Designing a digital marketing strategy requires a thorough analysis of the brand and its benefits, as well as the target audience in order to make as few mistakes as possible.
The advantage is that by its nature there is the possibility of correcting the strategy on the fly or testing tactics before launch.
Most mistakes are made in the strategy design phase, especially due to a lack of clarity about the objectives to be achieved with the company's digital marketing. The more specific and detailed the strategy, the better the results.
In this article we will be breaking down the most common mistakes in digital marketing and their possible solutions.
Keep in mind that with a good strategy you can get a better return on investment, at the same time you can build a better brand image, attract new customers and improve relationships with current customers.
Mistake #1: Not setting clear goals
This is the main mistake that companies make in their digital marketing strategy.
Each action must be supported by a measurable objective so that you can evaluate the success or failure of the plan. This way you can also re-evaluate the actions and campaigns you have underway.
Do you want to gain more followers on a social network? Increase website traffic? Build up a database? These are some examples of digital marketing objectives.
The next question is why? Answering this is critical to success.
This mistake is often made when a company seeks to do the same thing as its competitors, but without understanding the reasons behind it.
Solution : Before starting to design the strategy, achievable and measurable objectives must be established.
Opening social media profiles, creating content or sending emails are actions that must be supported by a clear goal to avoid improvisation.
Digital marketing campaign analysis
Defining your ideal client is an excellent strategy for getting to know your target audience, and it also allows you to put yourself in your audience's shoes.
However, it is common to find professionals who insist on basing the profile on their own list of argentina cell phone numbers assumptions and not on hard data.
In digital marketing, the target audience is everything. Actions are focused on finding customers where they are: social networks, search engines or email.
If the audience is not well segmented, it does not matter how high-quality the content is, since it will not reach the intended target.
The success of a digital marketing strategy is directly related to the brand's ability to understand its target audience.
Demographic data is not enough either; you also need to know their behavior and their relationship with the product or service you are promoting.
Solution : If your company has been in business for a while, you probably already have information about your customers. Who are your customers? What problems do they have? How can you help them solve them?
In addition, platforms such as Google and Facebook have analytics systems designed to provide comprehensive information about potential customers.
Good market research can be the difference between success and failure. Knowing your audience will allow you to reach them more easily.
Mistake #3: Tracking the wrong metrics
Today's analytics tools provide a wealth of data that can end up confusing you.
Every digital marketing campaign needs to be constantly monitored to avoid errors, however, choosing the way in which you are going to measure the results is key.
For example, if you have a website, you may have thousands of visitors a day and consider it a success. But this approach is insufficient if you do not take into account the average time spent on the page or the number of conversions on the site.
Choosing the right analytics is the best way to calculate ROI and evaluate your strategy at the end of each action.
Solution : Define what a conversion means in your campaign. A conversion can represent a sale, a subscription to a promotion or an email database. This way you will know if the strategy has been correct or if you need to look for alternatives.
Use of technology
Mistake #4: Overusing promotional content
Every day, users are bombarded with promotional messages and advertising. This has generated an almost automatic rejection of this type of messages. The average user is trained to filter out content that does not interest them and move on.
Although at first glance it may seem that it is impossible to reach the consumer, the reality is different.
The conclusion to be drawn is that today's customer doesn't care about the features of your product, but rather how that product can help them solve their everyday problems and why it is better than the competition's.
If the content produced by the brand is exclusively promotional and does not add any value to the user, you will not be able to achieve the connection necessary to make the sale.
Solution: Create content that is interesting, valuable and capable of generating an emotional reaction from the ideal client.