Even the most carefully designed digital marketing campaigns fail to achieve desired results due to negligence, imprudence or simply human error. A digital marketer cannot guarantee his campaign success by investing a good sum of money, but learning from mistakes and avoiding some common online marketing mistakes will certainly improve chances of success. Therefore, it is important that marketers to make a checklist of dos and don’ts when working on a particular campaign. To make sure you don’t jeopardize the next marketing campaign, try avoiding these common online marketing mistakes.
1. Not Setting Campaign Goals to Measure Results
In order to evaluate the success of your digital marketing campaign it is important to define Google Analytics goals before execution, which most digital marketers fail to consider. Your campaign goals may range from sales, signups, calls to form completions. Therefore, to track if your campaign is working or not use Google Analytics and improve your marketing and advertising efforts.
2. Overlooking Abandoned Online Carts
It is not very uncommon for online shoppers to leave filled carts on ecommerce websites, because they are easily distracted by multiple browser tabs, better offers or complicated checkout process. Digital marketers should not ignore abandoned carts and encourage their customers to complete the checkout by offering some discount offers, coupons, or just by simplifying the checkout process on the website.
3. Targeting the Wrong Audience
It takes a lot of time and effort to get your content noticed with so much competition. Unable to target the right audience would certainly make things worse for the digital marketers. When targeting your audience go beyond age, gender, income, education, geographical location or topic of interest, and focus not just on personal descriptions, but purchase intent, prospect lifestyle and online behaviors.
4. Outsourcing your Social Media Branding
Businesses commonly outsource their social media branding to a third party either due to the lack of resources or expertise, but nobody understands your brand than you do. Therefore, it is important that you encourage your employees to endorse your brand on social media and maintain an in-house team for this purpose that can amplify your brand image, respond to customer queries and gather feedback.
5. Missing the Customer Centric Approach
The most important ingredient of any marketing campaign is that it provides customized branding experience, adds value and keeps the audience engaged. Marketers should understand their customer needs and device a strategy that entice, engage, convert and retain the customers. Businesses that fail hold a customer centric mindset is always left behind.
6. Incorrect Personalization or Recommendations
Whether it’s a wrong name, interest, likes or gender an incorrect personalization could be disastrous for your next marketing campaign. People don’t like it when you greet them with an incorrect or misspelled name, same goes for recommendations and purchase suggestions. Therefore, marketers have to be really carefully when designing their messages, as this can be avoided by focusing on consumer insights.
7. Overlooking Mobile Platforms
According to ComScore, mobile platforms account for more than 62% of total digital media time, which is why marketers should put their mobile strategy in place. Start by looking into statistics of your user who are connected with you via mobile device and think about enriching their mobile experience. Analyze if a mobile app is a good way to connect with your customers and deliver relevant, timely and engaging content.
8. Ignoring Email Marketing Potential
Email marketing holds the no.1 spot when it comes to customer response rate. According to a recent survey conducted by MarketingSherpa indicates that around 91% of American adults prefer getting promotion emails from organizations they love to do business with. Marketers improve their email marketing strategy by combining consumer insights obtained from customer data across social channels and devices.
9. Buying Social Like and Followers
The biggest blunder an online business can do is to buy social media likes on its pages and increase the number of followers. Through most startup businesses opt for purchasing fake likes in order to make their social media channels more impressive and appealing for new visitors. People are getting smarter on social media and they can easily tell if you have fake likes or followers on your page and it take no time to spread the word. Rather focus on building a network of real potential clients.
10. Not Applying A/B Split Testing
Whether you are advertising via email, search engine or social media, if you are not A/B testing your campaigns you are missing out on a lot of learning. A/B test allows you to get a clearer picture of what works for your ad campaign. For instance, you can test subject line variations for your next email campaign and see which works the best. Similarly, testing ad banner variations will indicate which banner drives better customer engagement.