You may have an unbeatable product. You may have an idea with the power to change the world. But if you don’t know how to market your business properly, no one’s going to know that your brand even exists. The digital landscape is always shifting, so your digital marketing methods need to be unique, cost-effective, and strategised. Without these components, your marketing could become nothing more than a money-swallowing black hole. Here are 10 common mistakes people make with their digital marketing, and how to turn that black hole into a supernova.
Website neglect
There are now over 1.5 billion websites on the web. To direct traffic to your website, it’s not enough to hit and hope. You can’t rely solely on the strength of your brand and hope customers will find the website on their own. To make sure your website is turning up in search engine results pages (SERPs), you need to invest your time and money into Search Engine Optimisation (SEO).
SEO happens in a number of forms, from integrating keywords into your content, to increasing website speed. It’s all about making your website as user-friendly as possible, so that Google ranks it higher, and customers can convert faster. Want to know more? We got you covered: read our blog on 6 top tips for improving your SEO.
Missing your target audience
Heaps of traffic, but no conversions? It may be that you’re going over your target audience’s head. You may want to revaluate the digital platforms you’re advertising on. It’s no use doing all your marketing on Twitter if your target market is over 65s, for example.
It also may be the case that your target audience is too broad. Remember, in trying to please everyone, you please no one. This is why it’s vital to narrow down your audience, research what they’re after, and strategise how best to deliver it to them.
Forgetting about mobile users
Everyone and their dog has a phone. Yet making websites mobile-friendly is something so many businesses are forgetting to do.
Remember, when people go online to buy something or look something up, they want to do it as quickly as possible. They don’t even want to get off the sofa to do it. Ensuring all your digital content is accessible on mobiles will put your business literally in the palm of their hand.
Overbudgeting in the wrong places
In the labyrinth of digital marketing, it may be that you’re overinvesting in areas that aren’t right for your business. For example, you may be spending tonnes on paid ads, but hardly anything on content or web design. In this scenario, your website will have great visibility, but people won’t like what they see.
When deciding where to put your money, think about what it is you want your marketing campaign to achieve, and which strategies can serve this goal the best.
Not having a blog
What do you mean your website doesn’t have a blog? A regularly updated blog is one of your best assets for engaging with customers, establish your authority, and build your brand. Without it, you leave a gaping hole on your website begging to be filled with content.
According to HubSpot, websites with blogs have 97% more inbound links. That means better bot crawlability, better user experience, and a better chance of ranking in the SERP.
Clickbait
But you said to have blog content!
Well not like this, pal.
Exaggerated, dramatic headlines may drive clicks to your site. But if they lead to uniformed, underwhelming articles, all you’ll do is annoy people and damage your brand’s reputation. Instead, create content that has actual value, that teaches your customers something and makes them like and respect you.
Poor online customer service
If you’re not responding to emails, to blog comments, to reviews (especially the negative ones!) then you’re doing serious harm to your online reputation.
Conversing with your customers shows that you care about them. Bantering with them, listening to their concerns, putting a positive spin on negative reviews; all will help to build unique, personalised relationships with your customers and make them more likely to use your business again.
Unrealistic digital marketing goals
So many new businesses set themselves too big a target for their digital marketing, then end up doubting themselves when they inevitably don’t achieve them. It’s important to remember, for all areas of digital marketing, results don’t have overnight. Whether it’s SEO, email marketing or social media, building a reputable brand is a long-term process that requires a long-term plan.
When venturing into the digital battlefield, have strategies in the short, medium, and long-run to make sure you achieve your goals sustainably.
Doing all your digital marketing in-house
Don’t underestimate just how much work an effective digital marketing strategy takes to execute. You can be tempted to save some money and take a more DIY approach to your digital marketing. However, this runs the risk of your brand drastically underperforming in the online market. For example, while nurturing young talent is commendable, it’s probably not the best idea to put the intern in charge of all your social media.
For the best digital marketing strategies, and the best results, put your faith in the experts (us).
Following the crowd
Don’t be another rock in the landslide. Your brand is too good to not stand out from the rest. There are so many marketing trends and fads that companies get swept up in, but make sure to stick to your guns and pursue what makes you you.
If an ‘outdated’ channel is delivering results for your business, don’t feel pressured to switch it up for a newer model just because everyone else is doing it. In digital marketing, once you find your niche, everything begins to take off.
Strategic digital marketing across the UK
Digital Ladder is a digital marketing agency based in Bristol and London. We offer the full digital marketing experience, creating bespoke marketing strategies to take your business to the next level. To find out how we can build your brand, fill out the form below or contact us on 01934 318858.
We got all the bricks, now it’s time to build.
