Mistakes happen in the digital marketing world but some mistakes happen more often than others. A well run digital marketing campaign can help a small business grow while one filled with mistakes can be costly. Try to avoid these common mistakes and you're more likely to find success as you navigate your business through the digital atmosphere.
5 Common Digital Marketing Mistakes
- Talking to customers instead of with them. In the age of digital marketing you should be talking with your customers, not to them. Engage people buy sharing educational content. Ask them questions to see what they are interested in. Figure out a way to inspire them. Your customers can be one of your greatest marketing assets... if you engage them properly.
- Not having a plan is one of the biggest mistakes a small business can make. You can pick the small businesses who don't have plans fairly easily in the age of digital marketing. You'll see Facebook posts thrown up when they have the time. You may go days without a Facebook post and then see three go up at once. The blog hasn't been updated in two months and Twitter doesn't have a single conversation. A plan will help your small business stay on schedule and it will make it easier to track your results (see point 5).
- Hammering home the same message over and over again. Have you ever seen the Family Guy episode where Peter Griffin sings the song "Surfin' Bird" over and over again? It's like that. Some marketers believe it's best for everyone in the organization to repeat the same message to their connections. A slogan or catch-phrase that will get people's attention. The truth is you're going to annoy your customers. Share content and information your customers will find interesting. If it's not interesting, they are not going to read it or share.
- If you are not adjusting to digital marketing, you are making one of the biggest mistakes a small business can make. I meet with small business owners on a weekly basis and I often hear that their customers are not using the social media or search to make purchases. I explain that the purchase may not be made online but your customers are doing research online. Even if you're a local store, people do research on their computers, tablets and mobile devices before buying. If your business isn't getting found, you're missing out on revenue.
- Not tracking and analyzing your digital marketing efforts is one of the biggest mistakes a marketer can make. Using free tools like Google Analytics, Google Webmasters, and Facebook Insights can help you see what's working and what isn't. Digital marketing plans may take time to see true success but I recommend evaluating your efforts on monthly basis. This will allow you to see where you can improve or if their is an opportunity to connect with more people.
Digital marketing has disrupted the way people find businesses and the how marketers can connect with customers. Instead of jumping right in, take the time to understand how digital marketing works. It's most cost effective to do things right the first time than to do it wrong and have to fix your mistakes.