The past few years have seen notable changes in online usage that have altered the landscape of digital marketing, and marketing as a whole. Thanks in large part to the pandemic – during which individuals and companies had to adapt and adopt new ways to communicate and connect with each other – online and social media marketing are now more pervasive and essential to business survival than ever.
Here are 7 common digital marketing mistakes that you should avoid – updated from our previous blog post to reflect the new normal of 2023!
Poor Website Design
Your website is a virtual representation of your business, and consumers are likely to be drawn in if they like what they see – and likely to search elsewhere if they don’t. Good SEO practices (such as an intuitively designed, quick-loading website with quality, frequently updated and relevant content) will improve user experience, make your business more visible and searchable online, increase organic traffic and leads, increase your business’ credibility and reputation, and set you apart from your competitors.
Not Being Mobile-Friendly
82% of local searches are done from a mobile device, so if your website isn’t mobile-friendly, you are missing out on a massive amount of potential traffic and engagement. Your website should look just as good, load just as quickly, and be just as easy to navigate on mobile devices as it is on desktops and laptops.
Avoiding Social Media
Social media is omnipresent and no longer just for personal use. For businesses, social media is a fantastic platform for both advertising and building relationships with current and potential customers. Active social media engagement shows customers that you are invested and responsive, which builds trust and loyalty. Focus on one or two social media platforms that are most relevant to your target audience, and be consistent, friendly and professional in your posts and responses.
Not Utilizing Social Proof
Positive social proof – like online reviews, video testimonials, case studies, and awards won – are proof that people are happy with your business and services. People are more likely to trust a brand that is publicly lauded, and social proof is quite effective at increasing traffic, conversions, and click-through rates. It is also largely free, user-generated content that can be utilized on a wide range of platforms, such as social media posts, on websites, and in print and email marketing campaigns.
Having a Weak Digital Marketing Strategy
Lacking a clear and defined marketing strategy always results in wasted time, money and effort. Plot out your digital marketing strategy before you begin a campaign. Begin by thinking about how you want to use the internet, social media, and other digital channels to draw in and communicate with your audience. Establish a content strategy – a plan for regularly creating and updating engaging and valuable content for your target audience – for your website and social media platforms. Set clear goals, define your target audience, decide on and implement your tactics – then, monitor your progress, and make adjustments as needed.
Ignoring the Competition
Scoping out your competition will help you set yourself apart from them. A simple Google search can tell you a lot about your competitors’ customer base, brand identity, products and services, and marketing tactics. From there, you can easily determine how you want to set yourself apart and establish your own unique identity and brand.
Trying to Advertise to Everyone
It may seem like a good idea to cast the broadest net possible when you are considering your digital marketing strategy, but doing so actually has a negative effect on marketing campaigns. Trying to appeal to everyone will inevitably result in your marketing efforts becoming unfocused, watered-down and generic. Instead, identify your target audience and focus on their specific needs and wants. Then, tailor your marketing approach to reach them more directly, specifically, and effectively.
Digital marketing is all pervasive and all-important for successful, long-running businesses in 2023 and beyond. Digital marketing strategies can be utilized not just to advertise, but also to build relationships and create genuine connections with your audience. With the right approach, you will see increased traffic, engagement, conversions and leads. Just be sure that you are not wasting your time, effort and money on all-too-common digital marketing mistakes!
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