Did you know that global digital advertising spending increased to around $521 billion last year? Statista says that number is expected to soar to $876 billion by 2026.
Digital marketing, a general term that includes but goes beyond digital advertising, is essential because it helps companies interact with consumers in their target demographic. Businesses can then identify consumer needs. More and more people are shopping online, so companies need to meet customers where they are.
But some mistakes businesses make can derail or reduce the effectiveness of their digital marketing efforts.
What follows is a look at digital marketing mistakes businesses often make and what they should do to turn things around.
Failing to Identify Target Demographic Properly
It’s important to strike a balance between reaching as many people as possible and finding your target audience. And if in doubt, go with the latter. You also need to clearly define your target demographic, what they’re looking for, how to reach them, and what they need to know about your products and services.
Launching a digital marketing campaign without clearly identifying your target audience isn’t likely to yield the desired results. You’ll be casting a big net over a wide area without focusing on the type of consumers likely to patronize your business.
You can leverage the power of the internet and social media to zero in on the kinds of consumers likely to be interested in what you sell. You’ll be able to create impactful, individualized ad campaigns and content that resonate with your audience.
Failing to Include SEO in Your Marketing Strategy
Search engine optimization is about making the most of your online visibility. When people use Google or any other search engine to find the types of products and services you sell, will they find your website? They’re unlikely to if your URL doesn’t appear high up on page one of search engine results. The only way you have a chance to achieve the coveted number one spot on the first page or to end up on the first page at all is through SEO. So, your digital marketing strategy needs to incorporate SEO in the content portion. You’ll want to use SEO to drive your audience to your website.
Go back and review the first point about understanding your target audience. You can accomplish a lot when you know who they are, what they’re looking for, and what their pain points are. You can, for instance, develop relevant content that communicates your unique value proposition, leads them to your online storefront, and encourages them to buy your products and services.
Also, ensure you research keywords to find out the types of keywords your customers typically use to find the types of products and services you sell.
Failing to Establish Goals for Your Digital Marketing Campaign
Another digital marketing mistake you must avoid is failing to establish clear and achievable campaign objectives. It’s great to be optimistic, but you must be realistic. Before launching a digital marketing campaign, figure out precisely what you want to achieve, how you will do so, and how you will measure performance. How will you objectively assess how your campaign did without first defining goals? When you set goals and track progress, you’ll have metrics you can use to rate performance.
If your marketing department staff make these mistakes, nip things in the bud. Ensure that the people on your marketing team understand digital marketing best practices so that they help, rather than hinder, your company’s growth prospects.
If necessary, plan activities so staff members get to know each other outside their office cubicles. You could, for instance, book a charter bus service to take workers to an event where staff get to know one another better and take the time to learn more about digital marketing.