If it seems like digital marketing technology and its usage are continually growing and diversifying, that’s because they are! Digital marketing spend will reach $146 billion by 2023, increasing at a 9% compound annual growth rate. And it’s no wonder why: the ability to use the right tools to carefully target your ideal audience with strategically crafted messaging is every advertiser’s dream. Whether you’re a San Diego business owner, CEO, CMO, or a marketing or advertising professional, niching down to get the right message in front of the right people is key.
But with the large variety of tools, mediums, and strategies available, there are just as many—if not more—opportunities for mistakes and misuse that can sabotage your efforts. With the time, energy and often money that goes into digital marketing, you can’t afford to self-sabotage. Up your conversion and ROI game by checking out four of the most common digital marketing mistakes businesses make.
Doing Anything Without Clearly Defined Audiences
Many first-time business owners and inexperienced marketers believe that casting a wide net is the best way to expand their market and reach more customers. However, only specific groups will actually bring in revenue to your business; you should spend your marketing dollars on trying to convert those leads that are already predisposed to patronize your business.
By developing buyer personas of your target audience, you can develop a deep understanding of their interests, pain points and behaviors. Knowing the customer is the foundation of any digital marketing strategy—you need to define the people you’re selling to and customize your marketing to them.
Taking the “Short Game” Approach to SEO
The importance of search engine optimization, or SEO, cannot be understated. Frequently posting valuable, customized content that shows thought leadership is no longer enough; optimizing for search engines is the only way to gain visibility for that content.
There is no “quick fix” to overall SEO, but each step you take in the right direction helps set you up for long-term success. With its ever-changing technical intricacies and the growing importance of local SEO, getting started with search engine optimization can seem daunting. Consider beginning by implementing some of the common denominators in best-practice SEO strategies:
- Quality content
- Keyword research
- Optimizing images for size and keywords
- URLs, tags, and descriptions
Campaigning and Spending on Ads Without a Real Strategy
If you don’t have a well-defined content strategy, then the time you are spending on content marketing is not being properly used or reaching its potential. Structure and vision are important for creating the right kind of valuable content that serves the needs of your target audience and ultimately leads to conversions. A sound content marketing strategy needs to include:
- Specific buyer personas with clearly defined wants, needs, and pain points
- SMART goals
- Clearly defined tools, tactics, and campaigns to reach target audiences
- A/B testing, progress reporting, and continuous improvement
Marketing should be data-driven, and that goes for social media and blogging as well. You don’t have to take a shot in the dark and spend recklessly on ads when instead, you can craft a strategy, test it, discover what works and then spend on ads.
Expecting Immediate Results
Business leaders are often demoralized when there aren’t overnight results, but digital marketing is not a magical shortcut to your goals. Content, organic and paid campaigns, and SEO require time to succeed.
Digital marketing is a marathon, not a sprint. To get your audience’s attention, to get them engaged in valuable content, to move them down the funnel, and to convert them requires a large amount of time and effort. Great digital marketing strategies strive for consistency and continually trying out different ways and methods.
76% of people think marketing has changed more in the past two years than it has over the previous fifty.
Do you need to start marketing your company on social media, but aren’t sure how to get started? Or maybe you’ve been posting content, but can’t seem to get the results you want.
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