Digital marketing is constantly evolving. Every year new techniques and new challenges are added to get the public to maintain interest in brands.
However, digital marketing is not an exact science and sometimes involves a trial and error component to find the winning formula for your company.
Knowing which the most common mistakes in digital marketing are allows you to fine-tune your strategy. The reality is that campaigns almost always fail for the same reasons: there are no clear objectives, the audience is not well segmented, the content is not attractive, etc.
Planning is key in digital marketing
Designing a digital marketing strategy requires a thorough analysis of the brand and its benefits, as well as the target audience to make as few mistakes as possible.
The advantage is that by its nature there is the possibility to correct the strategy on the fly or to test tactics before launch.
Most mistakes are made in the strategy design phase, especially due to a lack of clarity of the objectives to be achieved with the company’s digital marketing. The more specific and detailed the strategy, the better results.
In this article, we will be breaking down what are the most common mistakes in digital marketing and what are their possible solutions.
Keep in mind that with a good strategy you will be able to obtain a better return on investment, at the same time you will be able to build a better brand image, attract new clients and improve relationships with current clients.
Mistake # 1: Not setting clear goals
This is the main mistake companies make in their digital marketing strategy.
Every action has to be supported by a measurable objective so that you can evaluate the success or failure of the plan. This way you will also be able to reevaluate the actions and campaigns you have running.
Do you want to gain more followers on a social network? Increase web traffic? Complete a database? These are some examples of digital marketing objectives.
The next question is what for? Answering this is critical to being successful.
This mistake is usually made when a company seeks to do the same as its competitors, but without understanding the reasons behind it.
Solution: before starting to design the strategy, attainable and measurable objectives must be established.
Opening profiles on social networks, creating content, or sending emails are actions that must be supported by a clear goal to avoid improvisation.
Mistake # 2: Not properly segmenting your target audience
Defining the ideal customer is an excellent strategy to meet the target audience; it also allows you to put yourself in the shoes of your audience.
However, it is common to find professionals who insist on basing the profile on their assumptions and not on hard data.
In digital marketing, the target audience is everything. The actions are focused on finding customers where they are: social networks, search engines, or email.
If the audience is not well segmented, it does not matter that the content is of quality, since it will not reach the indicated target.
The success of the digital marketing strategy is directly related to the ability of the brand to understand its target audience.
Demographic data is not enough either, it is also necessary to know what their behavior is and their relationship with the product or service that you are promoting.
Solution: if your company has been in the market for some time, it is likely that you already have information about your consumers. Who are your clients? What problems do they have? How can you help them fix them?
In addition, platforms such as Google and Facebook have analytics systems designed to provide comprehensive information about potential customers.
Mistake # 3: Tracking the wrong metrics
Currently, analytics tools provide an amount of data that can end up confusing you.
Every digital marketing campaign needs to be constantly monitored to avoid mistakes; however, choosing how you are going to measure the results is key.
For example, if you have a web page you may have thousands of visits a day and consider it a success. But this approach is insufficient if you do not consider the average time of the user on the page or the number of conversions on the site.
Choosing the right analytics is the best way to calculate ROI and evaluate strategy at the end of each action.
Solution: define what a conversion implies in your campaign. A conversion can represent a sale, an enrollment in a promotion, or an email database. In this way, you will know if the strategy has been correct or if you should look for alternatives.
Mistake # 4: Abusing promotional content
Everyday users are bombarded with promotional messages and advertisements. This has generated an almost automatic rejection of this type of massage. The average user is trained to filter out content that doesn’t interest him and to stick with it.
Although at first glance it may seem that it is impossible to reach the consumer, the reality is different.
The conclusion to be drawn is that the current customer does not care about the characteristics of your product, but how that product can help him solve his day-to-day problems and why it is better than that of the competition.
If the content that is produced from the brand is exclusively promotional and does not add any value to the user, you will not be able to achieve the necessary connection to achieve the sale.
Solution: create content that is interesting, valuable, and capable of generating an emotional reaction from the ideal customer.
To do this, you must understand what your client is looking for and thus offer it to them. In addition, the content must have calls to action and other techniques to achieve the conversion.
Conclusion:
Digital marketing is successful when it is possible to connect the audience with the brand.
Knowing which the most common mistakes are will allow you to adapt the strategy based on the objectives and take the corrections that are necessary to achieve them.
