Digital marketing has grown tremendously in recent years and can be complex. Who’s my audience? And, what should I look for throughout a campaign? These are just a few questions many digital marketers are asking themselves. We’re here to help alleviate some of the worries and guide you in answering those campaign questions.
Here are five common mistakes that digital marketers can make and how to fix or avoid them all together:
1. Campaign goals
Setting campaign goals is a common step for any digital marketer creating a campaign. But, it’s important that these campaign goals are clear and precise. Without clear campaigns goals, it is tough to track the success of a digital marketing campaign—this includes ROI, click-through rates, and conversion completions. Take the extra time to decide exactly what your business is trying to achieve with their digital marketing efforts and communicate those objectives throughout the entire campaign.
Who are you targeting? Females, people who like football, or residents of Colorado? Whichever it may be, it is critical that you are targeting the correct audience for your business and digital marketing campaign. One way you can ensure that you’re targeting the right group of people is by looking at the data collected from previous campaigns and segment those consumers. Once you have a specific audience you are wanting to reach, creating a target audience group (like in Choozle) can focus your digital marketing campaign directly to that audience. Without the correct targeting, your campaign will have lower click-through rates, higher bounce rates, and fewer conversions. A 22-year-old female is not going to engage with a digital marketing campaign for retirement communities like a 65-year-old would.
How do you know what your customers want if your marketing department isn’t communicating with the sales team? The marketing department should be in close contact at all times with the sales team (and any other department in your company that can offer insight) to learn not only what customers have liked, what they haven’t liked, and what they would like to see in the future; but also, what marketing materials have helped the sales team, what other forms of digital marketing could help, and what their overall thoughts on the current and past digital marketing efforts are. Through this communication, you will gain direct insight for future digital marketing efforts—campaigns, social media, blogs, etc.—that will ensure overall success.
Another mistake digital marketers make is not analyzing the data given to them. Your customers (target audience) give you the data you need to analyze the success of a campaign throughout the entire duration of your digital marketing efforts. Take a look at some clicks your digital marketing is receiving, how many conversions are coming from those clicks, and compare the amount of money being spent on digital marketing with the information that matches the goals you are trying to achieve. If the money and time being spent on your digital marketing prove to be successful (and worth it!) the data will show it.
One last mistake many digital marketers make is with their content. Don’t create content just to have content out there. The material being used throughout your digital marketing campaign should have a clear message, apply to your audience, and match the goals of your campaign. Focus your efforts on creating content that the audience connects to, shows a clear call-to-action, and drives conversions. Content that doesn’t match your goals and misleads the audience will drive low click-through-rates and high bounce rates. Likely turning customers away from your company for good. Quality is the key when trying to drive engagement and you will be able to see that in the data collected.
By being aware of the mistakes that can be made in digital marketing, it is easier to guide your efforts and know what to look out for. Take the extra time to make sure your digital marketing maximizes the effort and money being put in. Create clear campaign goals, target the correct audience, communicate with fellow members of your company (especially sales), analyze the data, and create quality content and you will be that much closer to a successful digital marketing campaign.