Digital marketing pitfalls
How confident are you that your digital marketing strategy is working as well as it could? Even well-versed marketers can miss an opportunity for improvement from time to time. The list of mistakes many marketers make is expansive and each mistake can have a negative impact on your business’s marketing ROI. Make sure you’re not costing your business valuable time, money or prospective customers because you’re tripping over these 7 digital marketing mistakes.
1. Not setting clear campaign goals
It might sound painfully obvious, but you’d be surprised just how many campaigns are created without having campaign goals defined beforehand. You need to understand what your goal is and let that goal shape your campaign. Charging ahead with a campaign idea without a goal as your guiding force may well see you miss the mark completely – resulting in a poor performance from your campaign and unsatisfied audiences.
Your campaign goals need to be explicit, too. Simply stating that you want to increase brand awareness or build your social media following is not enough. Unclear campaign goals will result in poor ROI because measuring success is difficult and identifying the right approach to achieving the goal can be problematic.
Setting SMART goals is a great way to avoid confusion and create realistic goals for your business. John, our Head of Digital Marketing, wrote a great guide for creating SMART goals – he stresses the importance of your campaigns having a driving force. Your SMART goals will give you that driving force and set you on the right path to creating digital marketing campaigns that delight your audience every time.
2. Targeting the wrong audience
Speaking of audiences, it’s all well and good thinking you’re targeting the right people, but how do you know? It can be surprisingly easy to target the wrong people and be pushing your content towards a group who just aren’t interested or at the right stage in the marketing funnel.
Make sure that the people you are targeting are the best audience for your business. Take time to create the buyer personas and full understand their needs from you. Make sure you’re building your buyer persona around the user’s needs and not trying to mould them to fit with the company’s own goals. A well-built buyer persona will save you from wasting time and money targeting the wrong people.
3. Using the same messaging across social media platforms
Social media audiences vary massively and they each expect a particular kind of content and tone of voice. Take the time to tailor your content and tone to suit the channel and delight your followers.
Your Twitter followers will need a much shorter message than you can publish on your Facebook account. Pinterest and Instagram will need more creative hashtagging, and if you’re going to publish on Reddit you’ll have to think about how users interact differently to that content too.
The differences between platform audiences may be subtle, but ignoring that subtlty can create friction.
4. Forgetting about keyword research
It’s easy to set up a paid search account and just let it run, but keyword research needs to be a continuous process. You should always be looking for new keyword opportunities and keeping your account efficient by running reports on the search queries triggering your ads.
5. Not running tests
How do you know your campaigns are working their hardest if you don’t test them?
There are lots of different ways you can test your campaigns. For PPC, consider running tests with variations in copy. For social media advertising, you might want to test how different images change your CTR. Testing different elements of your digital marketing campaigns can identify untapped areas of opportunity and improvement, helping increase your CTR and CVR.
6. Not retargeting drop-offs
We’re all guilty of over-filling our baskets and feeling the buyer’s regret before we’ve even entered our card details. Your analytics will undoubtedly show your drop-off rate, where people have failed to convert at the final step. Facebook and the Google Display Network offer paid ads in the form of Display Product Ads which are fantastic for recapturing the attention of potential conversions who failed to convert when they were last on your website. These ads are a fantastic way to push your products to people who have already shown an interest in them, and just need a reminder to help seal the deal. Incorporating DPAs into your strategy can help increase your CVR and your drop-off rate will be lessened significantly.
7. Not measuring the right metrics
I sometimes think this image should be plastered on every marketer’s desk. It’s a mantra worth repeating again and again.
You can’t possibly run a digital marketing campaign successfully if you aren’t measuring the right things. Don’t get distracted by irrelevant statistics. Cost efficiency and ROI are the real targets when running a paid media campaign. Secondary metrics like click through rate and cost per click will help guide your ROI, but should not be independently used as success indicators.
No more schoolboy errors
This list is not exhaustive – there are many more ways that marketers can trip themselves up and cost themselves valuable ROI. However, these seven digital marketing mistakes are the most common. Revisit your strategy often and always base decisions on data you can produce from analysing past performance. Data-driven strategies are the most likely to run smoothly and help you avoid making these mistakes and having your marketing efforts suffer unnecessarily.