not marketing faux pas to be made. Doing the bare minimum with digital marketing can hurt your online reputation more often than help it, so here are some digital marketing mistakes to be careful of:
No actual engagement with people on your social media channels
Social media has become a treasure trove for organizations to find out what their customers are thinking and their real thoughts on the brand. By meeting them on their playing field, you can effectively communicate with your customer base and receive valuable feedback that at times is crucial to company growth.
Things to keep in mind when engaging your audience on social media include:
- Don’t take negative reviews or comments personally; respond professionally to demonstrate poise and respect will also determining where the organization can improve
- Respond to comments no matter if they are positive or negative because it lets your customers know that you are listening to them and validating their opinions, which can, in turn, inspire more loyalty
- Use these platforms to show that you are human and care about the same things your customers do by posting useful content, videos, or inspiring stories to make your company feel more alive
Given how fast paced many industries have become, the losers are the ones who cannot keep up with the needs of customers, which can include providing valuable content, deals, and more. Even if you had time to sit down every day, multiple times a day to post something new to your social channels or send out emails, it’s a massive time sink that would be better served focusing on your organization’s big picture milestones.
Things to keep in mind when automating processes include:
- Automate mundane or repetitive tasks that are necessary for day-to-day operations, but are relatively small in scale for the big picture
- Take a full day or two out of each month to write, plan, and schedule your tasks out for the following month so that you do not have to worry about missing anything
- Invest in automation software and programs to making things easier to manage such as task managers (ex. Microsoft Project), social media scheduling programs (ex. Hootesuite, Coschedule), and encompassing calendars that can provide at a glance a full view of what will go out on any given day
- Examples of tasks that can be automated (*Remember to leave room for spontaneous or time-sensitive postings that cannot be automated):
- Social Media Postings
- Email Blasts
- Auto Responses to Queries
- Payment Plans
Writing aimless content without a purpose
Posting aimless content is a bit like that one friend you have on social media that posts things that straight up annoy you and makes you want to disconnect with. Throwing up anything for the sake of not having empty page space will not help your short term or long term goals, so being more purposeful in what you create is just as important as the content itself. Customers crave content that makes them feel something, teaches them something new, or gives them a reason to keep coming back to your site. Always establish your overall goals first, then create content that serves those purposes; this way, you will never lose sight of what you should be creating.
Things to keep in mind when creating content include:
- Teach your customers something useful, like different ways in which to use your products/services
- Show them something fascinating about your product/service through images or video
- Demonstrate your authority in your industry by providing valuable insights about the industry overall
- Keep your content relevant to your business; unless your organization revolves around animals, posting those infamous cat videos will only diminish your brand
Assuming what customers want instead of verifying
This is one of the more significant digital marketing mistakes for organizations who are just starting out but can also affect ones that have been around for awhile as well. Assuming what people want based on your own bias can be detrimental to overall marketing campaigns because efforts may be wasted in the wrong areas. Customer feedback is critical, especially in the beginning, but also for maintaining a loyal customer base. Listen, respond to criticism with professionalism, and note what is being said about your products/services so that you can continue to shape your brand to match your audience’s true needs.
Things to remember when creating customer personas and target audience profiles include:
- Remember—just because you think something is a good idea doesn’t mean your customers will be receptive to it
- A/B testing will be your friend in discovering what makes your audience tick
- Be vocal about your need for customer feedback; offer incentives if possible
- Use social media and your email blasts to poll customers and gather data often
Using social media pages in place of a website
Many organizations may do this because they feel that it is more cost effective just to have a social channel because after all, they know they need to engage their customers. However, the problem is that without a proper website, your audience will not have the best reference for who you are and what you do. Social channels are limited in their descriptions on purpose to focus on the engagement and should function as a gateway leading to your regular website where the bulk of your pertinent information is. It’s always worth the money to invest in a good website, not to mention being found more easily in search results.
Things to keep in mind when establishing a distinction between social media channels and a website include:
- Both websites and social channels have a specific function and should be used in conjunction with one another instead of only one or the other
- Social media channels are a great jumping off point that should always be driving traffic to your main site
- Trying to buy products/services is not as intuitive through social media, so a regular site is needed
For more information about digital marketing mistakes to avoid, contact us today!