Digital marketing comes with a wealth of mistakes that are all too easily made. Get digital marketing right, however, and your business will be in a strong position to increase sales and company growth. So, which mistakes should you be aware of, so you can ensure you don’t make them?
1. The absence of a clear set of objectives
This is the surest way to fail! It’s like going on a road trip without a destination in mind. You might enjoy the journey, but not knowing the end will eventually wear you down.
The absence of objectives deprives you of a key benefit of digital marketing – agility. Calibrating the marketing effort to match your target audience’s response sharpens the strategy. Having a set of objectives allows you to measure its impact and address any misalignment.
2. Ignoring the analytics
Successful digital marketing strategies aren’t magic wands or dust. Success comes by monitoring the progress of relevant metrics. For example, the channel that drives the highest traffic may not yield the best leads or conversion rates. The earlier these warning signs are picked up, the higher are the chances of success.
3. Failure to test
Once on-air, it’s a done deal. Those were the ‘dark’ days of TV, radio or print ads. Interestingly, those were the days when a business’s marketing and communication strategy were subjected to close scrutiny. The ease of implementing a digital marketing strategy has made the latter history.
However, here’s the beauty of digital marketing – that is, nothing is cast in concrete. Changes can be made on the go. So test and validate your approaches. It might add days and weeks to your effort, but treat them as investments to avoid failures.
4. Wrong target audience
A spray gun approach has never worked in marketing. Trying to be something to everyone risks being nothing to all. Digital marketing amplifies this mistake because of its reach.
Getting up close and personal with your target audience is key. Only a screen separates you from your prospect. Imagine the impact you can make if you know them intimately, including knowing their pain points. Invest in a buyer persona exercise.
5. Shiny object syndrome
Rest assured a new platform or approach awaits every business in digital marketing. It will continue to evolve. What we have today is just a fraction of the potential of marketing technology. Therefore, if you suffer from a shiny object syndrome, reign it in. Reacting to trends is disastrous.
One of the universal characteristics of good marketing is consistency. Strike a balance between it and the need to explore alternatives.
At vLinkd, strategy precedes execution. We want clients to be on a growth trajectory early. Ensuring clients steer clear of common mistakes made by small businesses is a priority. Book a consultation to learn more about our approach.