It is easy to get sidetracked when it comes to digital marketing. There are so many distractions. But the truth is, digital marketing is super effective if you know what you are doing, do it consistently, and then measure the results. To make sure your marketing is as good as it can be, here are 8 marketing mistakes that you’ll want to avoid.
Not Building a Consistent Brand Across All Channels – When you build a business it is vital that you take the time to build a brand that speaks to who you are as a business, who your ideal client is, and what it is that you can do for them. This will be displayed in your words, colors, products, services and even actions across all marketing channels. Marketing used in channels such as social media marketing, your website, and even offline marketing should all quickly be recognizable.
Not Watching Your Competitors Closely – No matter how small of a business you may have, researching your competition can be very informative and lucrative. You can find out how your competition services your audience, what people like about them and do not like about them, and how they deliver their products and services – including what type of quality they produce. All of this information can be used to help you become better.
Focusing on the Wrong Goals or Not Knowing Your Goals – When starting any marketing campaign it is imperative to understand what your goals are. Not only that – you must be specific about your goals. If they aree not measurable or even attainable in the first place, then you are setting yourself up for failure. Spell out every result you hope to obtain from every action.
Using Free Websites and Email Addresses – If you want to be taken seriously as a business owner in digital marketing, you really do need to purchase hosting, and you need to self-host your website – including setting up @yourbusiness email addresses. You can still use free email addresses to sign up for mailing lists, and even use them in marketing. But, when it comes to communication between you and your customers, you should have a professional email address that people are positive come from your business.
Not Creating Sales Pages That Convert – So many people have wonderful products and services, but they forget or think they can skip the process of setting up a sales page. Sales pages help target the right information to the right audience member to let them know about the benefits of your products and services to them. Explain that you know their pain points, and you know how to fix them. You have to let them know how you will solve their problems.
Registering Your Domain for Only a Year – When you choose a domain name for your business, the longer you register it for, the more legitimate your business will appear to be to search engines. When you do it only a year at a time, it can create a problem of trust. Plus, you get a discount for doing it longer anyway. This is because people are going to be more trusting of domains that are registered for longer periods of time.
Avoiding List Building – So many people will loudly proclaim that email marketing is dead and not as important to digital marketing as it used to be. But nothing could be further from the truth. Email marketing is essential to the success of any digital marketing endeavor that you embark on. Build a list for each new product, and a build a general list for your business too.
Not Measuring Performance – No matter how great your plans are, if you do not know whether what you are doing is working or not, you are just shooting in the dark. Shine a light on every action you take to be sure that you get an agreeable return on investment. Use the tools that are inherent in each channel such as Facebook analytics, Google Analytics and so forth, to help you determine if the actions you are taking are getting the results you desire.
Common digital marketing mistakes can cost you not just a few dollars here and there, but they can cost you your entire business.
Rich Thurman’s passion is helping small businesses realize their full potential. With twenty years of real world experience in both small and large business, Rich has worked for and with both global industry leaders and small-town family-run storefronts.