Tired of failed digital marketing campaigns? Can’t seem to get your company on the right track online with your marketing attempts? Not to worry, even the most experienced digital marketers occasionally have campaigns that don’t yield rich results. The following are 5 common (and costly) digital marketing mistakes many marketers seem to make and how to fix the problem
Problem #1: Neglecting Digital Marketing Campaign Goals and Directions
One of the biggest mistakes digital marketers can make is not establishing goals at the start of a campaign. Without clear set goals, there is no purpose or road to a successful digital campaign. A campaign that defines goals and ensures that analytics tracking is properly set up for these goals. Without these measurable objectives, it will be a challenge to measure your ROI or net benefit of a campaign. Moreover, along with not setting a clear direction for campaigns; marketers continue a series of bad communication by not communicating goals with their team. More specifically their sales team. This often results in wasted resources that constantly miss opportunities to contact the right audience.
Solution: Properly communicate and define company main objectives. These objectives can be built from insights from past campaigns. This can help you overall to set a clear direction for future campaigns. When a goal or clear path is set then you can proceed to create teams that specifically care and carry out the brand’s digital strategy. Finding the right person or team of people with the necessary skill and mindset can help to make the investment worthwhile. Also, to ensure the audience you reach convert to qualified leads, digital marketers need to regularly meet with teams. A monthly meeting should be scheduled at the very least.
Tip: More and more marketers are crowding many digital communication channels today. Try making use of tacking pixels and cookies to reach people who’ve visited your site or joined your email list. This will help you get noticed. Go beyond targeting age groups, gender, and education. Focus on gaining interest by reaching customers’ needs and wants— their intent of purchase and relevance to life events.
Problem #2: Writing Off Email Marketing
It’s true, Social Media and Mobile marketing have been creating a lot of buzz lately, and should be a marketing channel implemented by companies. However, do not neglect email marketing for that can be a costly mistake. A recent survey from MarketingSherpa found that 91 percent of U.S. adults say they like getting promotional emails from companies they do business with. Of those, 86 percent would like monthly emails and 61 percent would like them at least weekly.
Solution: By combining email with insights gained from customer data from channels like social media, marketers can achieve heightened level of personalized marketing techniques that meet customer demands. There are many email marketing platforms such as Constant Contact, which companies can use to reach their audience and appeal to their wants and needs in a neat and attractive fashion.
Problem #3: Ineffective Use of Social Media
Sadly, many marketers today forget that social media is all about engagement, rather than broadcasting. Instead of taking the time to build relationships and form a fan base, many resort to buying social media followers. Unfortunately, they end up falling into the trap that having the most followers on your accounts is the be-all-end-all of the game. Sure at first glance it makes you look reputable, popular and well-established. People however, are becoming savvier about social media. They can determine if you’ve bought fake followers. The results of being caught are far more damaging to a company’s reputation then a small number of followers.
Solution: Instead of treading into “untrustworthy” waters, look to build a network of real people who are likely to become potential clients. Post engaging content that demonstrates the importance of quality over quantity. Less is more in this aspect because engaging material speaks volumes and has the power to strengthen customer loyalty and advocacy. Whereas an abundance of mediocre work will likely have the opposite effect. So build your community through engagement, answer questions and share thoughts. It will help you to build deeper relationships that can impact a company in a positive manner in the long run.
Problem #4: Misuse of Data
According to a 2014 study by Digital Roadblock: Marketers Struggle to Reinvent Themselves, 76% of marketers agree they need to be more data-focused to succeed, yet they aren’t using data to make informed decisions. However, just because businesses are investing more into online channels, doesn’t mean they’ve perfected the art of digital marketing. Many lack proper vision, planning, and commitment while trying to implement digital marketing strategies. This results in rushed work, choosing products or technology that may not be able to solve the important problems at hand.
Solution: Take baby steps. Only acquire data that will actually solve a business problem. Before verifying the proper technology, establish goals and develop plans that will guide your marketing path. Prior to adoption, thoroughly research available technologies in the market to ensure that it is the right fit for the company and its needs, and will integrate well with existing platforms.
Problem #5: Forgetting to Measure Results
Further on the topic of rushing technology, many companies rush into implementing new changes and marketing strategies. This results in neglecting the fact that consumer behavior ultimately drives brand success or failure. Neglecting to look into insights from incoming data and maintaining a “business first” standpoint or attitude is very harmful for a company. This means as previously stated, that you are ignoring your own customers’ needs, desires, bad experiences, and demands for digital engagement.
Solution: Always make sure the money and effort you spend on your digital marketing campaigns are worth it by using Google Analytics or another analytics tool to measure your results. After analyzing the results, organize campaigns that build on customer insight, strengthening trust in order to cultivate the right relationships necessary for continued success. But keep in mind, digital marketing will always be secondary to an actual relationship, so companies still must maintain a real, human contact and approach with customers.
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