The digital marketing landscape is constantly changing and evolving. With new platforms emerging and the habits of consumers ever-shifting, businesses need to be able to adapt their strategies quickly. But in this environment, it’s easy to make mistakes that can negatively impact business.
Here, Cristiano Winckler at Somebody Digital explains the five most common business mistakes in digital marketing.
LACKING CLEAR GOALS & NOT TRACKING PROGRESS
You might be constantly posting content, running ads on several platforms, and engaging with social media comments, but without specific and measurable goals, you won’t know if you’re reaching the right people or achieving any useful and meaningful results. Without a specific goal, your team might be working on different projects that don’t fit together, and can lead to confusion for your audience, and ultimately a lack of impact and results.
Setting SMART goals, that are Specific, Measurable, Achievable, Relevant, and Time-sensitive, is crucial – as is tracking key metrics like conversion rates, website traffic, and engagement, to make sure that you’re on the right path. Keep track of your key performance indicators, KPIs, to measure the success of your campaign.
NEGLECTING YOUR WEBSITE & INCONSISTENT BRANDING
A user-friendly website is essential. If your website is outdated and not optimised for mobile use, not only could you lose out on business due to potential customers not being able to use your site, but you can also be penalised by Google, and not rank highly in searches.
It’s also important that your branding is consistent throughout all platforms, from your website to social media posts. If your updated branding, new logo, and colour scheme is being used on social media, but doesn’t match your website, it can confuse customers and weaken brand recognition and trust; consistency is key.
NOT UNDERSTANDING YOUR TARGET AUDIENCE
Not clearly understanding and defining your target audience can mean that your carefully planned marketing campaign will be ineffective. Instead of something generic, make sure you do thorough audience research to make sure that your content is not only reaching the right demographic, but is tailored specifically to them. If your marketing doesn’t resonate with your audience, you’ll see low engagement and conversions – and it will be a waste of your time, energy, and budget.
FOCUSING ON QUANTITY OVER QUALITY
In such a saturated online landscape, it can be tempting to bombard your audience with content to try and cut through and be seen. But generic posts and ‘fluffy’ content can have the opposite effect. Focus on creating high-quality content that provides true value to your target audience, from helpful TikTok tutorials to insightful Instagram posts. By prioritising quality, you’ll establish yourself as an expert in your industry, rather than just a brand that posts every day for the sake of it.
FAILING TO ADAPT
The digital marketing world is always evolving, and businesses that stay ahead of the curve can quickly fall behind. Sticking to outdated tactics and not adapting to the constant changes in the digital marketing landscape will make your efforts less effective – almost invisible – and will cause you to fall behind your competitors who are keeping up with new technology and trends. Stay up to date with the latest digital marketing tools, trends, and practices, and be willing to adjust your carefully planned strategy to keep up.
