Digital marketing is the method of marketing where we use various electronic devices like computers, smartphones, tablets, etc. It also involves the use of software programs, applications and technological platforms such as email, websites, social networks, etc. The world of digital marketing is very wide in which we can easily get lost.
Due to all the advancements and changes in technology, it can be difficult to keep up with the latest trends and methods that digital marketing encompasses. Digital marketing strategies include visual marketing, mobile marketing, and online marketing techniques of various kinds, so it can all get very confusing and overwhelming.
We not only need to know what to do in the world of digital marketing, we need to know what not to do. Here’s a list of ten don’ts to help you navigate the vast universe of digital marketing.
1. Turn a blind eye to mobile marketing: The number of people spending more time on the web using mobile devices is growing at an astonishing rate. If you own an online business, you can no longer resist mobile as part of your digital marketing arsenal. The first step would be to make your website mobile friendly. Many site building programs, like WordPress, have plugins and automated features to do it for you. You can also add a line of code to your site that will format your site for the device being used. Be sure to test your website on their mobile devices to find out exactly how people see it. Take the mobile shopping experience yourself so you have a complete understanding of what you need to do.
2. Too many social networks: Social networks are such an important part of the Internet these days that it is impossible to hope to build a presence on all social sites. You need to pick 2 or 3 of the best sites and start building your brand and setting up your social presence. The most used social sites as of now are Facebook, Twitter, LinkedIn and Pinterest. I get most of my social traffic from Facebook and Pinterest. Next in line are Google+, Tumblr, and Instagram. If you can understand your target market, you can become a part of the social sites they would most likely engage with.
3. Information overload: The world of digital marketing is so vast that we can easily get lost in the information. I, like many others, fall into the trap of spending too much time gathering information from countless sources on various aspects of building an online business. We need to narrow our focus and learn only what we need to learn to successfully build our business. Find some good sources for this information and stick with them to learn the ins and outs.
4. Not having a user-friendly website: Many of us are tempted to create the biggest, brightest, flashiest website possible, but this is a big mistake. You want your site design to be simple, easy to navigate, and very easy to use. Add only what is necessary to inform your customers. You want to add additional content to provide information to your visitors, but make sure it relates directly to the theme of your site. Don’t clutter your site with countless ads, irrelevant information, or extra steps to get to your call to action. Fancy features and flashy extras will simply confuse your customer and possibly take them elsewhere.
5. Not keeping up with SEO changes – SEO is very relevant to your website, but the rules and regulations are always changing. Find a good source of SEO information and follow it regularly to stay up to date with changes and to be able to make any necessary revisions to your business website.
6. Not using visual marketing – By using visual marketing, you could increase your conversion rate by up to 86%. This is a phenomenal statistic. Place a video on your landing and/or home page. Strategically place quality graphics in your blog posts and content. Use images as much as possible in your social media marketing. Create and use your own infographics for your blog and social networks. There are free tools for making infographics. Use a compelling photo or graphic in your articles. It could mean the difference between your article being read or rejected. Check the articles with photos. Does the photo draw you into the article and make you want to read it, or does it leave you flat? Take note of the type of image used and what emotion or action it provokes in you. Placing a well-made video on your home page or landing page will also make a substantial difference. People will get the message much faster than reading and it could be the deciding factor to stay or go. Be entertaining in the video, but be sure to deliver your message. Your image and voice will also help your prospect bond with you. You also want to get started with a fairly new visual marketing technique called meme marketing. Combine humor and real life situations with funny and/or moving images.
7. No Testing and Tracking – Take advantage of Google’s free tools to study your stats and track your visitors. Google Analytics can help you fine-tune your site for peak performance. Try ads, web pages, article resource boxes, etc. Find out what brings the best results and the most response and stick with it.
8. Not establishing the relationship: Doing business with people digitally is very different from being able to talk to them face to face. It’s harder for people to trust a website than a real person, so make sure you do everything you can to build that relationship of trust and respect. Respond to all email inquiries promptly and appropriately. Be reliable: If you say you are going to do something, make sure you do it. Be consistent: If you’re sending out a weekly newsletter, don’t get sloppy and start losing weeks. Update your blog and product information regularly. Don’t let your site become stale. Be constant in your social networks. Respond to all questions and comments in a timely manner. Let people know that you are available to them and that they can be trusted.
9. Focusing too much on traffic and not enough on conversions – Traffic is the lifeblood of an online business, but you should also focus on quality and targeted traffic. Getting 1000 visitors to your site doesn’t do much good if they aren’t interested in what you offer. Participate in groups and forums where people interested in your services may be. If you offer B2B products and services, join home business owner groups and forums. We all want more traffic, but we need to target the traffic we can actually sell to.
10. Blindly entering the marketing abyss: Starting an online business and diving headfirst into the world of digital marketing is not a good idea. You need to plan ahead and research what you’re getting into. Know who your customers will be and where to find them. Make sure you are offering a salable product or service. Be somewhat prepared to dive into the world of digital marketing.
These errors are very common, but they must be corrected. If you’re trying to build an online business, you need to be informed and constantly adapt and learn. Digital marketing has come a long way since the early 90’s and we need to grow and develop with it. It will be overwhelming at times, but you can work your way through and build a successful online business.