By 2023, the global spending on digital marketing will grow by $146 billion. More and more brands adopt cutting-edge technologies and focus on winning strategies to drive success in the digital era. However, they very often make the same mistakes that affect their conversion rates and ROI.
Here are the top 10 digital marketing mistakes brands regularly make, and how to avoid them:
1. Executing strategies without having clearly defined audiences
Many brands believe that the key to business growth is targeting a wide market, but the truth is that only very few people will bring in most of the business’ revenue. The solution is to identify ideal customers by creating buyer personas.
2. Focusing on features over benefits
Brands repeatedly make the mistake of highlighting the features of their products rather than the benefits they carry. Instead, they should clarify their offers’ desired outcomes and how it solves customers’ problems.
3. Neglecting SEO
While many brands fail to stay on top of SEO techniques, optimising for search engines is the key to brand exposure and organic traffic. Brands should focus on keywords, quality content, mobile-friendliness, backlinks, image naming and URLs.
4. Having no clear strategy
Often businesses invest in campaigns without having a vision or structure, making it hard to measure their efforts. Brands should define their audiences, goals, the tools and channels to use as well as keep track of their progress.
5. Spending recklessly on paid ads
Paid ads can be costly if executed without a solid strategy. To make sure they reach the right people, brands should research their audience and segment it into groups, run A/B testing and define their budget smartly.
6. Expecting results overnight
Business owners can get demotivated if they don’t see immediate results, but campaigns can take time to succeed. Instead of giving up too early, they should be patient, consistent and try out new methods.
7. Posting on social media without a plan
Using social media aimlessly, a common mistake, often leads to poor social ads that result in negative emotional responses. Businesses should set clear goals, find the right platform and discover the best posting times. They should also be consistent, team up with influencers and engage with followers.
8. Not using social proof
Many brands fail to include social proof on their websites and it is actually the most effective content marketing tactic for lead generation. Incorporating case studies and success stories boosts credibility and influences leads’ purchasing decisions.
9. Blogging just for the sake of blogging
When brands only post content because they’ve heard it carries certain benefits, they can damage their credibility. To generate leads and see positive ROI, brands should only publish high-quality and valuable content that is relevant to their audiences.
10. Focusing on quantity over quality
With the aim to produce more content and improve SEO, brands often deliver poor and irrelevant posts. Sometimes less is more. They should focus on creating quality articles packed with data, visuals, case studies and other elements that bring value.
The key takeaways in avoiding common digital marketing mistakes are defining the brand’s needs, identifying the right marketing channel and testing the efforts brands make.
ABOUT THE AUTHOR
Gabriel Shaoolian is Take2Strategy’s digital growth and agency consultant specialising in growing brands online. Take2Strategy provides services to startups and enterprises looking for market-winning business, web and marketing strategy.