With 2017 now in full swing, you’ll probably be seeing lots of digital marketing articles with a title like this one. Some of these articles will lure readers in with bold headlines insisting that such and such digital marketing strategy is dead or another previously popular digital marketing strategy is now passé. Contrary to what these articles would have you believe, very few solid marketing strategies ever actually die out. Most evolve and change as technology and trends change.
Now, there are exceptions to this, but no one can say with certainty what’s “out” in digital marketing for 2017. Online platforms and marketing strategies are always evolving, as are user preferences and behavior patterns. That being said, we can confidently advise you to avoid these seven pillars of digital marketing in 2017.
Neglecting to Write or Keep Up with Your Business Blog
Blogs aren’t just for personal websites. Businesses use blogs as a mechanism to engage potential and existing clients. Blogs also serve as a strategy for keeping content current and relevant while enhancing your ranking with search engines. In fact, blogs are the number one way to contribute to organic search rankings. Search engines scour the net for new content at all hours of the day. If you don’t have a blog or you’ve got one that’s stagnant, you’re missing a huge opportunity to keep your website up-to-date and contribute to your organic SEO.
Creating Unfocused Content Without Users or an Objective in Mind
Writing for the web is different than other types of writing. Poetic, elegant writing is excellent for creative writing exercises, but it’s not as effective when it comes to generating conversions for your business website. When you write for the web, you not only have to ensure you’re focusing on the long-tail keywords potential customers are searching for, you also have to do so in a way that is easy to digest and provides true value.
Running a Digital Marketing Campaign Without Clear Goals
Digital marketing mistakes like this can be detrimental to your business development and your bottom line. When engaging in a digital marketing campaign, it’s vital to know what you want to get out of your marketing efforts. Are you looking to increase your Google ranking? Do you need more signups for your email newsletter? Maybe you’re hoping to reach a new sales goal. Blindly testing things without a specific goal in mind is a waste of time and money. Determine what you want to achieve before the campaign begins, and you’ll be better positioned to track campaign results and adjust your marketing strategies based on the results.
Obsessing on Clicks Instead of Focusing on Conversions
Obviously, clicks are nice, but conversions are so much better. This is especially important if you’re paying out money for search optimization. Your biggest priority will always be getting visitors to take a particular action. Users should make a purchase, enter contact information, or do some sort of action that you can track that will lead to a return of investment. Instead of getting obsessed with pointless clicks focus on the big picture with the goal of conversions in mind. Don’t ever waste your time thinking that clicks are all it takes for success when it comes to digital marketing efforts.
Targeting the Wrong Audience with Your Marketing Efforts
If you’re sharing your story with an audience who isn’t interested in what you have to offer, you’re throwing away money that could be used to reach your target
audience. It’s up to you to know who you’re trying to reach before you start a digital marketing campaign. You’ll want to tailor your blog posts, advertisements, and social marketing to the right people. Don’t just focus on gender, job, or location. Focus on what makes your perfect customers truly unique and target that.
Biting Off More Than You Can Chew with Social Media
In today’s business climate, you have to be active on social media if you’re engaging in digital marketing. Social media lends credibility to your brand and allows clients to interact with you. Social media also provides a platform for providing consumers with information about your business. A word of caution though – it’s very easy for companies to bite off more than they can chew when it comes to social media. Choosing the right social media channels, posting regularly, and conversing with customers can take up a lot of time and seem overwhelming. Research which social media channels are right for your business and make an effort to post regularly and answer questions on a set schedule. Social media is a tool; it’s not meant to rule your business.
Ignoring Analyses of Digital Marketing Results
With all the software designed to track successes and failures of digital marketing campaigns, there’s no excuse to not measure your digital marketing efforts. These applications can tell you about your audience, coordinate and measure blog posts and social media postings, and track the success of various calls-to-action. If you don’t take advantage of these types of tools, you’re missing out. You can’t just publish and forget about it. To get the most out of your marketing budget, you need to track activities and analyze results to see what works in your campaigns and what doesn’t. This will help you adjust strategies promptly instead of floundering or failing with your online marketing efforts.
The great news is that it’s a brand-new year, and if you’re new to digital marketing, you can begin anew. You can craft your company personality and customize marketing campaigns without struggling with established expectations and entrenched perceptions. Over time, you’ll be able to transform your campaign to mirror consumer interest as your approach to digital marketing evolves. By understanding what mistakes you need to avoid you can develop digital marketing practices that will fuel your bottom line for years to come.