Not everyone can be a master at digital marketing. But understanding it and recognizing mistakes can go a long way when running your business. Get the jump on potential errors with this comprehensive guide.
1. Overlooking Mobile Marketing
Now that the smartphone is the primary device for browsing the Internet, businesses must ensure that company webpages are optimized for mobile viewing and that opportunities to explore the full potential of the many forms of mobile marketing, including apps and emojis, are not overlooked.
2. Skipping A/B Testing
One of the best ways to discover what works and what doesn’t work on a website is to do an A/B test, comparing two versions of a webpage to see which performs better. These test results provide insight into a brand’s audience and opportunities to optimize the site to suit target audience needs and wants.
3. Ignoring Social Media
Today’s consumers want to hear the voice of the company; so, it is important to stay active on social media. Infrequent posting will cause followers to lose interest. Live tweets and posts are preferable to automated messages. Use social media platforms to bolster a company’s online presence, promote and spread word of new products, reach customers directing and increase brand awareness. Be aware that social media also provides an outlet for consumers to voice their opinions, both positive and negative.
4. Purchasing Social Media Followers
When selling or promoting products or services on digital media, focus on how the audience interacts with the company’s content. For instance, do people Like it and Share it, so that it appears in their followers’ News Feeds?
5. Limiting Interactivity
Digital marketing is interactive. Make it easy and fun for consumers to participate. Take advantage of all the tools available to digital media. A few creative examples: Ordering a Domino’s Pizza (in the United States) by texting or tweeting a pizza emoji. Being able to choose up to three Steve Madden shoe styles for one’s personal Bitmoji avatar.
6. Ignoring SEM and SEO
Rather than waiting for search engine ranking to build organically, companies can get a head start by employing Search Engine Marketing (SEM) and Search Engine Optimization (SEO). Paid services such as Google Ads can help speed the ascent to the top of the search results page. It has been found that sites using SEM have a 50 percent click-through rate, making it a sure bet for increasing website traffic.
7. Shunning Email Marketing
The introduction of Canada’s Anti-Spam Law (CASL) led many businesses to assume they can no longer use emails as a marketing tool. Not so. Companies can still send promotional emails, if they have first obtained express consent from the intended message recipient. This can be done by asking consumers for emails at the cash register or asking website visitors to complete a consent form on the company’s website. Email notifications continue to be an effective way to reach customers.
8. Avoiding Partnerships
A well-matched partnership can be an effective marketing tool for a company and its business partner.
9. Focusing on Quantity not Quality
Take time and effort to create a quality digital marketing campaign that consumers and audiences find engaging and memorable. Don’t bombard them with repetitive messages that drive them to hit the Unsubscribe button or that cause social media platforms to tag your content as spam.
10. Ignoring Traditional Marketing
It is tempting to ignore old forms of marketing, such as print and television ads, but maintaining a balance between traditional marketing and digital marketing can help ensure that a company reaches all its target markets and audiences.
Jennifer D’Agostino | Contributing Writer