Digital marketing is an effective way to attract current and potential customers to your product. Also, this is one of the most important components of business development through Internet resources.
Probably, without this thing, you would never know that Hertz at Billy Bishop airport offers discounts on rental cars, and the nearby restaurant provides happy hours from 5pm till 8pm. Those who have started their business clearly understand this fact and are trying to make enough efforts to build a successful marketing strategy. However, for several reasons: lack of experience, lack of knowledge, misunderstanding of the situation or trends, poor perception of the tastes of the target audience, – many make various mistakes that are very harmful to business.
If you begin to implement a new idea, here’re a few common mistakes and ways to avoid them.
Starting a business without aiming at the target audience
It may seem simple, but it’s very important to have clearly defined goals before implementing a digital marketing strategy. For example, who is your target audience? Often business owners say that everyone is a potential buyer. No, it’s not so!
Your target market may be large, but not everyone is interested in your product or service. The good news is that there’s an audience that’s interested and uses your product. Hopefully, you already know who they are. If not, there are several tools you can use to determine your market.
Even in case you create great content, targeting the wrong audience or too large audience is often ineffective. Digital marketing works, but all channels are getting louder every day, and it’s important that you invest time and effort in identifying your best audience.
Also, keep in mind that if you can’t determine your target market, then measuring results is almost impossible.
Focusing on banner advertising
Many people overestimate its importance, giving it one of the major places in marketing strategy. Of course, it can be beneficial and help in the development of the project.
However, this type of advertising is quite specific. If you don’t go into details, banner advertising can have a good effect on the recognition of a company or its products/services, while practically not contributing to sales growth. Moreover, miscalculations with this advertisement may even cause users to feel annoyed and rejected.
The use of elements of racism or sexism in advertising
Extraordinary, both positive and negative things attract attention. That’s why very often in marketing they can resort to provocative methods of influencing customers. In digital marketing, this trend is seen more often due to the relaxed atmosphere on the Internet, where a little more is allowed than in real life.
However, over time, the influence of such techniques becomes less noticeable, causing most people to have more negative feelings than delight. A change in the consciousness of the population, liberalization of society, and an increase in the general level of education played a role.
Specializing on texts optimized for search engines only
It’s not a secret that people and robots, which in this case are search engines, perceive information in completely different ways. Bots pay attention to keywords, uniqueness, and spam.
At one time this led to the trend of writing various texts – some for the audience, others for search engines. The latter were oversaturated with keywords. In some cases, such texts were also submitted to users. Over time, search bots have been improved, and this technique of website promotion no longer works. By the way, customers are also very negative about such policies of companies. The only way out is competent internal search optimization (SEO) of the web resource.
Underestimating the importance of reputation
One of the features of the Internet is the ability to quickly transmit information. It’s enough to make a serious failure in work only once or to disappoint the consumer, and the news about it will instantly fly across the network.
Therefore, reputation is the face of the company, and it’s judged by new potential customers.
Attempting to get a quick result
It’s great if you want to gain success as fast as possible. The only question is whether this can be achieved. Very often in modern digital marketing, companies try to bring success at any cost, while forgetting to take care of the organic development of the business and its long-term growth.
In turn, this often leads to the fact that after a fairly quick start, the business ‘runs out of steam’ and its performance indicators are rapidly falling. The key aspect here’s the uniform increase in the number of customers, due to high-quality and unique content, user-friendly design of the resource, as well as customer focus and an individual approach to each person.
In our opinion these 6 errors are the most frequent in modern digital marketing. At the same time, they often cause the most noticeable damage to the development of the project, taking away users, worsening the image of the company, destroying the strategy for its further development. In order to avoid such an unpleasant situation, it’s worth paying considerable attention to building the digital strategy of your brand.