Digital Marketing has become one of the best ways brands reach new clients, engage existing ones, and develop comprehensive strategies for the brand’s growth and profit.
Today let us take a look at some common mistakes brands commit and how best to avoid or rectify such errors in digital marketing.
Ten sins brands commit on digital marketing and how to avoid
- Not Establishing a Strong Brand Presence Online and Offline:
Going digital is great, but it doesn’t have to be at the expense of losing your offline presence. The truth is that you need both; visibility online and offline, it’s not an either-or game here. Maximize both platforms.
To begin with, focus on creating a strong brand presence in your small niche, then translate that online. Get these few things right; Make sure you have a unique brand identity; your differentiation factor is correct. Establish why you matter, what your brand is about, online, and if you already have a strong offline presence, bingo! If you need to go digital, go with a bang! Please make the most of it.
- Buying Generic Data
Brands may benefit from research-based data to drive their business online, however, if these data don’t meet the specific needs of the brand, i.e., the target audience, demographics, etc. such data would not help much. An example is the purchasing of email addresses, contact numbers for broadcasting advertising messages
Yes, you can leverage on contact email addresses and contact numbers, however, if they are not targeted, and they are just generic contacts and email addresses without any good lead generation methods to get this data, you are not going to help your brand. The caveat is not to buy generic data for digital marketing, but to use meaningful ways to capture leads. It could be by having a landing page, email subscription opt-in on your site, Facebook lead generation tactics, etc. These are legitimate means of getting meaningful data.
- Not Having a Specific Goal of Being Online:
Some companies or brands get online because they must be online; doing it because their competitors are doing same So they get hooked online, on social media on the website but no clear-cut goals, strategies and action plans to help their brand. If you are going online and into digital marketing, make sure you have a clear focus on why your brand is going online. Your why would determine what you do online and how you do it. It prevents lots of try-and-error. It would be best if you had a clear action plan on what to do as you go digital. Plan and prepare before you go online!
- Using The Same Social Media Strategy for Every Platform:
There are numerous platforms, and though some may be similar, they all have a unique way of being effective. Though they may serve quite several similar purposes, the platforms are different. The audience might differ in their actions and their responses. So don’t use the same social media strategy for Facebook, Twitter, LinkedIn, Instagram, Snapchat…no no-no. All the platforms are different. To differentiate and set your brand apart, develop unique strategies per platform, and your audience will provide you with better results and increased return on investments.
- Not Engaging with The Audience Online:
Once you have an audience online, you need audience engagement to grow your brand. You don’t just broadcast, post and share; no! You need to engage and indulge your audience in your process. Get them hooked into your digital marketing campaigns so that you keep them always re-visiting your pages and your website. Key take home: forever, and consistently engage your audience. Ask questions and respond to their needs. It’s a dual-channel approach and not one dimensional. Without engagement, you endanger your brand.
- Failing to Optimize Your Pages and Websites:
This is critical, especially in this age, where we need things as fast as it could ever be. Nobody wants to wait even for a minute for a website page to load. The truth is that your website and landing pages need to load fast. Get it well optimized. Remember that your competitor is only a click away so if you delay, they move on. You need to correctly optimize your social media pages and sales channels, to get the maximum results. Additionally, if your website is outdated, you have lost the race – dead on arrival. So make sure you optimize your lead pages/websites and keep everything up to date. Stay current with speed or risk being ignored!
- Brands Failing to Use Digital Automation Properly:
Digital automation has become a game-changer in digital marketing today. There are a lot of digital marketing automation tools to help you in automating processes. Still, if you don’t understand how they work but jump in and use these digital automation tools, your brand will not have the desired outcome and may risk being penalized. It’s imperative first to learn what tools can help your brand and then how to use it effectively. It’s only in doing that, that you are sure to get the best out of automation. Speed is relevant, but it requires direction and focus!
- Depending Too Much on Manual Approach –
Use Data: Yes, there are things you need to do manually, mechanically, but you need data to back it. Rely on data, count on analytics to help you in your digital marketing approach online. You need data to drive a decision, data to help you reach your audience, data to meet their needs. So, get that information; as much as you can of it! In a data-driven digital economy, data has become the new gold; he who has data has the power. Get as must data in every area of your digital business and brand, then leverage it to your advantage. Key areas to focus: Get Google analytics for your lead pages and website, dig deeper into Facebook analytics for insights and decision making.
- Failing to Get Feedbacks and Not Implementing Feedbacks.
Feedbacks are ways brands can look back, so that if you are not getting feedback from your clients, customers online, and offline, you are making a big mistake. The reason is that their input will help you know where the loopholes are and what to amplify, what to reduce, and what to solve. To make the most of feedbacks, always listen and ask for it! As much as you can, implement the right feedbacks to help your brand thrive.
- Not Being Accessible Via Local Search:
Going global and reaching a wide range of audiences is excellent; however, every global brand has a local home. If you can’t be accessed via a local search, you may be losing some business as well. That gives you an upper hand because when people move from city to city, country to country, or town, they want to search within the locality to see whether they can find your brand/product or services if they can find you easily, great! So ensure that you are easily accessible on a Google Map search within your area. Go global and stay locally available.
If you work on these things so well, you are sure to make the most out of your digital marketing strategies.