For some online marketers the thought of Digital Marketing and the integration and adoption of the same lies with the perception that you can do digital marketing repeatedly while experimenting and trying to find the perfect combination that in a way would fit in to the demands of their particular niche or industry. For them, mistakes and mishaps are a given factor that either you live up with or give up with. It means, for some of those practicing digital marketing, mistakes are quite common and comes with acceptable risk.
But does it really need to be that? Bluntly, if you’re doing online marketing and uses digital marketing, things you have done wrongly gets magnified a thousand fold. Why? Because, frankly speaking, thousands or even hundreds of thousands of your target viewers and searchers could see your mistakes and could cost your brand or enterprise a greater amount of money not to mention the wasted effort and quite worst, your online reputation. Such are unacceptable risk caused by figuring out which combinations could potentially unlock the gateway to your success digitally.
“The fundamental problem with Digital Marketing is that everyone pretends to know it best without seeing the intrinsic values that affect its effective implementation.”
Pang Seng Ong
CEO RapidCloud Singapore
With this article, we hope that we can spare you the pain of going back to the drawing board and looking for the proverbial needle in the digital haystack where you did wrongly. Below, we’ve outlined the common mistakes digital marketers do and how you can veer away from it.
1. Data Overload.
The number and sources for data that digital marketers can use are quite staggering! In the digital world, almost every step of the digital marketing process— from ad targeting, ad serving, interaction of users and searchers and conversion— can track and analyzed. Bogged down.
Websites provide analytics, Google has a free analytics that can help understand the inner working of a brand’s or business’s website. Social media platforms have metrics that can be segmented and provides a fresh view how your campaigns work – which ones do better or those that doesn’t. Those data sources – metrics and analytics – provide digital marketers an unprecedented view on how to optimize digital campaigns to make it better and more efficient. The problem is the sheer volume of those data that tends to overwhelm marketers. Compiling, analyzing, cross-referencing, and understanding those figures can literally blow your heads to the top.
How to overcome? Begin by outlining which ones are very important with you now. Ask questions to set your direction. Ask yourself what you need to know first. Are you looking for data regarding website visitors, time spent per page, pages most visited or pages and content that visitors interacts the most? Are you trying to find out heat map clicks, scroll map data, or the navigation paths taken by your site’s visitors?
Do want to find out your click-through or conversion rates first? To avoid being flooded by all the data available to you, a good way is to temporarily sit back and ask questions that need to be answered immediately. Set your compass, so to speak. Once you’ve set your direction, you can have a better way knowing which data you need to see and check first.
2. Narrow Focus.
Digital marketers are faced with many responsibilities. While it is true that it varies according to niches and industries, some of the commonly given responsibilities for digital marketers are: search engine optimization (SEO), paid search (Call-ads, PPC etc.), social media marketing (SMM), conversion optimization; the task keeps growing according to the complexities of the industry or niche a digital marketer belongs. Narrowly focusing on only one of the many responsibilities (example, focusing on SEO alone) of without seeing the overall picture tends to give a marketer a myopic view of the overall campaign that needs to be undertaken. Fact is, all are just of a whole and are interrelated.
One of the most obvious example is search engine optimization (SEO) and paid search. The foundations of both are built on keyword research and the optimization of those keywords and phrases for the uses of the target online searchers and users. If, at present, you are in charge of both paid search and SEO then you have realized that the lessons learned in paid search can also help SEO or it could be the other way around in a seemingly symbiotic way. A concrete example would be knowing which keywords on paid search gets high volume impressions and clicks but falls on organic ranking. If you concentrate on paid search alone and don’t know the potential value of what you are doing for SEO or vice-versa, then you’re totally not seeing the overall picture of where the campaign is going.
How to overcome? It would be important for you to know what is running in all areas of your initiatives on digital marketing and not just in your particular area. Your website conversion optimization, search engine optimization, search engine marketing (SEM), social media, and content marketing should all align to your digital marketing goals and objectives. Every aspect of digital marketing should complement the other and should not standalone. This is for the reason that phrases that have large search volumes and conversion rates in paid search can inform those creating content for your brand, ecommerce site or blog to use researched keywords on SEM to compliment and drive your SEO towards an enhanced or improved conversion rates. Your optimized content can also be promoted on social media, where user engagement metrics can inform you further of where to improve on your optimization and what new topics and keywords for where generated by the users and viewers which you can explore and use to your advantage. This multi-channel strategy should also extend further than your in-house team to your digital marketing service provider, if you are employing one.
3. Leaving your digital marketing service provider on their own.
Many businesses and brands nowadays rely on digital marketing agencies to implement, manage, support, and monitor their digital campaigns. That is good because not all are created equal in digital marketing. Your brand’s marketing team might not be too well informed to handle the intricacies of doing online digital marketing. The problem is those digital marketing providers do not necessarily know everything about your brand or business. Yes, they might be knowledgeable or experts in doing what they do best but without the necessary knowledge on your brand or business and without your guiding hand, everything they would do would be generic. It does not mean we are dissuading you to use the services of digital marketers! Reputable digital marketing agencies and service providers do make wonders and do help businesses especially in augmenting resources and providing the expertise you need to grow on the digital world.
