Everything indicates that digital marketing is here to stay as more and more companies venture into this new way of promoting their products and services. However, due to its complexity, many marketers go so far as to make several mistakes. For this reason, we have created a list of the 9 most common mistakes you should avoid in digital marketing.
1. Write for search engines and forget the user experience.
A very common mistake in companies is to think that they need to fill the website’s content only with relevant keywords to help in SEO web positioning. Perhaps this would have been a valid digital marketing strategy a few years ago, but search engine algorithms have been evolving and will continue to do so, so this is no longer considered good practice. A rule of thumb is that Google and other search engines will always show the user the best results. You always have to make sure you create the best possible content and always think about the user experience.
2. Publish the same thing on all social networks.
Managing a brand’s presence on social networks indeed takes a lot of time. It can seem very attractive to post the same content on all social networks, using tools like Hootsuite and Buffer. This does not contribute anything to your company since it will make your content less effective on the social network. It will also detract from your brand and most likely stop following it on all the communication channels you are using. Also, you have to think that the users on each social network are different, and the tone that should be used will vary from one to another.
3. Never review your AdWords campaigns
Many people create AdWords advertising campaigns and then never look at them again. This doesn’t seem right because all Google AdWords campaigns must be constantly reviewed and optimized. It is an extremely effective channel, but you must give it the time and effort necessary to obtain positive results in your business. You should also know that Google will always be releasing new ad formats, which can benefit your campaigns, as long as you implement them at the right time.
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4. Not having a clear call to action
All online sales have a purchase process that users must follow step-by-step. This is called a conversion funnel. The user must navigate comfortably through each stage to end up buying the product or service from you. However, if the user does not know what the next logical step is, he will not buy and will abandon the online purchase process. For this reason, your calls to action and the steps they must follow must be “clear, simple, and direct.” Put yourself in the user’s shoes and understand what the business wants you to do.
5. Using hashtags excessively and irrelevantly
Nobody doubts that using hashtags on popular social media platforms such as Twitter and Instagram can benefit your business. However, there are some good practices to keep in mind to make a good impression on your business’s users. Use a maximum of three hashtags in your posts and only the most relevant ones that will give your target audience more visibility.
6. Do not review before posting
Typographical errors can be a serious mistake, as users will lose trust in your brand and lose credibility. Attempt to avoid making these mistakes by reading your content several times before publishing it. Error once it has been shared with your followers, try to edit the text as quickly as possible. If you cannot edit the text, you will be forced to borrow the publication. For blogs, many functions and plugins will assist you in revising your writing, such as WordPress.
7. Learn in A/B tests
One of the best ways to optimize your advertising campaigns and get a lower CPA is A/B testing. These experiments will allow you to find variations of your content that will positively affect your billing. However, many digital marketers choose a winner without having enough information. Always try not to declare a winner without having at least a 95% statistical probability.
8. Do not take into account social networks.
People who are on social networks are there to have fun. Therefore, remember to always entertain and delight with your content strategy. Do not leave aside time to answer your followers and provide them with personalized attention because if you always answer in the same way, your followers will notice. In the case of Twitter, responding to your followers becomes more important because this social network is based on real-time responses.
9. Do does not use multi-channel remarketing
The most effective way to use remarketing is by using different communication channels. If a user came to your landing page on Facebook and didn’t convert, it would be a better idea to remarket them through another medium, such as Google Display Network, instead of Facebook. This will give the user the feeling that the brand inspires confidence and has a huge marketing budget.
Conclusion
Digital marketing is becoming increasingly important for all companies, regardless of their field. For this reason, it is necessary to have a team of digital marketing professionals who know how to exploit this medium for your company correctly.
