The digital marketing world is constantly changing and moving forward. The time it takes to learn what to do – and what not to do – can be a lifetime. Digital marketing strategy differs for each individual business, and success can depend on many factors.
Making mistakes is inevitable, and sometimes necessary, but here is a list of a few things you should try to avoid on your quest to find the perfect digital marketing strategy for your business.
1. Tracking the wrong metrics and / or having the wrong goals:
A super easy mistake that most businesses make, especially when they are first starting out, is setting the wrong goals and concentrating on the wrong metrics.
With so many tools available to analyse your business’ progress, it’s easy to get caught up and lose track of what’s important. A common example of this is concentrating on website traffic over converting sales.
In order to avoid this, you should spend time aligning your sales and marketing goals, and planning relevant and impactful short and long term goals that will reveal the true success of your business, and work backwards from there. Think SMART goals (Specific, Measurable, Achievable, Realistic, Time-Sensitive).
Once you decide your goals, you can decide which metrics are the most relevant to those goals. Then you need to figure out exactly how to gather this data, and set aside regular time to analyse, evaluate and improve on the areas that the data reveals are lacking.
2. Not understanding your audience:
When creating your digital marketing strategy, it’s important to get super clear on who your audience is. That includes their age, gender, location, and various demographic information. Ideally, though, it should involve diving deeper and understanding their pain points; what makes their life difficult and exactly how your product or service can fix that.
A lot of businesses get carried away talking about the features of their product or what they offer and miss the part where they connect this to their potential customers’ lives. This is the crucial step that turns a product or service into a desire, or even a need.
Getting granular and specific on who your target market is means speaking directly to the person you can serve best. Targeting too broadly means failing to really connect to anyone and will result in fewer conversions.
3. Not prioritising the customer:
Great digital marketing is not just focused on getting customers through the door. Once they are in, it’s just as important (if not, more so!) to continue to nurture them.
You can achieve this by ensuring you spend the time to personalise the customer experience, whether that’s utilising smart fields to insert customer information in your email marketing, or getting to know your customers by name and shouting out to them, or celebrating their wins on social media. There are an endless number of ways to personalise a customer journey, and it can make all the difference.
By prioritising retention, you create a loyal customer base, which leads to repeat customers and referrals. Word of mouth is a powerful and vastly underestimated marketing tool.
4. Using the wrong platforms (or not using any!):
There’s no denying that social media has become an influential tool in digital marketing. Take the time to research and find the right platform(s) for your target audience and your goals. Once you have established this, you need to utilise the platform to its full extent, e.g. if your target audience is on Instagram, you need to be creating video content.
Social media is a great way to create personal connections with your customers and can be very cost-effective if done right.
That being said, not all platforms are right for all businesses. Knowing which platforms are draining your energy with little to no result is just as important.
Despite the power of social media, what needs to be addressed is the fact that social media, in the end, is borrowed land, and sometimes the change of a platform’s rules can mean the loss of an account you spent all your time growing. Email marketing is still an effective way to connect with and retain loyal customers but is often overlooked. Building an email list and providing value and quality content to your customers is a safe and effective strategy that can’t be taken away so easily.
5. Neglecting your website:
With the growth of social media, often websites get left behind. But there are a number of ways to ensure your website is optimised to assist in conversions and customer flow.
Keep your website information up to date with any changes to opening hours and any deals or promotions you have on. You should be constantly reviewing your website for improvements to mobile-friendliness and user experience.
SEO can be overwhelming, complicated and time-consuming, but being patient and playing the long game certainly pays off. Blogs can be an excellent way to improve SEO as well as position you and your business as a source of knowledge or expertise in your field, creating trust amongst your customers.
The Path to Digital Success
Digital Marketing is a vast and dynamic field, and so many elements contribute to the success or failure of a digital marketing strategy. It’s important to be proactive in your marketing strategy, and ensure you are using the right tools for your specific goals.
By getting super clear on your audience and what drives them, and seeing your product or service through their eyes, you can get a better understanding of how to connect with them, how to make their journey with you the best it can be from start to finish. This helps you to know where to find your customers and which platforms and metrics will best serve your business goals.
Digital marketing is constantly changing, and so too are the needs of clients and customers. Your strategy needs to be dynamic and flexible to cater to this changing environment.
If you need help creating, maintaining or rehauling your digital marketing strategy, we believe no one should have to go it alone. Reach out for a free consultation with Pop Media today.