Common Digital Marketing Strategy Blunders – And How to Dodge Them!
Utilising digital strategy consulting and having a cohesive and functional overall digital strategy has never been more necessary to a business’s success. With smartphone use nearly universal nowadays, you’d be foolish to neglect this avenue of targeted, cost-effective and efficient marketing. However, it’s not a cakewalk, there are some key mistakes that we keep seeing, time and time again. Learn to recognise and dodge these faux pas, and your digital marketing strategy will be that bit more efficient and lucrative. Here we’re going to run through some rookie errors that remain depressingly common in many business’s digital marketing efforts.
Know Your Customers
I don’t know how many times I’ve been on the receiving end of spam or adverts from companies I’ve bought from or used, only to discover I’ve been sent utterly useless info on something that from even the most basic profile of me, they’d know I wasn’t interested in. Not only is this inefficient for them, it’s irritating for me, and the next email they send me will follow that first one into a junk folder. Lots of businesses stick to the ‘throw-lots-of-mud-at-the-wall/see-what-sticks’ method, despite the fact that it’s proven that this can drive away established customers, as well as making the company look disinterested, impersonal and after your cash.
You need to identify and define your customer persona, through knowing key facts like age, interests, occupations, locations and marital status. The easiest ways to find this information out are questionnaires, interviews, and online surveys. You can also monitor location, gender etc. through social medias like Facebook. Only through this can you ‘hypertarget’ your customers, and avoid irritating people with irrelevant spam, as tempting as that might be.
Stop Irritating People
I mentioned previously, but this is a big one. Being careless and overly simplistic in your approach to online marketing will result in irritating people. Sending people far outside of your customer base spam emails, advertising irrelevant stuff to people, who don’t meet your customer persona in any way, is really just an effective way of alienating and annoying people. The next email you send them, which could be relevant, might now be headed for the junk mail folder. It’s a fine balance, but whatever way you look at it, you need people’s goodwill and not outright dislike in order to convert them into paying customers or users.
Which Platforms or Methods Should You Focus On?
When you’re deciding on your digital marketing budget, you need to give the greatest focus to the media method that hits the highest percentage of your customer base. For instance, if you’re a clothing brand, maybe focus on younger people via Facebook and Instagram, and use ads on trendier, more current sites. Versus, perhaps you’re selling business software, where you’re better off focusing on email or Twitter. You need to understand which demographics use which media platforms the most and use it to your advantage.
Everyone Uses Their Mobile!
For better or worse, we now live in a world where virtually everyone owns a smartphone. Whenever most people have time to kill, such as on public transport, in the doctor’s surgery, wherever, they will generally be on their phone. Browsing, or checking up on social media. This means that one of the key focuses when constructing your businesses website should be making it mobile friendly. With recent advances in website interactivity, you no longer need a mobile app alongside your business website. However, you do need to make sure that customers who’ve found their way to your website, on their mobiles, aren’t put off by an unwieldy interface. It may sound obvious, but many businesses don’t give it the credence it deserves, be as mobile friendly as possible!