Campaigns are held by even the most experienced digital marketers occasionally that don’t yield the desired results. However, if you want to ensure your next campaign doesn’t meet with failure, follow this guideline that will make you aware of 10 potentially costly digital marketing mistakes.
- Unclear campaign goals
Digital marketers do not establish analytics goals prior to the start of a campaign. This is one one of the biggest mistakes they make. If you want to track the success of a digital marketing campaign, it’s necessary to define goals (sales, form completions, calls, sign ups, etc.) and you need to ensure that analytics tracking for these goals is properly setup.
Without measurable objectives, measuring ROI or net benefit of a campaign on product/service sales, sentiment or engagement will be difficult. Due to this, it is important to define and communicate objectives and to build insights from past campaigns into the planning process for future campaigns.”
- Not targeting the right audience
A brand will miss a great deal of opportunity if they don’t take the extra step to promote it to the right audience at the right time, even if it is creating fantastic content. Every digital communication channel is getting more busy and noisier but it takes effort and investment to cut through the noise and traffic to get your content noticed.
Do not define targeted audience only based on personal descriptions but also on behaviors. In order to reach out to people who have visited your site and/or joined your email list, make use of tracking pixels and cookies. Take your social targeting beyond age, gender, education and topic interest by layering on purchase intent and relevant life events.
- Overlooking mobile
Now accounting for 62 percent of all digital media time, Mobile is becoming the dominant digital platform consumers use. Hence, it is very pivotal to get your mobile strategy in place.
Begin with considering how your users are already interacting with you on mobile and how you can better shape that experience. Consider whether an app would be a good platform for you to speak to your customers and then deliver timely, relevant and meaningful content that grows your customer relationships if you have not yet developed your mobile strategy.
Also,make sure your website is compatible with all mobile devices,and then only see that sales and special offers are tailored to mobile sites.
- Not doing A/B or split testing
In order to maximize effectiveness of your email, use A/B testing. For example, distribute the same email to a test group, but use two different subject lines. When sending the actual email, use the subject line that performed best. Do not make decisions based on your gut feeling but on actual data.
- Being anti-social on social media
Many marketers forget that social media is meant to be a space for dialogue and engagement, rather than simply broadcast,” says Jessica Riches, social media strategist, LMW Labs, which helps startups with social media. “Responding to your community, [answering] questions and sharing thoughts will help you build a deeper relationship that will positively impact business in the long run.”
- Sending automated direct messages (DMs) on Twitter
“Nothing makes me cringe more in the digital marketing world than auto direct messages on Twitter,” says marketing consultant Donna Talarico. “Auto DMs are impersonal, tacky, annoying and ensure an immediate ‘unfollow.’ Yet, it’s a more common practice than it should be.” Her advice to online marketers: Don’t do it.
- Buying social media followers
The aim of the game is to have lots of followers and fans on your social media accounts. It makes you look reputable, popular and well-established. But when it comes to social media, people however are becoming more savvy. They can now tell if you’ve bought fake followers if they do find out, you’re immediately sent across the message that you are untrustworthy. Hence you need to look to build a network of real people who will become potential clients.”
- Hiring a third-party to represent your brand on social media
The lack of internal resources and a lack of proficiency with social platforms are the most common excuses for outsourcing social media management.” says Kent Lewis, president and founder, Anvil, an integrated marketing agency. But, “nobody knows your brand better than your employees and advocates. Let them be in charge of spreading the good word, not a low-paid fresher working from home. It should have been less common than it is, but many brands still feel the need to outsource their voice on social rather than building the resources in-house.”
- No communication with the sales team
Online marketers do not communicate with their sales team, they do not ask for input from sales, this is one of the biggest mistakes they are making. To ensure they are getting qualified leads, digital marketers need to communicate with the sales team, scheduling a monthly meeting at the very least.
- Not measuring results
Use Google Analytics or any other analytics tool to measure your results. You need to always make sure the money and effort you spend on your digital marketing campaigns are worth it. Thereafter analyzing the results, update your strategies and work on improving the results. You will never know whether or not your strategy is working or failing if you fail to track your marketing and advertising efforts.