Going into Digital Marketing without Setting Goals
A digital marketing campaign without clear-cut goals becomes directionless and wasted over time. Without goals, you will neither be able to track results nor understand the efficiency of your campaign.
- Set clear goals beforehand.
- Do you want to widen your target audience base?
- Do you want a more engaged customer base?
- Do you want your customers to take a specific action?
- Start your digital marketing campaign by setting specific, realistic, measurable, and time-bound goals.
Your digital marketing goals are relevant only as long as they are helpful to your customers. For example, posting on social media regularly is not enough if the goal is to engage customers. You need to post content that helps your audience solve a problem or entertains them. You need to make efforts to understand their needs and address them to keep conversations going.
Failing to Create a Well-Documented Strategy
Goal setting is important. But it is equally important to create a well-defined strategy essential to reach the goal. Documenting your digital marketing strategy gives your campaign a direction. It communicates to your team your digital marketing vision and the practical method to realize it.
Be specific with your strategy documentation. List the activities that your team needs to do as part of goal achievement. For example, if expanding your customer base is the goal, then specify the digital channels that you aim to target. Describe the message that needs to be posted on these channels and the frequency of such posting. Define the metrics that you would like to be measured to assess the success of your strategies.
Not Defining your Target Audience
Without a set definition for your target audience, you risk targeting a wide audience, or worse, a totally wrong audience. Targeting a wide base is purposeless and a wasted effort. Knowing the right audience enables you to understand the correct pain points you need to address. This knowledge increases the efficiency and success rate of your marketing.
One of the best ways to define your target audience is to create buyer personas. These profiles include the basic demographics of your customers (gender, age, geography, etc.). Personas also go further to specify other elements such as your buyers’ shopping behavior, likes and dislikes, and personal goals.
These details give you a deeper understanding of your customers. You can use them to craft brand messages that are more personalizing and truly engaging.
Assuming that your Customers Still have the Same Needs
2020 was harder for businesses and customers alike. Some changes that were a result of the pandemic are likely to continue in 2021 too. For example, your customers may still expect contactless delivery. It is important for business to be aware of customer expectations and adapt accordingly.
Talk to your customers through online surveys, chat sessions, or other communication channels, to know about their current pain points. Ask them how they expect you to solve their problems.
A business is relevant only as long as it solves people’s problems. Invest time and effort to know about your target audience and the changes they are seeking.
Using a Hard-to-Find Web Store
Digital shopping was on the rise during the pandemic, and it is a trend that is set to continue even after the pandemic. It is important to prepare your digital store for your customers. If customers are unable to find your web store with a click, then you are going to lose them.
Include your web store URL in your social media posts, digital signatures, blogs, websites, and other online channels where you are active. This mention of your web stores online is equal to opening a physical shop on a prominent street, say experts. This way, your web store will be a click away for your customers to visit and shop.
Equally important is to create a web store that is user-friendly. Ensure that your web store is easy to use, loads faster, uses high-quality images, and is glitch-free. Anything less, and you’ll have customers leaving your store frustrated.
Not Making the Effort to Follow Up Customers
As mentioned before, digital shopping will be a preferred mode of shopping for customers in the future as well. One of the best strategies to increase your digital sales is to actively follow up with customers that almost make a sale but quit at the last moment.
You could email them or contact them through other possible channels. Remind them that you are waiting for them to complete the sale. Such thoughtful follow-up benefits the brand as well as the brand image.
Leaving Out Email Marketing
Email marketing continues to be an effective digital marketing strategy. Marketers say that they have been sending 27% more emails than they did before the pandemic. Email newsletters still continue to be an efficient way of customer engagement.
Ease of use, affordability, and the ability to reach targeted audience one-on-one, continue to be the power of email marketing.
You can use email marketing to promote your brand, products/ services, and events. A well-designed email marketing campaign focuses on customers. To be efficient, an email marketing message must be personalized to the receiver and address his/ her needs.
Disregarding the Marketing Value of User-Generated Content
With the shift to online shopping, user-generated content such as online reviews, feedback, and recommendations, is bound to increase. Use such content to boost your marketing efforts. Promote content that has a glowing recommendation, positive feedback, or an excellent review.
Post such content on your social media pages and websites where people cannot miss them. There is also the chance that the person that originally created the content shares or tweets it.
As digital shopping is set to continue, it is crucial for businesses to strengthen their web presence. Sharing positive user content is one of the best ways to strengthen your web presence.
Marketing experts believe that by avoiding some significant mistakes, you can increase your digital marketing efficiency ten times. It is important to monitor evolving digital marketing trends and adapt your business to changing times to stay relevant and successful.
Test your methods to understand what works and what does not. With the right approach, you can achieve improved web traffic, exceptional user engagement, excellent conversions, and increased sales.