The advent of the internet has drastically changed marketing dynamics. Many users can now be found online instead of in the comfort of their homes behind the TV or reading a magazine.
Meanwhile, some businesses trying to take advantage of the digital space treat it like traditional marketing.
According to HexaGroup, a digital marketing agency in Houston, TX, “Digital marketing is dynamic and requires lots of strategies to effectively leverage it. Launching a website is not enough”.
Below are some of the common mistakes made by businesses and why you should avoid them;
Thinking Launching of a Website is Enough
Building and launching a website is important for any business intending to strive in today’s internet world, but it is not enough, as stated earlier.
A website needs to have a good user interface to improve users’ experience. Not only that, you need to optimize it for search engines to boost visibility.
Search Engine Optimization (SEO) brings traffic at no extra cost for you, but you need to put in the work to get this.
Some of the ways to improve your site ranking on search engines include:
- Optimizing for mobile: Most of your site traffic will undoubtedly be from mobile as people use their mobile phones most. To leverage this large pool of users, make sure your site loads fast and displays well on mobile.
- Optimize for local keywords: Make sure your site contains informative content about your area of operation. You may also register your business on Google My Business to improve visibility when anybody in the area is in search of your services.
- Build quality backlinks: Search Engines accord authority and visibility to websites based on the quality of websites linking to them. Publish survey reports and original guides related to your products and/or services. Top sites curating related articles are likely to copy and credit you when using such information.
Failure to identify and analyze the targeted market
The main goal of marketing is to convert potential customers to buyers. Targeting prospects is easier in traditional marketing. For instance, if you are a real estate developer, your adverts can simply be placed in a real estate magazine.
Digital marketing is not that straightforward. You will need to section your audience based on age, location, interest, and the best time to reach them.
Advert platforms have made this easier by incorporating filters into their campaign settings where you can input all the parameters to ensure your adverts reach the people that matter.
To effectively leverage this, you will need to have done your research to identify and analyze your targeted market.
The type of product and/or services may also determine the best social media platform to target leads.
A company offering professional courses, for example, is better off advertising on LinkedIn than on Instagram.
Ignoring social media
Most marketing today is done on social media platforms. Consumers are six times more likely to purchase from a product page that includes pictures from social media.
When posting on social media, avoid unnecessary posts and focus on those that would engage. To build your social media audience, post not only your product adverts but also publish guides that would help anyone visiting your page.
This will boost your reputation and, thus, trust in your brand.
Also, check your competitors’ social media pages to see the kind of content they are posting and streamline those with the most engagements to adopt.
Not interacting with customers
Customers like to view brands as a person. This is why you will typically hear someone describing the customer service of a company as being rude.
Such description is not unusual because, throughout time, humankind has tried to explain inanimate phenomena through human characteristics.
Always create a medium for feedback and prompt customer service response.
Adding a chatbot to your website is a good place to start, while also replying to complaints via your social media pages is also fantastic.
After every sale, try as much as possible to follow up with the customer to request feedback on their experience doing business with you and how they think you can improve.
Over time, this can build your brand personality as being responsive, responsible, and caring. You may also include posts on your social media pages and websites noting your availability to attend to customers’ complaints and requests.
Whenever you are not available, probably due to a public holiday, do not hesitate to communicate this.
Not taking advantage of email marketing
Email marketing is an often ignored marketing campaign strategy. It does not cost you any extra dime because potential customers voluntarily sign up to receive your marketing emails.
It has the highest Return On Investment (ROI) when compared to any other marketing tactic, including social media.