5 Digital Marketing Mistakes That Will Destroy Your Strategy
In our tech-driven world, it’s no surprise that digital marketing has become essential for businesses of all kinds.
According to Statista, digital marketing spend grew by 14.3% year-over-year from 2020 to 2021. It’s clear that American business owners understand the need for online promotion.
That said, digital marketing success isn’t guaranteed. If you’re not well-versed in the basics, you could easily derail your strategy before it really has a chance to take off.
With that in mind, we’re sharing just five digital marketing mistakes you’ll want to avoid when promoting your business online.
Ignoring Your Audience
Many brands make a crucial mistake from the onset: they don’t understand their customers.
If you don’t know who your audience is and the challenges they face, your marketing won’t resonate with them.
In order to develop a truly effective strategy, you need to put the focus on your customers and learn everything you can about them.
Whether it’s a post on social media or a static page on your website, customer-centric content can allow you to connect with a customer on an emotional level that builds long-term trust and loyalty.
Ignoring your customers won’t help you increase sales. By using your customer knowledge to drive your strategy, you’ll effectively forge connections and get to the heart of what your customers really care about.
Using Outdated SEO Techniques
Search engine optimization, or SEO, is one of the most cost-effective ways to drive traffic to your site and reach your target audience. By ensuring that search engines know the value you have to offer, you’ll be more likely to show up in relevant search results.
That said, SEO evolves rapidly. The tactics professionals may have successfully used five years ago won’t fly today. In fact, following outdated SEO trends can have an adverse impact on your site’s ability to appear in search results at all.
Whether you go the DIY route or you partner with a white label SEO company to fulfill your marketing needs, it’s important to follow all current best practices. If you unknowingly (or, worse yet, knowingly!) engage in techniques that Google has more or less outlawed, you could risk damaging your brand’s reputation.
Be sure to avoid what are known as “black hat” SEO techniques like keyword stuffing, content spinning, and spammy link-building. Using these techniques in an attempt to trick search engines won’t work. Google wants to reward sites that provide real value for their customers, so it’s better to put effort into an updated SEO strategy than to try to cheat the system.
Being Overly Promotional
Because you’re ultimately trying to sell your products or services, you might believe that centering your strategy around your offerings is the best way to go.
But customers are bombarded with ads and sales pitches all day long. While it’s occasionally appropriate to market a specific product or service, the vast majority of your marketing should actually be focused on providing valuable information to your customers that can solve their problems.
Although it might not seem like this is the best way to increase sales, this can help your brand stand out from the competition.
Customers don’t really want to be sold a product or a service. They just want to find out how to improve their lives. If you can provide a solution, customers will have positive associations with your brand. And when it comes time to make a purchase, they’ll think of you first.
Before you publish a new post, ask yourself: how does this add value to your customer’s life? If you’re posting a lot of hard sales pitches, you aren’t going to see much of a return. But if you can provide the information your audience needs to quickly solve an issue – with no strings attached – you’ll show them why they should do business with you.
Assuming Paid Ads Are All You Need
Digital ads can be a great addition to your marketing strategy. But remember that the whole is greater than the sum of its parts.
You shouldn’t rely solely on any one marketing technique to achieve your goals. Putting all of your proverbial eggs in one basket isn’t a wise move – and in the end, these techniques work best when they support one another.
Although paid ads can drive more traffic to your site within a short amount of time, they can’t fix messy web design or help you build brand awareness over a long period. Ads can be costly – and if you’re targeting the wrong audience, you might not see the results you’re hoping for. What’s more, many customers have learned to tune them out.
It’s best to think of paid advertising as just one part of your larger marketing strategy. They can work wonders for many brands, but they aren’t all you need to reach your goals.
Failing to Prioritize Consistency
With any type of marketing, consistency is key.
You can’t expect to be successful if you aren’t making the effort on a regular basis.
While it’s easy to let marketing fall by the wayside, it’s critical to your business that you execute your strategy in a steady fashion.
In other words, you can’t simply publish a new blog post whenever you remember or take months off from posting on social media.
To keep your brand top-of-mind and improve your search engine rankings, you’ll need to keep your website and other channels fresh and new.
This will remind your customers about what you have to offer, help you reach more people, and improve your website’s authority.
When you keep at it, you’ll be able to drive traffic to your site and increase your revenue in a predictable way. If you’re unable to keep up with your marketing on your own, it’s worth exploring your options for support.
Understanding the nuances of digital marketing can be a tall order. But if you avoid these common mistakes, you’ll be better-equipped to compete online.