However, for the service provider to be effective, they must have a clear understanding of your brand, business, or enterprise. They must have a working knowledge of your market, your marketing goals and objectives. There are a lot of digital marketing service providers out there and they are quite knowledgeable in everything about Google, SEO, SEM, PPC, social media marketing and others. But if those service providers vaguely knows your target audience and barely understands your brand or company’s marketing strategy, they would be constrained to fully use their knowledge to fully optimize your digital marketing campaigns the best way they could.
How to avoid this? Talk with your digital marketing service provider. Make sure that your service provider understands your market niche and your industry. Align your marketing goals, objectives and principles not just your chosen KPI’s for digital marketing. Offer feedbacks regarding industry changes and developments that may affect the strategies they might use or may affect their performance. A good way to align with your service provider and stay in sync is to have periodic check-ins (possibly on the start weekly and upon progression, monthly) and cyclic reviews.
4. You’re not planning or strategizing for success.
Digital marketing is an inexpensive, cost-effective and cost-efficient way to communicate your brand, product or service. It affords marketers a flexible way to communicate directly with their target audience. BUT, there’s a but there. For digital marketing to be effective and efficient, you need to plan for it. You don’t do digital marketing now and just leave it. Some marketers, when done doing research regarding what they need and how to achieve their marketing goals basically stops on their track and let the marketing forces and factors do its round. On the contrary, that is only the beginning.
How to avoid this? It is imperative that you create a well-rounded map that lists your brand’s goals taken as a whole of your marketing standpoint incorporating digital front.
This direction-based road map of your marketing should enumerate target site visits, number of impressions, click-through and target conversions. Planning involves incorporating everything and anything you would use to send out the message. Don’t do your marketing piecemeal by piecemeal. Either you do a well-rounded marketing or you don’t. There’s no in-between because everything you do is an indispensable and integral part of the whole of your business or brand’s success.
In a nutshell, planning means looking into the future while learning from the past and working for the present. Future-proof your business by planning and anticipating and incorporating current digital marketing trends.
5. Not learning from what others have experienced.
Sure, not all that went well with other brands or businesses can be used or applied to your business to be successful. The internet and digital marketing has leveled the playing for marketers. Given this fact, part of your learning curve should involve knowing which combination of digital marketing techniques worked for others, especially your competitors. There is also a lot of learning that you can glean from the mistakes made by others and how they have beaten back obstacles and how they rebound. It is okay to believe in yourself, your abilities, and your knowledge. But what you know might not be enough or how you comprehend things might not what it seems to be ergo not having the appropriate skills needed to mount a well-rounded digital marketing campaign that will compliment your overall marketing strategy.
How to overcome this? Connect with organizations and experts that can help you out of digital marketing woes or advice you before making any decisions. Look and learn from your competitors’ campaigns not to mimic them but to guide you as you innovate. People, organizations and companies making a living out of providing digital marketing platforms and services can be ask of and sometimes offers free seminars and couching. Grab these opportunities and learn from them.
6. You’re not familiar with the best digital marketing platforms.
Indeed, there exist many possible digital marketing methods. You can do site optimization (both on-page and off-page), search engine marketing (call-ads, PPC and others), social media marketing and whole lot of more or a combination of any. In the marketing standpoint, you need to familiarize with these and the potential values it represent for your overall marketing objectives. Repeatedly, digital marketing is ever growing and evolving. Every single day innovations, techniques and tools are create all to provide brands and businesses an environment wherein they can meet competition head-on and succeed in the digital marketplace. You should grow up with these changes too. Don’t focus on one other thing before realizing you need the other. Familiarize yourself with the available digital marketing platforms and know the basics.
Stay on top of what is happening in the digital world, know what the latest trends are based on your industry or niche. Be an industry leader in using and combining online marketing methods and techniques.
7. You don’t understand analytics.
In conjunction with data overloading, completely not knowing or understanding analytics leaves you vulnerable. True, there are sources of available data for your website, ecommerce site and even with the social media platforms you use. But do you understand the basics of the figures and data being generated by those analytics? Understanding analytics is quite daunting and it tends to overwhelm your mind with the staggering volume of available data generated by those analytics, but it’s very important that you have a working knowledge of how those analytics help you in discerning areas of concern for your website, ecommerce site or social media platforms.
How to overcome? Ask questions! Read articles and blogs. Join forums and online discussions. Subscribe to newsletters from reputable digital marketing companies that can help you learn more how to understand and interpret analytics. The list of what you can do to learn more about digital marketing is endless and the only reason you cannot do this is you do not want to.
The biggest blunders are usually caused by some miniscule, seemingly inconsequential choices you might make just to find where you can succeed on the digital frontier. It is not bad to experiment but form your hypothesis around identifiable and workable problems. You cannot conjure success out of thin air especially that the world we live in has dramatically changed over the past decades or so.
Time and again we have emphasized the fact that the playing field of marketers has been leveled by the advances made in online digital marketing. Incorporate these advances or combine them towards achieving your business goals and objectives. Digital marketing is always changing and always evolving. The flexibility it offers gives marketers enumerable permutations to mold these exciting new tools according to the explicit needs of any brand or business.
So which mistakes have you committed? How did you learn from them? Hit the comment button below and share your thoughts with us.