How profitable is your digital marketing strategy turning out to be?
Sometimes we make certain mistakes that prevent us from reaching our goals.
We will now summarize the most common mistakes so you can avoid or correct them as soon as possible and vastly improve your digital strategy so it’s totally focused on your main goals.
1. Not Having A Brief
A brief is a document and the basis of any communication or marketing strategy.
There are 2 essential questions you must consider before writing a brief:
- Who is your target market?
Not only do you need to describe it demographically, but also consider their behavior, lifestyle, preferences, and desires.
Why is this important? Well, if you don’t fully define your target market, how will you know which media to choose later?
- What are the goals you’re trying to achieve with your current strategy?
To create a strategy that’s totally focused on achieving your goals, it is absolutely essential to define these goals in the first place.
For example, if you want to engage with your audience, a strategy that includes a blog or social media presence could be the way to go.
However, if you’re looking to drive more traffic and prospects to your website, then an SEM and SEO strategy might be a better solution.
It’s important to make it clear that the objective is what drives a strategy.
Finally, there are other aspects you’ll need to consider when writing your brief. Some of these include your creative concept, insights into your brand strengths and weaknesses, guidelines, etc.
2. Repeating Previous Strategies
To believe a previous campaign that turned out to be useful in the past, will work exactly the same way, is a very common mistake.
Goals are continuously changing; as well as the digital media and the consumers. Then, why would you implement the same strategy?
This doesn’t mean you have to discard all of your previous knowledge, on the contrary, build a new strategy considering the feedback you have received throughout your experience and remember what the things that went wrong were, so you can fix them and optimize your new strategy.
3. Expecting Positive Results Immediately
I know what you’re thinking.
It’s been a week already and you don’t have a decent number of followers, subscribers, visitors, conversions and you’re not hitting any KPI goals you have.
Is your strategy working? Or is it time to let it go?
Of course not! You just need to be patient.
A big part of digital marketing strategies involves planning and working on growing in the medium- to long-term.
It’s not an easy task to get a hundred thousand followers on social media platforms or triple your web traffic. Those things aren’t going to happen in a week or a month.
Growth is always gradual and is dependent on the amount of time you’ve been implementing your strategy, not how much you want it to work.
Afterwards, you’ll be able to identify the areas that need improvement.
4. Not Measuring, Analyzing And Optimizing
How can you find out whether your digital marketing strategy is being effective or not?
Should you continue with the same strategy or should you create a new one?
This depends on the numbers and how you interpret them.
Measuring, analyzing and optimizing are the 3 steps of digital strategy success.
They work as a guide, telling you if you’re going the right way or if it would be best to modify the strategy.
Compare your results weekly and every month against the last.
Make modifications and improvements and focus on understanding their impact.
And implement concrete actions to raise your lowest indicators.
For example, if your ad’s CTR (click-through rate) is below average, then you need to redesign your ad and ask yourself why people aren’t clicking on it.
Is the ad copy relevant?
Does it have a CTA (call to action)?
Do you explain the value of your product?
Does it really address the audience I’m aiming to influence?
5. Asking For Value, Instead Of Generating It
My, oh my!
It’s time to discuss a fundamental topic referred to as “content marketing” and “inbound marketing”, as well as other things…
But first, we need to recognize something important: consumers have changed.
They have become demanding.
They carefully research and evaluate everything before making any decision.
They are fed up with invasive and intrusive advertising.
Consumers only form a relationship with brands that add real value to their lives, that make them feel special, that provide them with the necessary information to make the best available decision.
So my question is: is your brand one of them?
You’re probably wondering how to generate value for your prospects?
The answer is quite simple: create valuable content that can help your customers learn more about their problems, needs and the solutions that can solve and satisfy them.
Generating value doesn’t mean talking about your brand in each and every piece of content.
Experts recommend you maintain a proportion of 80/20: so 20% of the time, you talk about your product or service, and the remaining 80% of the time, you provide useful and relevant information on surrounding topics that are of interest to your prospect.
6. Isolating The Strategy From The Rest Of Your Marketing And Communication Efforts
This is something companies often miss.
If you want your campaigns to be more impressive and efficient, you need to think about how to integrate them and make them complement each other properly.
Don’t plan a strategy without thinking about the big picture.
For example, if you want to attract more visitors to your website, your email signature should include a link to your site.
The same applies to your business cards and the brochures your sales representatives hand out.
Also, all of your social media platforms should link to your blog or website in some way. These are just a few examples…
7. Thinking You’ll Get Everything You Need Organically
Social media, internet and advertising platforms have a limited—or restricted—organic reach, so increasing it implies an investment.
But organic reach can only take you so far.
I would highly recommend assigning some of your budget to invest in digital media so you can impact a bigger audience.
Don’t worry, it’s not as scary as it sounds.
Believe it or not, with alternatives like Adext AI available, you can easily do advertisement on social media platforms and Google. The tool is an audience management as a service, which means that it applies Artificial Intelligence and Machine Learning to digital advertising.
Mainly, it finds the best audience or demographic group for any ad, and automatically manages budgets across different audiences on Google AdWords and Facebook Ads, and optimizes each ad multiple times a day. You connect Adext AI in just 5 minutes and its total transparency will allow you not only to increase conversions by an average of 100% in just 10 days but learn from the adjustments it applies to your ads, as you will see every single one in your own Ads’ accounts. Read here our step by step guide to get you all set up.
I hope the information in this brief review was useful for you, and you can start getting the most out of your digital marketing strategy.
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Feel free to share your comments below.
Tell us what you’ve learned from your digital marketing strategies, your do’s and don’ts, what you have come up with, etc.
I’m sure it will be enlightening to all of us and we can all learn from each other 😉