8 Ways You Completely Sabotage Your Digital Marketing Efforts
If you are using it correctly, you might find that digital marketing is a powerful tool for your business. However, if you are not connecting with your target audience, if you are ineffective in connecting your digital marketing strategy to your customers, it could come back to bite you later on. These are a few of the “favorite” ways digital marketing professionals are actively destroying their own marketing campaigns. You might find yourself being guilty of at least one or two of these.
Way #1 – You Do Not Have A Strategy
It might seem obvious to most people who read this, but you would be surprised how many people start actively digital marketing without actually having a strategy behind it. If you do not have a clear strategy or direction, you cannot have a successful digital marketing campaign that pays off in the end. You need to know what your intended effects are, who your audience is, and how you intend to reach those aforementioned effects.
Way #2 – You Are Only Using Other People’s Content
If you are only sharing content that someone else created, why is anyone going to turn to you? Sure, you are good at finding and sharing information, but how does that translate into actual opportunities for your target audience? If you want to build your credibility and brand online, you need some original content. You are able to contribute to your industry, now make sure that you take this chance. Share your perspective, expertise, and experience. This is a way to introduce yourself to your audience.
Way #3 – Refuse To Adapt
If you want your marketing campaign to be a success, reformation and adaptation are your keys to success. You cannot start out with a ‘perfect’ strategy – it simply does not exist. By finding out what the weaknesses of your strategy are and then improving upon those weaknesses, you are able to build a functional model that improves each time that you evaluate your efforts. If you assume that your marketing strategy is infallible and you do not need to adapt, you are probably sabotaging your digital marketing strategy.
Way #4 – Not Using A Customer-centric Mindset
If you want to retain, engage, convert, and entice customers, you need to make sure that you embrace the customer-centric mindset. If you are not using data analysis, journey mapping, targeting, and personalization, you are not offering the customized brand experience that adds value to your customers. This is ultimately what keeps people coming back. If you are not enticing people with your digital marketing strategy – what good is it?
Way #5 – You Are Overlooking Mobile
It is shocking to see digital marketing plans in 2016 that do not take mobile marketing into consideration. Mobile accounts for 62 percent of all digital media time*, and it is thus the dominant digital platform that consumers use. You need to realize that users are interacting with you on mobile, so you want to shape that experience as best you can. If you do not have a mobile digital marketing strategy, you are actively leaving conversions on the table.
* 2015 Mobile App Report by Comscore
Way #6 – You Are Not Publishing Content
If you want to be a thought-leader in your industry, you need to make sure that you make your voice heard. This means that on a regular basis, you want to produce fresh, innovative content that your audience wants. If you are only publishing something once every three months, you are not creating that sense of urgency with your audience. You are not forcing them to read your posts, because they are unafraid of missing out.
Way #7 – Never Engaging Your Audience Or Offering A Call To Action
Ultimately, the goal of any marketing strategy is to get people to try your product or your service. If you are not provoking a reaction, if you are not engaging your audience, if you are not generating conversions, what is actually happening? If you want a relationship with your audience, you need to be willing to engage them. If you never have a call to action, you just sort of ‘exist’ online, you are not offering anything clear to your audience.
Way #8 You Are Not Targeting The Right Audience
Even when you offer some truly amazing content, you are not making the most of each opportunity if you are not promoting it to the right audience. This certainly means that you need to put more effort into your marketing strategy, and means more work beforehand, but it does mean that it is going to pay dividends.
These are just a few of the different ways that we have seen digital marketing strategies implode or never get off the ground. Chances are that you have seen a few of these happen before. If you accept that a digital marketing strategy is never perfect (and you are willing and able to assess your performance in an objective manner), you are going to have a much easier time completing your strategy successfully.
What you did wrong in your digital marketing campaign? Write your thoughts below.
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