A well-developed digital marketing strategy is an integral part of a business’s overall success . Whether you’re creating a strategy for the first time, or your company is already investing in website marketing and engaging in website evaluation, but hasn’t had much success, it is important to learn from past missteps, whether they be your own, or those of others. The following mistakes are all too common, and avoiding them will go a long way towards optimizing the effectiveness of your digital marketing strategy:
1. You’re only creating one type of content
Content marketing should be a large part of your digital marketing strategy, but it’s important to remember that different content appeals to different audiences, depending on their needs. A customer or company who is new to your website may be interested in reading a short, but informative blog post, an infographic that quickly and clearly presents complex information, or watching an instructional video. Alternatively, a customer who is serious about purchasing your products or services may be looking for more in-depth and technical information to help with their decision making.
Ask yourself this when you do an evaluation of your website’s content: Am I being creative enough with the content I put out there? Is my content relevant and timely, and will it be interesting to my target audience? Does it provide answers to key questions? Is it something that I’d read, enjoy and share? At the end of the day, is it truly increasing my position as an authority in my industry and increasing awareness of my brand by inviting web traffic? Focusing your website marketing efforts on only one type of content could mean alienating an entire segment of potential customers. On the other hand, mindfully creating content for all potential audiences will ensure that your content is diverse–thereby maximizing your potential for online success.
2. You’re not using analytics tools
Many companies still underestimate the value of analytics tools in website marketing. Creating content without tracking its performance is akin to swinging a baseball bat while blindfolded, since analytics tools are pivotal to evaluating how your website marketing is connecting with your customers. Without the tools for proper website evaluation and understanding the key performance indicators that matter, you’ll be left in the dark.
To determine how much traffic your website gets, the source of the traffic, how long visitors spend on each page and other invaluable data, it’s important to make use of the metrics provided by web analytics tools such as Google Analytics. Similarly, with your company’s social sites you can also track which content gets the most views, likes, and shares by viewing each social platform’s analytical data. Look for patterns in these metrics and make required changes based on trends. For example, if tweeting an article at 9:00 AM reaches a larger audience than at 3:00 PM, then start scheduling your posts for 9:00 AM. If an online newsletter gets a higher click through rate on Thursdays than it does on Mondays, then distribute it on Mondays.
3. You’re ignoring mobile users
Knowing how much time people today spend on their smartphones and tablets, it’s a mistake to have a website that is not mobile-friendly. If your website is not optimized for mobile use, then you are losing search engine traffic and a significant pool of potential customers. According to the Chief Marketing Officer Council World Wide 65 per cent of US smartphone users check their phones within 15 minutes of rising while 64 per cent check their phones within 15 minutes of going to bed. They also estimate that by the end of 2017 Mobile commerce will account for 24.4 per cent of overall ecommerce revenues.
Evaluating how your website appears on various devices will highlight any display issues that need to be addressed. By now you should know that having a mobile-friendly website is critical component of any sound digital marketing strategy, and it is essential to a company’s online success.
4. Your social media strategy falls flat
Despite the meteoric rise in the use of social media over just a few short years, many companies lack self-awareness in this context. Needless to say this can cause major damage. If your company sends a message that just doesn’t make sense in the context of your brand, at best it will be ignored, and at worst it will offend your potential customers and keep them from doing business with you. For example, a company tweeting a father’s day message is quite standard, right? But when the team behind Mad Men tweeted a photo of Donald Draper accompanied by the same message, it offended many people since the character is seen as a terrible father. Think before you tweet!
While we all make digital mistakes, the important thing it to learn from them and improve your website marketing strategy, since it can lead to substantial gains for your business!