5 Things You’re Doing Wrong in Digital Marketing

photo from imarketdx.com

photo from imarketdx.com

When done correctly, digital marketing can tremendously help a business grow in a number of ways. What some advertisers don’t understand is that focusing on one single marketing channel can be damaging to one’s digital strategy. Just like a delicious and satisfying recipe, a marketing campaign should consist of many ingredients. It’s important to use a multi-layered approach, understand the relationships between the marketing channels and how they can complement each other.

Winning the game of digital marketing can be a tricky concept. In order to see and prove success, goals must be clearly defined before the start of a campaign. Then, these goals must be attained using proper channels. In order to figure out if your campaign was a success or not, you need to refer back to your original set goals and compare metrics accordingly.

You already know that strategizing your marketing plan can dramatically help your business, but here are 5 things you may not know, or you’re doing completely wrong:

1. You’re focusing on metrics that don’t matter. Similar to what you read in this article called “Success Metrics: Delivering Data that Matters to You”, using the right tools to deliver the results and data you need is crucial. In order to manage a digital marketing strategy, one must have agreed-upon performance metrics and know what matters. You know your business better than anybody, so let us know exactly what you want to see in your results. Try streamlining your campaign by making a list of all of the elements you want to measure.

2. You’re letting anyone do it. Your business is your baby and you don’t want just anyone babysitting. Experience is key, so let the professional marketing and advertising executives handle your campaign with care. Staying on top of all marketing trends, not just social media, will keep your business ahead of the industry.

3. You’re not willing to fail. It’s fairly common in the marketing world to have a campaign that doesn’t perform the way you expect it to. If a program isn’t producing desired results, don’t just walk away from it without asking questions. A few tweaks can get it back up and performing stronger than ever. It is all about optimization.

4. You’re advertising in the wrong places. What works for one business may not necessarily work for you. Figure out where your presence should be, whether it’s in a display ad, blog, video, or anything else. You won’t see great results unless you use a multi-faceted approach to your digital marketing. Push your business through multiple channels, find where your success is, and go from there.

5. You don’t know your audience. Do you know your audience as well as you think you do? Unfortunately, guessing what your audience will do doesn’t cut it. In this day and age, we have access to search patterns, advertising interactions, data-driven decisions, social media conversations, and more. All of these factors can help us create an educated plan as to how to reach that specific audience.

Maybe you aren’t doing any of these things wrong. Maybe your ROI is through the roof and your business is booming. However, if that isn’t the case, reconsider your digital strategy and analyze these 5 common mistakes. It could completely change the way your campaign works.


Optimizing Your Brand to an Ever-Changing Environment


Photo from L7 Software

Consider this: you’re a business and you want to be taken seriously. Who wouldn’t? In order to do so, you already know that you need to have quality branding. Your brand connects verbal and visual elements to create recognition, reach a target audience, and build a complete packaged experience to the consumer.

Now pile on another layer called optimization, a narrowly focused brand crafted to connect with very specific audiences that are looking for what you offer at a certain time and a certain place. A well-marketed and optimized brand will present its message with images at the very point when and where your target is choosing to respond. Whether it’s to inquire, refer, click, register, or buy, it’s a critical part of your marketing plan.

What’s the big deal?

The evolution of marketing is interminable and ever-changing. Today, the most successful marketing leaders focus on new and innovative ways to generate revenue and create buzz about their products or services. With the ongoing developments of technology, it’s safe to say that all branding campaigns need to continue to progress in order to stay relevant.

Gone are the days of allocating an entire marketing budget to a print ad or 30-second spot on the radio. Although those methods are still alive and well today, there has been a major migration of ad spending from traditional channels to digital ones. TV commercials today are pointing viewers to go directly online and visit their websites while radio advertisements have listeners visit mobile apps. All signs point to digital progression.

In a world where mobile devices are used universally, it’s critical for brands to be prepared to engage their customers in social media. More than 74% of Americans own smartphones. Of those users, one-third of them say they use their mobile device as their primary source for Internet. If marketers haven’t already caught on that it’s time to move forward and take advantage of mobile advertising, now is the time.

When it boils down to ROI and digital marketing, the real voyage is with how customers find and evaluate what they will purchase from whom. The initial touch points of discovery are digital; whether it’s through social media, mobile apps, search engines or other routes. In nearly every market, buying decisions rely heavily on digital content and user experience. It is completely necessary for a business to be present when a user is searching for them.

The solution to reaching the right audience while giving the right impressions is understanding the difference between inbound and outbound marketing. Outbound marketing, also referred to as ‘push’ marketing, imposes itself on people without an invite. Spam emails, telemarketing, and other unwanted ads like these are considered outbound.

Inbound marketing is initiated by its recipients, which eliminated the unwanted factor. The user will look for something that interests them, and a marketer delivers useful information or services. Thus begins a relationship between the buyer and the seller that has potential to be nurtured over buyer-invited interaction. With this type of marketing, it is possible to track engagement, see how many go on to become leads or customers, view shares or “likes” on social media, and receive feedback on what resonates with user.

What does all of this mean to you and your business? Adapting to digital media as it evolves is essential for branding. Optimizing all of your digital assets will help you reach prospective and new customers while maximizing your performance. Whether it’s your web page, display ad, blog, article, video, or social media network, you’ve got to put yourself out there so that your customers can find you.