No matter how amazing your business is, it won’t matter if nobody knows about it. That’s why an effective marketing campaign is so crucial to your success. Without it, how would anyone know about the great products and services you sell? The problem is, not all marketing campaigns are equal. In fact, some marketing campaigns are downright detrimental. So, how do you know the best approach to take toward digital marketing? First, watch out for these common digital marketing mistakes to avoid.
Foregoing Digital marketing.
These days, any business without at least a minimal presence on social media or other form of digital marketing, like newsletters or website advertisements, is missing out on a huge swath of the population. More and more people, especially millennials, get all their information online. Simply posting a daily Instagram photo or creating a Facebook page with information about your business opens the doors to reaching thousands of additional customers. Putting a little effort into a digital marketing campaign — and these days, it’s not that expensive! — will take you up a notch higher, catching the attention of your customers and driving them to your webpage and possibly even your brick and mortar store.
- Retargeting everyone who visits your site.
It’s tempting to retarget advertisements to every person who visits your site. The problem with that: not all visitors are equal. Those who linger on your site, perhaps clicking on several different web pages, browsing your products, or reading your blog — those are serious customers who are obviously interested in something you sell. Retargeting them makes sense, and will probably garner a sale. But those who simply drop by your homepage for a second or two, perhaps by accident or simply on a whim, aren’t as interested in what you’re up to. In fact, by retargeting them, you’re not only wasting money, you may also annoy them by showing them an advertisement for a product they don’t want.
- Ignoring user-generated content.
Businesses are spending more and more money on creating original content. While this is often a good investment, and it can certainly drive sales, there’s also another way to market your business: through user-generated content. This is content created by customers who’ve used and loved your products. You might repost an Instagram photo of your product taken by a customer who enjoyed it. You might retweet an article by a newspaper written about your business. Simply being aware of the user-generated content out there will save you time and money. Plus, each interaction with someone who created user-generated content boosts your customer relationships.
- Misunderstanding the data.
With digital marketing and website analytics, there is more data about customer interaction than ever before. The data you collect gives you information about what your customer likes, what they’re clicking on, what they’re not clicking on, and much more. This data is helpful, but only if you actually use it and understand it fully. Simply ignoring it or looking at it without fully realizing what you see isn’t much help at all.
Have these digital marketing mistakes to avoid helped you? We can do more! A Safeguard consultant can help you with digital marketing solutions, print product design, and more. Contact us for a consultation.