As a small business owner, managing your digital marketing strategy can be an intimidating task. There’s a lot to keep track of and best practices are constantly changing. To keep from getting overwhelmed, here is a list of six digital marketing mistakes you can check for and avoid.
1. Not Using SEO Tactics
SEO, or search engine optimization, is an absolutely essential digital marketing strategy for any business with an online presence. SEO involves using specific strategies like keyword placement to rank higher on the search engine results page. The higher your site is in the results, the more likely it will be that customers view your site and possibly convert. When you consider that organic search drives more than 50% of traffic, it’s clear that a solid SEO strategy is a must.
2. Ignoring Social Media
Gone are the days of social media simply being for sharing your thoughts and pictures of your lunch. These days, social media sites are an important arena for promoting your business and landing new customers. Whether it’s Instagram, Twitter, Facebook, or Tiktok, social media provides opportunities to increase customer awareness of your company.
3. Not Retargeting Customers
There’s nothing worse than doing all the work to get a customer onto your site just to have them leave before they convert. Luckily, there’s a solution: retargeting ads. These ads target consumers who have already interacted with your business in some way and just need an extra push to come back. They’re incredibly effective. With retargeting, a business’s conversion rate increases by an average amount of 128%. If that’s not worth the investment, what is?
4. Not Using Email Marketing
Email marketing is one of the gems of digital marketing that you simply cannot overlook. Emails are an inexpensive way to connect with your customers, promote special offers, market products, and generally increase conversions. When you add in the potential that segmenting your email list offers, the opportunities with email marketing are nearly endless.
5. Not Using Analytics
Your digital marketing strategies are investments in your business and so you should be tracking how they’re doing, specifically looking at the return on investment. If you see a low return on investment (ROI), it’s clear you should change something and with a high return on investment, you know you’re doing something right. The only way to know which marketing strategies are working and which aren’t is to watch analytical data like ROI.
6. Too Broad a Target Audience
It’s understandable to want to reach as many people as possible with your business. Unfortunately, trying to tap into too broad a target audience with your marketing can actually backfire and land you fewer customers for your investment. With a narrower target audience, you can tailor your marketing strategy more accurately to perfectly appeal to them.
Getting your digital marketing strategy just right is no easy feat but by avoiding these six common mistakes, you’ll be on the right track. Soon, your marketing efforts will be more effective than ever.