The pandemic economy has cast a deep impact on every aspect of running a business, including how digital marketing is done.
For instance, if your ad campaigns are still leading with a sales pitch and NOT a story, it’s a mistake that’s hurting your ROI.
There are many such mistakes that marketing teams at small and medium-sized businesses are consistently making, thereby exposing their growth to slowdowns.
Here are some of the most critical mistakes you might be making in 2022:
Not producing content in bulk
The biggest mistake that many digital marketers make is not ensuring they produce content in bulk. They may feel they have their website and social media channels covered and don’t need to create any more content. However, if you want to keep your audience engaged, you need to keep them hooked with fresh content regularly. If you don’t have time to create new content yourself, consider outsourcing it or hiring an intern who can help out with this task.
Missing a brand story
It’s important that you have a brand story that represents who you are as a business and what makes it different from competitors. If people don’t understand what makes your business unique from others, they may not even want to engage with you let alone make a purchase. This means it’s crucial for businesses to ensure their brand story is clear across all channels and platforms so that people understand who they are and why they should do business with them. If you need help in creating an impactful brand story, consider getting in touch with any agency offering digital marketing services in Canada or India.
Not auditing old content regularly
It's important to review the performance of all your content on a regular basis. You need to make sure that your audience is engaging with your content, and you need to know what's working and what isn't. This will help you improve your content strategy moving forward. So, audit your old content on the website aggressively. Fill the existing gaps, improve their quality/utility, and drive more value from each piece of old content.
Focusing on a broad audience base
Digital media has given rise to "mass personalization." Instead of putting out general content that's relevant to everyone, companies are now targeting specific individuals based on their interests and demographic information. By doing this, they're able to create content that resonates with their target audience - which means they get better results from their campaigns. So, if you have been focusing on a broader audience segment with your campaigns, it's a mistake.
Not doing A/B testing
A/B testing is an important part of digital marketing because it allows you to see how two different versions of the same page perform against each other when they're placed in front of a live audience. You can use this data to help inform future decisions about how you want your website structured or whether or not certain elements should be added or removed from pages. Split testing works great not just with landing pages but also with website content and social media posts.
Overlooking the importance of guest blogging
Guest blogging is a great way to build relationships with influencers in your industry, gain credibility and increase traffic to your website. It's also one of the most effective ways to get backlinks - which Google values as a measure of authority - which in turn improves your rankings in search results. It is the most relied upon tactic for every top digital marketing company in India. If you don't already have a clearly defined guest blogging strategy.
Not managing communities on social media
Having a social media presence is not enough. You need to create content and engage with customers in order to build brand loyalty and drive more sales. A strong community management strategy will help you create a loyal following and increase brand awareness. If you're not actively managing and building your community, you aren't leveraging the full potential of social media platforms.
Having a website that isn't UX-optimized
If your website does not have a good user experience (UX), then you will lose potential customers. Your website must be easy to use, fast and responsive. It should also be mobile-friendly so that potential customers can easily find products or contact information, especially on their phones or tablets.
Not optimizing PPC ad cost
Too many companies set their PPC bids at a flat rate and then wonder why they are not getting enough clicks and sales. The problem here is that the campaign is not optimized for return on investment (ROI). Instead of guessing how much to spend on each click and hoping for the best, try using a bidding strategy to ensure you get enough conversions for every dollar spent on advertising.
Not focusing on the intent of keywords
In digital marketing, you need to be thinking about "intent." That's because people search for products and services in different ways. If you're trying to sell a product or service, then you should know what people are looking for when they search for it. If someone searches for "tattoos," they might just want to see some pictures or designs. But if someone searches for "tattoo artists near me," then they are probably ready to buy something right now. So, your keyword research should ideally be focused entirely on intent.
Having stale CTAs
Having no clear call to action (CTA) is one of the biggest mistakes that you can make on your website or landing page. CTA prompts visitors to take action and convert into customers or leads. It should be clear, concise, and direct. It should also be relevant to the visitor's intent and match their expectations for what they'll get by clicking it.Read part 2 here: Digital Marketing Gone Wrong: 5 Blunders You’re Making in 2022 [2/2]
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