Friday, July 10, 2015

10 Mistakes Every Digital Marketer Must Avoid

Digital Marketing

Digital marketing was set to increase by 10% in 2014, according to a survey by Gartner. More businesses are investing in online channels. Unfortunately, they may be making some very damaging mistakes. Let us delve into the 10 mistakes every digital marketer must avoid:

1. Ineffective application of data

Most marketers do not use data to make informed decisions. Instead of collecting excessive and hyped data, it is important to gather data that can help solve the business problem at hand. Analytics give very specific data that can help you understand how consumers connect with your content. Some of the ways to do better analytics is via:

- Posting using tools like HootSuite or Buffer

This allows you to see how your posts are performing. Alternatively, the metrics provided by social networks also help. For instance, you can access the analytics in the admin panel. You can find them on the analytics dashboard on Twitter.

- Looking for patterns

You should be able to identify patterns among your metrics, for instance, the time of day when there is more engagement, the headlines or styles of posts that get higher engagement, and the type of images that perform better than others.

- Making changes based on those patterns

Based on the patterns that you observe, you then need to make adjustments. If more people read your posts at a specific time, post them then.

2. Using one digital marketing strategy for all customers

As much as you have a particular target market, your customers do not necessarily fit in the same category, for instance, some are new clients, while others have been your clients for a longer time. Analytics give you a platform to get to know your customers. You need to fine-tune your marketing strategy by catering for the different customer relationships. To effectively do this:

- Create a buyer personal

To do this you need to analyze your typical customer. You then need to create a buyer persona of the customer, whether it is a business or person that works with you. Include their demographics, for instance their gender, income levels, age, as well as their psychographics, that is, why they use the products, or some of the feelings they associate with your products.

- Start segmenting

Segment your clients based on either age group or industry. You then need to ask how the different segments affect your marketing strategy to different customers.

- Create multiple marketing strategies

This will help to cater for the different groups of clients, for instance, existing vis a vis potential customers.

3. Using multiple channels at the same time

There are very many digital channels to choose from. Assess your buyers before you decide on the channels to use. Get to know how your target audience is consuming media. You then need to choose 1 or 2 channels to work with at first, before you move to the next.

4. Creating content that is too company-centric

You should aim at providing informative, engaging, and educational content, rather than always focusing on increasing sales. The content should help the visitors to solve problems.

5. Failing to engage users on social media

Many marketers post content on social media sites, but rarely interact with customers or even industry thought leaders. You need to promote other people’s content, congratulate them on their successes, and share their events. In return, they will help you market and promote your brand. You can build better social media connections by:

- Becoming a content curator

Always be on the lookout for content to share. Visit blogs and other brand pages and see what is relevant to your audience. This way, you portray your brand as being up to date with the current trends and events in your niche. You will give your users value, without having created the content yourself.

- Sharing user generated content

If one of your clients has had a great experience while using your product, you can record them and write a blog post about it. You can also share the video, audio or image on social media. This helps build a community among followers. Better still, your fans will create content for you. You will do less work and get more exposure.

6. Ignoring quality

Your data must be accurate. A data-cleansing solution or strategy will come in handy here.

7. Neglecting mobile

Mobile is part and parcel of every digital marketing effort. In 2014, over 37.9 billion calls were made to businesses based on mobile search.

8. Using only one type of content

As your company grows, you need to expand the type of content you use in your digital marketing strategy. For instance, long form content (long blog posts and ebooks) is most helpful to clients who need to make a final decision about the product or service. Some of the ways in which you can diversify your content include:

- Blogging

It provides great content and improves organic search rankings. According to research, business with blogs are indexed 434% more that those without.

- Creating in-depth content

In-depth content includes white papers and ebooks. As aforementioned, it is helpful to clients who need to make a decision about your product before they make a purchase.

- Multimedia

Use more multimedia and image based content, for instance, slides or infographics. You can also incorporate short videos. 73% of customers say that they have made purchases after watching a video that explains a product. Another option would be hosting a webinar or even preparing some for the different customers in different stages.

9. Ignoring Social Media Algorithms

Algorithms determine how the posts on your timeline reach your target audience. You therefore need to optimize your activity on social media based on the latest algorithms. For instance, Facebook’s current algorithm favors native video, rather than links to You Tube and other video sharing sites. This means that if you need to share a video with your clients, it is better to post it on Facebook directly.

10. Failing to do cross-channel re-marketing

Cross-channel remarketing is all about being aggressive. This is targeted at clients who do not convert. For instance, if you put an ad on AdSense, there are clients who will not convert. You need to put the same ad on You Tube or Social Media. The fact that they keep encountering the brand make them view it as competitive, thus, they eventually convert.

All in All

Remember, every brand has what works for them. The best approach in digital marketing is to test what is available and use what works for your brand.



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