Lack of focus on your marketing goals and audience
To create a solid digital marketing plan, you need to clearly understand your audience and the exact outcome you want to accomplish. In order to do this, you need to identify your ideal customer, which will ensure that your content matches with their specific interests and issues. Once you start attracting the right audience, setting well-defined, measurable targets will offer directional guidance and help in better analyzing the success rate of your digital marketing plan. In essence, you should be well equipped to track your goals, whether it increased traffic, improved social engagement, or more leads.
Investing time and effort in creating buyer personas is a useful technique that can help you identify your customers, address their problems, and provide solutions. Simply put, a buyer persona is a representation of your target customer based on market research and actual data about your existing customers. The more details you can gather, the better – you can add demographics, behavior patterns, motivations, goals and much more. By providing beneficial insights for your company, buyer personas will help determine where to focus your time, how-to guide product development, and allow for alignment across the organization. Gradually, you will begin attracting profitable leads and valuable customers to your business.
Poorly documented strategy
Failing to map out a crystal clear plan is among the biggest digital marketing mistakes many people make. As discussed, it is extremely important to establish your goals, but it is also critical to clearly map out the activities your business will do in order to make them happen. It is enough to focus on two or three digital strategies at a time; by testing and refining your techniques, you can find out what works and what doesn’t.
Not analysing results
Another important thing is to analyse whether the time, money and effort you spend on your digital marketing campaigns are worth it. You have a lot of online tools at your disposal, and once analysed, you should update your strategies and strive to improve results. Unless you track your marketing and advertising efforts, you will never know whether your strategy is working or not.
Quantity over quality is a big NO
This has been said over and over again, and cannot be emphasized enough – you need quality content be it on a blog, on YouTube, or even a podcast. Your content needs to be super appealing to people so they crave more of it, and want to keep returning to your channel to get more of it. Our inboxes and social media feeds are jammed with content, and literally overflowing; so the last thing we need is even more boring content. The material should be remarkably informative, inspiring or entertaining (or all three!) to keep your visitor engrossed, else he will move on to the next one. For instance, instead of pumping out a dozen low-quality articles a month, focus on just one or two superbly written ones, and you’ll gradually see traffic coming your way. Once you see some movement, you can always pay a bit to increase the flow.
Mindlessly following the latest trends
If it ain’t broken, don’t fix it. You would do wonders sticking to, and improving on what has always worked best. Technology is moving so fast today that new platforms, tools and techniques are being thrown at you every day, but instead of hopping on and off, you should concentrate on your strengths. Of course, you can try something new if it feels promising, but not at the expense of a worthwhile channel or tool. Remember, “digital” is there to help you with “marketing”, and not the other way round. The spotlight should be on retaining existing customers as well as acquiring new ones through quality content, great offers and flawless campaigns.
Social media posts without a goal
We all know that content is king, and creating quality material will always be preferred over vast quantities of junk posts. That said, generating content that engages your audience is one thing – definitely a best practice for social media marketing – but simply posting it without a clear goal is a definite no-no. Your post should be able to connect with your followers, add value, elicit a response, and get them to take a specific action.
Reluctant to spend for traffic
Back in the day, before Google and Facebook became the giants they are now, website traffic was free, easy, and more or less straightforward. Even SEO wasn’t as complicated as it is now. With millions of websites flooding the internet and vying for a customer’s attention with content and offers, it is only natural that the importance of search engines and social media marketing have shot through the roof and, as with most things these days, increased visibility means you have to pay for it. Be it Google, Facebook, YouTube, Instagram or any other popular channel, you can set a budget to increase your traffic and reach your goals.
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