I recently attended a committee meeting to discuss logistics and marketing for an upcoming event. When the question arose about the desired digital marketing goals, we heard crickets.
Of course, an answer existed, but as is often the case, outcomes were discussed as a secondary factor. This is only one of several common digital marketing mistakes organizations make. Top among them are:
Clear marketing goal
All campaigns, whether specific to a project or general branding, should start with a clear marketing goal to drive digital strategy. Defining what you want to achieve is critical to determining how to do so, as well as for measuring results. Are you looking for sales, website traffic, awareness (by whom), event attendance, donations, or social media engagement? What are the numbers that *spell* success for you?
It’s unlikely that everyone is the audience you need to reach to achieve your goal. So, who is most likely to want what you are offering? Think gender, age range, income levels, or other factors that define your audience. Perhaps it as specific as golfers or teachers, or as broad as house hunters, wine drinkers, or people over 50. Defining your audience helps you choose media and messaging that will best reach them and speak their language.
Data and metrics
Digital marketing provides plenty of relevant data, more specific than you get from print or broadcast advertising. Data is meant to be analyzed and used to hone your marketing efforts. Are your email campaigns being opened? Are you finding qualified leads? Think back to those clear marketing goals and see how effective your tactics have been toward achieving them. Adjust accordingly.
Search Engine Optimization (SEO)
It’s easy – but not necessarily cheap – to get your site to the top spot on Google search. Those results are bought and paid for, which is one type of strategy. However, consumers are savvy and may not be fooled by a top placement marked “Ad.” Search Engine Optimization can drive your rankings up through diligent focus on planting search terms in your content. This organic reach can be more sustainable, not to mention reliable, for potential customers or clients.
Content is queen, and a focus on SEO means a focus on fresh content. Your website lays the foundation, but a custom blog provides new material and search words for browsers to find. Research by Demand Metric indicates that “per dollar spent, content marketing generates approximately 3 times as many leads than traditional marketing.” In addition, they found 80% of people appreciate learning about an organization through custom content.
Write about relevant topics using key terms and offering useful information. Share those blogs on appropriate social media platforms and/or in email campaigns. The more it appears, the more likely it is to be found and read. Ideally, it will generate a phone call, email, or visit. Regardless, it will plant a seed.
Social media has a lot of faults, but it also has a lot of users. Companies are expected to have social pages, though not necessarily on every platform or with the same degree of attention. Depending on your target audience, Facebook and Instagram may be best. In B2B marketing, LinkedIn may make more sense (which doesn’t count the others out). Again, sharing your content on social media only helps to spread your story. It’s about building relationships.
Social proof in today’s world is what used to be called “third-party endorsement.” People like to know what others think of your work, product, or service. According to Finances Online, 87% of consumers check out reviews of local businesses online. Those star ratings have power, and it’s worth mining that power. In addition, it’s not bragging to post about winning an award or sharing a positive letter from a client; it’s good business.
Of course, the other side of social proof is addressing concerns. If a diner leaves a negative review about the restaurant’s service, how did the restaurant respond? Acknowledging comments and reviews, both positive and negative, is important in building your customer relationships. People like to feel seen and heard.
Every business faces competition. Better to keep an eye on it than let it sneak up on you. Don’t be a copycat but stay aware of the messaging your competitors are sending out and the tools they’re using.
Your website should clearly tell what sets your business apart from the competition, and that difference should be highlighted in all your materials.
Sound like more work than making a weekly Facebook post? Truth – it is. Successful digital marketing combines a lot of steps and tactics to build a coherent, effective plan. Outlining goals, identifying audiences, creating content, updating websites, and analyzing data all take time and know-how.
And you’re in luck — those are all services Metta Digital Marketing provides. Managing your business is your priority and expertise. Digital marketing is ours. Give us a call or send an email, and let’s talk about getting down to business.