Digital marketing that doesn’t create results is more common than you think. Take for example, content marketing.
Only 6% of B2B marketers rate their content marketing as being “very effective”.
Figure 1 - https://heidicohen.com/5-proven-steps-to-improve-content-marketing-effectiveness/
Here’s the shocking thing.
The quality of the content these companies create isn’t always the issue.
In many cases, the true culprits are the digital marketing mistakes that they’re making.
It’s like the old saying goes:
“If a tree falls in a forest and no one is around to hear it, does it make a sound?”
If you post a great piece of content and there’s no one around to read it, does it even matter?
Of course, it doesn’t and it’s not the fault of the content.
You need to avoid the mistakes that others make to maximise your returns from your content. We’re going to look at six of the top marketing mistakes that you might be making.
But first, let’s look at why these mistakes matter.
The Value of SEO
For many businesses, SEO is a small consideration in an ocean of issues.
You have products to sell and customers to deal with. Is your website really that important?
The simple answer: yes.
A whopping 81% of people will head online to do research before they buy anything. Of those, 60% use a search engine to find relevant information.
If your website doesn’t appear in search results, your brand isn’t in the conversation.
That’s no overstatement.
The top five results for any Google search receive over 65% of the total clicks for that search.
Of course, the top result is always the most popular, clocking in with over 30% of the clicks alone.
The quality of the traffic your website gets is a major factor in its success. However, not focusing on SEO means you don’t get any traffic at all.
The value of SEO is that it gets your website where it needs to be so that it’s in front of the right people at the right time.
A great informational page should get high rankings to capture interest during the customer’s research phase.
Your product pages need to be easy to find for when that customer wants to buy.
Unfortunately, too many marketers treat SEO as a side-job that’s secondary to more traditional marketing efforts.
And that leads to mistakes that take away from the value that SEO offers them.
Read on and you’ll find a bunch that you need to avoid.
Why Digital Marketing Fails: 6 Mistakes To Never Make
Mistake #1 – Not Having a Strategy in Place
This is the number one mistake, yet many marketers don’t realise they’re making it.
They think that a bit of optimisation and occasional content posting counts as an SEO strategy.
SEO is a constant battle to maintain your reputation. You need to become a content leader, rather than a follower.
Figure 2 - https://neilpatel.com/blog/comparing-the-roi-of-content-marketing-and-paid-advertising/
You need to document your strategy and have a clear view of the steps you’re going to take in the future.
You also need to adapt to the constant changes in search engine algorithms.
Ask yourself some important questions:
- What are your competitors doing?
- Which platforms will you use to share content?
- Does what you’re doing now serve your website?
Just trying to wing it isn’t going to cut it.
Answer these questions and document everything.
It’s simple. Treat SEO with the respect that you treat all of your other marketing efforts. Create a strategy that’s more than occasionally throwing content into a blog.
Mistake #2 – Not Using Automation Tools
One of the biggest digital marketing mistakes is not recognising the scale of the job.
You try to do everything manually and end up running out of time.
You’re constantly playing catch-up, which means you never pull ahead of the competition.
Happily, there are plenty of automation tools that can help with your digital marketing efforts.
Tools like customer.io help you to keep track of the emails you’re sending and what happens with them:
Figure 3 - https://customer.io/got-better/2014-05-20-Email-Logs.html
There are plenty more automation tools that help you deal with customers at different stages of your marketing funnel.
You’ll also find tools like Google Analytics provide up-to-date stats that you can act on.
However, there’s a caveat to this mistake.
You need to build brand recognition before rushing into automation.
After all, brand recognition is the most important factor in customer’s purchasing decisions:
Figure 4 - https://neilpatel.com/blog/5-reasons-marketing-automation-fails-avoid/
Get known and then automate.
Mistake #3 – You Don’t Provide Content for Every Stage of the Customer Journey
You have a marketing funnel.
Even if you don’t realise it yet, your customers go through several stages before they make a decision:
You can throw becoming an ambassador for your brand into the mix as well.
Here’s a top marketing mistake that trips many people up. Each stage of the funnel requires different content.
At the awareness stage, people have figured out that they have a problem and they’re looking for ways to solve it. They want to read blog posts and eBooks that help them whittle their broad questions down into something more precise.
Those at the consideration stage understand the problem and now want to find a solution. They’re looking at multiple solutions, of which you offer one. You need content that positions your solution as the best of the bunch.
At the purchasing stage, the customer is ready to buy something. The content you created for the consideration stage has established you as an option. Your purchasing pages need to offer the solution as quickly and effectively as possible.
