Are you marketing to yourself and not your audience?
Do you really understand your digital audience? What are their other interests? What platforms do your customers and potential customers use? What appeals to them besides your business – their other interests and likes? Where do they live? What age are they? Where are they in their life stage? Why are they buying from you? What influences them?
It can be hard, but you have to take your own preferences out of the equation and rely on what the metrics tell you about who responds to your offers.
Not maximizing your Search Engine Optimization?
We know – there are a lot of moving parts to SEO. And it can be hard to keep up with all of them. Fresh, relevant website content in the form of blogs. Keyword-laden articles submitted to garner reputable backlinks. A website that loads quickly and works great on mobile devices. All the on-page optimization done with A1 headlines, photo descriptions and more. If you’re missing one or more of these aspects, you’re not ranking as high as you could in search engines and you’re losing business.
Not integrating your social media strategy?
Does your social media strategy tie in with your overall sales strategy or is it an afterthought? Do you create posts that lead to your website? Follow a consistent schedule? Stay active on it with “likes”, comments and follows on other accounts? Participate in online chats to stay in front of potential customers? Boost strategic posts on a regular basis to garner more followers? Social media can be a valuable tool in your arsenal, but only if you use it correctly.
Treating every platform and channel the same?
It’s definitely not one size fits all out there. Each platform has its own style and way of maximizing engagement, not to mention different demographics. Do you know which ones to focus on based on your audience? It’s better to do two very well than to attempt to leverage five and do them all poorly.
Prioritizing the wrong analytics?
Are you still just looking at followers or impressions? What you ultimately want are conversions – no matter where they come from. Are you looking at the right information that will tell you where your actual customers are coming from or are you just looking at topline numbers? Two online ads could vary widely with the number of impressions, and you might think the one with the highest number is best – but the other may actually be a better one to utilize more widely if it’s leading to more customers and costing you less to get each one. It’s imperative you understand what the numbers say, and how to adjust accordingly.
Not testing enough (or at all)?
With digital marketing, it’s so easy to compare to see what’s working better. Not just the ad copy itself, but offers, time of day, platforms, landing pages, days of week and even tone and voice. Decide ahead of time what you want to compare and then let it run for long enough to get you valid results. Keep the one that works best and try another variable until you find the perfect formula for your audience.
Not keeping up with new trends, technologies, tools, platforms, and search algorithms?
Things are changing all the time in the digital world and if you’re not keeping up, you risk getting left behind. You need to be nimble to stay up on trends if you want to tie in with them. And new technologies and tools can help you maximize your results with less work. Search algorithms are always being updated as well, and you’ll need to be able to adapt to garner the best results here as well.
We know – it’s a lot! That’s why we chose to specialize in digital marketing. Because we keep up on all this stuff so you don’t have to. Let us know if we can help you be more effective with your digital marketing and maximize your sales.
