Digital Marketing: The Most Common Mistakes, Part Two
In part one, we covered misconceptions around social media, target audiences, and the relationship between marketing and sales. This post covers three more common digital marketing mistakes that get in the way of the results you want.
Mistake 4: No optimization, especially on landing pages
Every campaign needs to lead to a landing page, and that landing page needs to include all the right elements. To do its job, a landing page must speak directly to the specific problems of the target audience and explain how the product or service solves them.
Beyond that, landing pages need to be continuously optimized. You need to track how long visitors stay, whether they move to the next stage of the funnel, and where they drop off. If they're not moving forward, something on the page isn't working.
Everything needs to be tested and adjusted. We had a situation where changing only the headline of a webinar registration page increased conversions by 20%.
Mistake 5: Missing the chance to turn buyers into loyal clients
When someone buys your product or signs up for your service, they typically receive a generic thank you message. Instead, that moment is an opportunity to offer them another product or service at a special price.
The message you want to send is: “Great, you bought this. You now have the option to add this other thing at 10% off.”
When people buy from you, they've already extended a level of trust. Use that trust to bring them back. Email is an underused tool here. If a client purchased something but didn't take the next step, you can follow up with a targeted email offering that next product at a discount.
There are many points in the sales funnel where people can drop off. Understanding where those are and improving them is one of the most effective things you can do to grow revenue without increasing your marketing spend.
Mistake 6: Working randomly with no structure
There's a well-known saying in marketing: “I know that 50% of my marketing budget is working, I just don't know which 50%.” This is often used to justify doing things without a plan.
The great thing about digital marketing is that everything is measurable. There's always a long list of things that could be done. The role of strategy is to determine the right order and structure for those activities.
One of the most common mistakes is not tracking results and running campaigns without a system. Before launching anything, you need to know how you will measure what happens. Without that, you are spending money without learning anything.
To avoid these mistakes
- 1Look at marketing primarily through data, not just creative
- 2Bring structure to your approach, track your metrics, and constantly optimize your funnel
- 3Know your target audience well and write for them, not about yourself
- 4Pay attention to existing clients and work to make them loyal, repeat buyers
- 5Use every tool available properly, from landing pages to email
If you'd like help with digital marketing and are interested in working together, reach out to us.
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