Average consumers are getting more and more sophisticated every day. If you're implementing a digital marketing campaign, you cannot underestimate them. Invasive push marketing campaigns once did the trick by forcing bombarding potential customers with information… a ‘strategy’ which is still current in certain online quarters.
The key to building a solid, and vitally, effective, online presence lies, not in how loud you shout, but the quality of what you say and how exactly you say it.
Small basic mistakes can make your digital marketing ineffective, whilst fundamental errors can deter today’s super savvy surfers. Avoid these mistakes and polish up your campaigns.
Here are four of the worst digital marketing mistakes
1. Push marketing or... no marketing
Of course, it's sensible to avoid ramming your message down the throat of your target audience. But tiptoeing around consumer sensitivities is equally harmful. In an attempt avoid the hard sell, many digital marketing techniques are so subtle, that business doesn't benefit at all.
Self-promotion isn't impolite nor is it something that puts off online consumers. The trick is to strike a balance between self-promotion and the value that you add to their online experience.
For instance, let’s say you own an online course aggregator and are trying to increase your online signup, by posting a blog about different learning processes. So it doesn't feel too targeted, you opt to avoid all promotional material within the post, just adding a simple link to your e-store at the end of the blog.
This may be fascinating and inspiring content but in terms of digital marketing, its value is virtually nothing.
It's a mistake to assume consumers have zero tolerance when it comes to promotion.Just make sure it’s relevant, useful and does not cross the line into push marketing.
2. Ignoring SEO.
Yes, thanks to changing algorithms, search engine optimisation is a tricky process. But it is instrumental in growing and sustaining your business and increasing online traffic.
You don't need to bring in an expert, just set aside a few hours to make sure you're optimising SEO.
Most of what you need to know is available in free online guides, video demonstrations and countless books, articles and blogs. Start with Google’s own ‘Starter Guide to Search Engine Optimization’, a gentle walk through the basics.
Instant results aren't guaranteed but if you build the best practices of SEO into daily digital marketing activities, you will start moving up in search results.
3. Producing content willy-nilly.
A high level of visibility will not result in more and better engagement. With so many content platforms available, it becomes tempting to create a constant stream of information thereby increasing the value of these resources. But in the dash to saturate our various digital channels, we actually end up diluting our message and the quality of audience engagements.
This issue can become acute when it comes to social media. A greater following does not mean your digital marketing is being successful. It will not necessarily lead to greater engagement in your business.
Keep it simple. Make sure that you have a KPIs for every piece of content you create. Consider carefully which channels are suitable. By looking at the analytics, you can adjust future content plans accordingly.
4. Failing to plan, set goals or monitor.
Strategically planning and monitoring the success of your campaign is as important as creating content for it.
Monitoring the success of individual actions through metrics - Hootsuite, Mailchimp and Google Analytics - and the various excellent analytics tools available, will help you to constantly refine your practices, ensuring that the time, effort and indeed money you spend in digital marketing will progressively yield better results... well that's the plan anyway.