As for retention, you’re looking at the long-term goals of the customer. You want to consistently delight them by showing that you’re supporting them and can offer services that make their lives easier. Emails, newsletters, and your social media pages all offer you the chance to engage with existing customers and personalise your interactions and content.
All of these stages fall into your wider digital marketing plan so don’t focus on only one type of content.
Every piece of content that you create has to appeal to a specific stage of the marketing funnel. Moreover, you have to target it to the right audience for maximum effect.
That means crafting your website content with the entire customer journey in mind.
Mistake #4 – Failing to Promote
What do you do after creating a piece of content?
If you’re reading this article, you’re probably making one of the top marketing mistakes.
You just put the content on your blog and wrap up, don’t you?
Unless you already have a massively popular website, that isn’t going to cut it. The content may as well not even be there.
You’re focusing on one channel and doing nothing to promote what you create. Hitting publish is just the beginning.
Leverage every channel that you have at your disposal.
Use social media to build influence. Facebook, LinkedIn, and Twitter are all great places to share content. Join relevant industry groups and share everything that you create.
Here’s the most important part.
Don’t just share your content on different channels.
Devote some time to maintaining those channels too.
Interact with people who comment and share. Use the information you collect to inform future digital marketing decisions.
Your blog is a crucial part of your strategy.
When a social media channel like Facebook influences over 50% of purchasing decisions , you can’t rely on your blog alone.
Mistake #5 – Failing to Split-Test
Data is the biggest source of truth when it comes to your digital marketing.
Yet many people assume that their website and landing pages are already performing to an optimal capacity.
The truth is that you should constantly test new ideas to see which work better.
That’s where split-testing comes in.
It works too. MedaliArt used split testing to drop its website’s bounce rate by over 20%.
A/B Split Testing is the best option here. For this, you’ll have two elements:
- The control. This is usually the existing web page.
- The variation. This is a version of the control page with an important element(s) changed.
The variations can be as simple as changing the colour of a CTA button or as complex as redesigning an entire page.
Run both pages side by side. Aim to have 50% of the audience land on one and 50% land on the other.
A PPC campaign can help with this. You can run ads and change the landing page every so often.
Then, check the data.
The data shows you which page performs best.
The results could go either way.
If you find that your variation has a positive effect, you’ve just discovered a way to optimise one of your pages.
You’d have never have found out about that without split testing.
Mistake #6 – Failing to Keep Track of KPIs
KPI stands for Key Performance Indicator.
You’ll have these for every aspect of the business. They’re essentially the metrics against which you measure the business’ success.
Great KPIs for digital include:
- Increase in organic traffic
- Number of leads that a campaign generates
- Increase in qualified leads per month
- Cost per lead
- Website conversion rate
There are plenty more that may be relevant to your business.
Despite their importance, many companies don’t even create online KPIs. And some of those that do don’t even check them.
Worse yet, many businesses don’t really understand what they’re looking for in a digital marketing KPI.
One of the biggest digital marketing mistakes is the assumption that loads of Page 1 results means you’re doing well.
Those results mean nothing if you’re not converting people into customers.
Great KPIs are:
- Measurable and actionable
- Directly tied to your company’s main targets and goals
- Measure the metrics that are most crucial to the success of the business
- Limited to less than 10 major metrics
- Applied throughout the entire business
Good KPIs include your conversion rates or the amount of shares your content receives. You’re looking to measure engagement and, ultimately, conversions.
Define your KPIs and keep track of them. One of the main reasons why digital marketing fails is because marketers don’t stay on top of the data.
The Final Word
Digital marketing mistakes stem from not really knowing what digital marketing is in the first place.
It’s not just a single action that you can implement at will.
It’s a constantly evolving process that encompasses everything about your business.
The mistakes here are some of the biggest blunders that you can make.
To avoid digital marketing mistakes, you need to:
- Define a long-term strategy.
- Use automation to your advantage.
- Take every stage of the customer journey into account.
- Promote your content across every available channel.
- Split-test constantly to see if you can do certain things better.
- Create KPIs and use an analytics software to keep track of them.
It’s not a one and done thing. And that’s the best part about digital marketing. There’s more success around the corner.
Over to you
Pushing traffic towards a website is an extremely important part of any digital strategy. But it’s the quality of that traffic that’s the true deciding factor.
Even a poor digital strategy can boost the traffic numbers. But it won’t provide a business with the quality that it needs to generate a return.
With all of this evidence, along with the many statistics shared in this article, you can now see just how vital digital marketing is for the modern business.
But you might have questions? Or you might be wondering if SEO or PPC is the right choice for your business?
If so, just go here to have a friendly no obligation chat with one of our gurus.
We’ll ask you a few questions and tell you honestly what makes sense for your situation. And if it doesn’t we’ll tell you that, too!