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The 5 Biggest Mistakes Digital Marketers Make – And How To Avoid Them

Yield The Best Results For Your Digital Campaign By Learning From These Common Errors

We all use digital media, whether in our personal life, professional world, or side hustle. So how difficult can it be to market a brand on digital? If you’re responsible for your company’s online presence, you know it’s a lot harder than it looks.

From understanding the space to creating a results-driven strategy to optimizing cost-per-click, a great deal of planning, skill, and expertise goes into drafting and executing an effective digital marketing campaign.

If you’re juggling marketing along with the demands of running a business, you may be scrambling to keep pace with the rapidly moving world of digital.

Let’s look at some common mistakes marketers make so you can ensure your efforts drive the best results possible for your brand.

1. Overlooking the audience

Knowing your ideal customer translates to more effective marketing because it ensures your content resonates with their interests, needs, and problems. Beyond being noticed, you want to make sure you’re noticed by the right people – the ones most likely to convert.

90% of companies using defined personas have been able to create a clearer understanding of their buyers. But, more often than not, digital marketers are too eager to start promoting the product and skip the crucial step of developing buyer personas.

The best personas go beyond surface-level details like demographics and dig deeper into the customer’s role in the buying process, what keeps them up at night, their personal goals, and other factors that influence their purchasing decisions.

2. Forgetting the why

According to Content Marketing Institute, only 33% of B2B marketers say they have a documented content strategy. That’s a problem because, without a strategy, you don’t have any defined goals and objectives or an action plan for achieving them.

Developing disparate, disconnected, or one-off campaigns and seeing what sticks is like shooting in the dark. Ideally, all of your marketing tactics are purpose-built to directly support the success of well-defined goals and measurable objectives.

Beyond identifying the results that you hope to achieve, your strategies should be living documents that you update and improve as you go based on measurement, testing, and a little trial and error.

digital marketer

3. Setting the wrong cadence

When it comes to reaching most goals in life – whether you’re training for a marathon or trying to build relationships with your customers – consistency is key. But identifying the right cadence for your marketing and communications isn’t always straightforward.

If your efforts aren’t consistent enough, customer interest may drop off. Then again, if you’re pushing out digital content and advertising too frequently across several different campaigns, potential customers might feel inundated. In the latter scenario, your ad campaigns are competing against each other and will essentially rule each other out, resulting in significant wasted spending.

4. Letting SEO slide

53% of all trackable website traffic comes from an organic search, according to BrightEdge. That means search engine optimization (SEO) is one of your most powerful tools for helping customers find your business online.

Without an SEO strategy, your business likely won’t make the top of the list when customers search keywords related to your brand. And even those who know your brand and products may be unable to find you through a simple search. That means you’re leaving valuable prospects on the table, cutting yourself off from converting them, and losing traffic to the competition.

Because SEO requires constant attention, monitoring, and refinement, your best bet for developing a successful SEO strategy is to invest in a digital marketing partner.

digital marketer

5. Spending recklessly

As bestselling author, marketer, and founder Jay Baer says, “Content is fire; social media is gasoline.” Promoting your content on platforms such as Facebook, Instagram, and LinkedIn can be extremely rewarding in terms of growing reach, traffic, and conversions. But only if there’s a strategy fueling that fire and results to back it up.

The most successful digital marketers invest in performance measurement to make more informed spending decisions and improve ROI. In fact, over a quarter of top-performing marketers surveyed by Neustar invest more than 10% of their working media budget in measurement and analytics.

Along with regular performance measurement, increasing ROI on digital ads depends on audience research and segmentation, ongoing monitoring and testing, and refining ads to integrate new insights.

A little support goes a long way

Tackling all five common digital marketing mistakes takes an integrated strategy, experienced team, and, most of all, time.

Many organizations don’t have the capacity to take this on internally – at least, not effectively anyway. An experienced digital agency can carry out the lion’s share of the work by developing detailed personas, a results-driven strategy, effective content marketing cadence, strong SEO, attentive ad monitoring, and performance optimization.

Get the best ROI for your digital campaigns by partnering with the experienced team at ibex Digital. Connect with us to learn more.




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