Marketers are always looking for new avenues to showcase their trade. With the onset of digital platforms, they now have even more tools at their disposal.
From streaming marketing videos to social influencers flaunting brands, the world of online marketing just keeps on growing.
Digital platforms are however dynamic and require one to be up-to-date on what’s trending, what’s socially acceptable, and so on.
With such dynamics in play, it’s only normal that many marketers fall into traps and end up reaping the full wrath of netizens.
To avoid this, hire a digital agency that will ensure that your brand gets a dedicated team who can formulate result-oriented on and offline strategies.
With this in mind, here is our compilation of online marketing blunders to avoid.
1. Loss of Focus on Web Pages
Most marketers make the mistake of running too many promotional materials on one webpage. This simply makes the customer confused.
You should aim to have simple and dedicated pages for each campaign. This will make it easier for a visitor to focus on their interests.
Two or three attractions can piggyback on one page, but with the main objective being the dominant one. Any CTA button or swipe icon should be well placed for a better chance of conversion.
If a customer receives an endorsement email or gets to your website through a search engine, they should be able to land on a page that is specific to their query; if not then the landing page should be well laid out for an easy transition to other pages.
2. Lack of Testing
You can get an online marketing drive going at a minimal or no cost at all. This makes many people overreach, ending up with untested campaigns.
It is beneficial to first run tests on several marketing ideas. This helps you to choose the most beneficial one; so you can develop a clear marketing plan.
3. Neglecting Other Forms of Marketing
As much as digital marketing is making all the waves these days, it can’t stand on its own. This is usually experienced by small brands which do not have much prior exposure.
To get people to your website or other digital platforms, they have to first know that you exist. This calls for running traditional advertisements in tandem with your online campaigns. Have your brand appear in flyers, on caps, and other forms of media like radio.
4. Poor Content Curation
It’s easy to alienate your subscribers by publishing uncoordinated content on websites, blogs and social media. With digital marketing, you have to carefully formulate your content to remain relevant to your audience.
For example, cat videos are fun to watch but sharing one in a marketing email is going to make you look stupid.
5. Lacking a Follow-up Strategy
Lack of follow up is the largest failing in any marketing. A successful campaign hinges on a well-thought blueprint, and for realistic conversions to happen, follow up has to feature prominently.
This goes especially for high-end products which might require you to make several pitches before a client makes a purchase.
Think of the scenario where you are selling luxury cars and the first email that a client gets after registering to your site is from a ‘no reply’ generic email address.
Such a follow up will probably make the client dismiss you on the spot or make it harder to convince them later.
6. Poor Aesthetics and Too Much SEO
Digital marketing strategies stem from traditional methods. The same sales concepts apply for a salesman on a forecourt or an online review website; your presentation has to make sense!
When you go for illegible fonts or uncoordinated messages, a client will find it difficult to unravel what your offer is all about. The same will befall your brand if you concentrate too much on keywords.
If you stuff your content with an unrealistic number of keywords, you come out as too ‘salesy’. This makes a client feel like an offer is being driven down their throat and they will probably opt out.
7. Lack of Expertise
Online marketing ideas may be easy to come up with but seeing them through requires expertise. Companies fall into the trap of not having any online marketing personnel and when they do, the people involved are not conversant.
Online marketing is a tried and tested concept that has seen many brands rise. For it to work, it requires skill, dedication, and more importantly avoiding blunders while you are at it.
Above are some of the common and quite frankly costly mistakes that you should avoid. Have them in mind as you analyze your marketing strategies and be on your way to greater profits.
Author’s Bio: Catherine Park is a connector with Caffeinated who help businesses find their audience online. She loves working in the ever-changing world of digital and is fascinated by the role content plays in today’s marketing
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