The 10 most serious mistakes of digital marketing
Mistake number 1: not enjoying your content
Creating quality content that really adds value to the user is not an easy task, as it involves many hours of creativity and production work. If we don’t get the most out of every piece of content, that effort will multiply by starting from scratch every time.
To avoid this digital marketing mistake, we must offer 360 content campaigns. For example, we create a landing page to download an ebook on the subject that interests us then we structure a series of content around it:
A series of blog posts that cover different sections in detail, designed for positioning and with a call to action to download the ebook.
Multiple videos focused on the same topic, which can be used to enrich the articles and also be posted on YouTube with a call to action to the ebook.
Infographics that serve to illustrate the ebook and articles and can serve as shareable content itself.
Or even podcasts that take advantage of audio from already created videos.
Mistake number 2: constantly changing your social media advertising campaigns
We know we need to continually optimize our online campaigns, but over-optimization also comes with its own risks.
When we create campaigns for social ads, for example on Facebook, Instagram or LinkedIn, there are many segmentation variables. These platforms have machine learning algorithms that help us improve campaign results, but for them to work, they need to learn gradually.
Therefore, when you create a new social ad campaign, leave it unchanged for at least 3-4 days. In this way, the algorithm will optimize more and more the audience to which it shows the ads and you will see how the costs per click and per conversion go down more and more. After this reasonable amount of time has passed, we can begin to evaluate the results and make changes to further optimize the campaign.
Mistake number 3: launching a campaign without knowing how you will measure the results
In digital marketing, we can measure pretty much anything we do in real time, but sometimes we waste that power. Mistake!
Before launching a campaign, we must be very clear about our goal, what specific action we will consider a conversion and what are the results we hope to achieve. For example, “I want generate 50 leads per day, with a cost of 2 euros per lead and a conversion rate of 3% “.
These numbers will allow us to assess the campaign and see if we are getting closer to the goal. Logically, we will not always get there the first time, but the good thing is that we can learn very quickly: in a few days we will be able to evaluate the first data and make changes if necessary.
Mistake number 4: having too many goals for one action
One of the big mistakes of digital marketing is not knowing how to prioritize and wanting to do everything. For example, in many cases you may want to generate awareness or work on consideration, but you also expect direct conversions and if you don’t get them, you consider that the action didn’t work.
To clarify the priorities, we have to think that when a user starts a conversion process, they go through a series of steps. What we need is that this conversion path be very clear and give us a single call to action for each campaign, for example, whether users are watching a video, uploading content, or contacting us. The clearer the path and the fewer distractions, the better the results.
Mistake number 5: launching a landing page without doing an A / B test
The A / B tests they are a real secret “weapon” that helps us optimize marketing and improve every element of our campaigns. They can (and should!) Be used with all kinds of content, but more importantly there are two that take priority due to their influence when it comes to driving results: landing pages and campaigns. email marketing.
Therefore, the recommendation is always set two different versions of your landing page be able to compare the results with each other from the first minute. You can continuously experiment with different elements, such as the layout, title, or call to action. After a few tests, you’ll have a lot more information on what really works, and your landing page will generate a lot more conversions.
Mistake # 6: writing blog posts without doing research
Content generation takes a lot of work, so we need to do everything in our power to make sure that the effort will lead to optimal results.
Valuable content is that which is suitable for needs and pain points client, and our customers can be very different from us. Therefore, the first thing to do is to study the needs of the customers, based on:
Keyword research. Using a tool such as Google Planner, SemRush or similar, we will check what are the most frequent searches around our products and services, the volume of requests and the competition.
Questions from our own clients, for example, the doubts they usually raise with the sales team.
With all this information, we will be able to create content with a lot more possibilities to position ourselves and generate more traffic.
Mistake number 7: forgetting about technical SEO
Focusing SEO only on keyword strategy is wrong. Yes it is important to do well keyword research, write quality articles, post pillar pages and topic groups … but the reality is that the technical part of your website also greatly affects positioning.
In order not to make this digital marketing mistake, you need to collaborate with SEO technical experts to help you improve CSS and load times, maintain a website map and robots.txt file, fix 404 errors, perform correct 301 redirects, and other key things to your site’s health Web and its positioning in search engines.
Error number 8: Bulk uploads to the database
Sending emails all at once to the entire database may yield results in the short term, but in the long term the relationship with the customer will eventually suffer and we will not take full advantage of the potential of the data. .
To avoid this digital marketing mistake, we must segment the database from the beginning, both with the data provided by the user himself in the form and with which we can derive from his behavior, for example, the products he buys, the frequency of orders or the pages that he visits our website.
In this sense, the automation of email advertising this is a key opportunity to offer more personalization. In a short time, the vast majority of companies will be segmenting based on behavior, so if we manage to move forward in our industry, we will be able to deliver a better user experience.
Mistake number 9: not understanding the customer journey and when to contact the customer
The purchasing process of each brand are very different: longer, shorter, with different touch points … One-size-fits-all solutions don’t work, so we have to know our own situation very well.
When you know the customer journey, you understand all the phases and you know at all times the information that the user needs. This way you can
Reach him at the right time and with the right solution to solve his problem and add value.
Mistake number 10: ignoring the Customer Centric
We live in an age when consumers are fed up with brands that only talk about themselves. Given the wide range of products and services, we choose companies that do us good and take our needs into account. The focus should therefore always be on the customer.
For new businesses, starting from scratch, it is easier to adapt to this paradigm from the start. But for those with decades of history, this can be a tough challenge, as they tend to be organized around product and effectiveness.
Therefore, it is necessary to rethink our whole system of obtaining value and changing all the aspects that are necessary to make the user experience as easy as possible. The key concept is “non-friction”: achieving a completely natural purchasing process, with a great customer experience and where simplicity reigns from start to finish.