As companies around the world pull up their socks to get into their customers heads, digital marketing and all the buzz words around it have glorified to the business world’s attention. According to a recent CMO Council report 28% of marketers have decreased their advertising spend to fund more digital marketing. While the drive for digital marketing has intensified, jumping in and doing random things is not the way to go. The need is to have clear understanding of what is expected from own efforts and that of digital marketing agency. Here we take a look at some of the most common yet easy to make mistakes in digital marketing that must be avoided in order to succeed.
6 Digital Marketing Mistakes to Avoid
1. Doing It All by Yourself
Yes, companies with in-house resources had been getting results. But that was few years back when digital marketing was not this big. Taking into account the number of varied digital channels and budding tactics, you may lose out for not having resources to work on all these aspects. A digital marketing agency or online advertising agency can better specify your objectives and help you prioritize which mediums to focus on. It is always wise to have an organized cohesive strategy in place. Otherwise you may end up directing your efforts towards wasted money, time and opportunity.
2. Being Impatient For Results
Business for sure is about expectations and results. But expecting immediate results just because things are digital is wrong. Even digital marketing campaigns take time to develop. When you engage a digital marketing company the expectations are clearly communicated, and it is advisable to stay patient for the campaign to develop, take shape and optimize. For instance, the average estimated time for a Pay Per Click Campaign to yield results is 90 days and for Social Media it is 30 days.
3. Not Evaluating and Not Evolving
Digital marketing is no longer a mystery wherein a company cannot know whether the money invested is producing results or not. With the help of new analytics software, it has become real simple to trace conversion rate, bounce rate, cost per page view and other such factors. Even if you are working with a digital marketing company, you or the responsible manager must stay aware of vital data points. It is crucial to ensure that you are getting the most for your marketing expense.
Also understand that marketing is a dynamic process, especially in the age of quickly changing technologies. Evolving to upcoming changes is not just wise but it is the key to marketing success.
4. Choosing the Right Metrics
With readily available real-time data and a number of measurable metrics, the task of choosing the factors significant to one’s business can become challenging. Engaging with metrics that have no direct impact on the business goal will just lead to wastage of time and resources. According to Lean Startup guru Eric Ries it is essential to differentiate between “actionable” and “vanity” metrics. Vanity metrics are the figures that do not indicate real growth and success, for instance Facebook ‘likes’ or number of ‘registered users’; whereas the data on active users or the cost of getting new customers is more “actionable”.
5. Content That Is Everything But Quality
Content is developed with the primary aim to create engagement through sharing information and educating. However, churning out impeccable, well-written pieces is not what that equals to. Your content should sore high in terms of relevance, reach and ability to form a connection with the audience. Instead of too many and too frequent posts, focus on engaging, qualitative pieces.
6. Disengaged Social Media Marketing
In the wake of social media purchase decisions are highly influenced by companies online connect with their customers. Companies should regularly put out content and social updates that appeal to their audience. It is advisable to have dedicated staff for social media engagement. Have people who not only understand the channels but can also bring forward apt messages and know how to connect with customers.