Top Digital Marketing Mistakes Businesses Need To Avoid

Digital marketing is growing daily as business brands continue to adopt it in their operations. According to research, brands are continuing to increase their usage of various digital marketing tactics. Not only are they increasing the use of digital marketing, brands are also seeing results:

  • Brands with a documented digital strategy are >300% more likely to report success than those who don’t have one
  • 75% of marketers say they’ve seen a boost in their company’s credibility and trust among consumers through digital marketing
  • Content marketing, on average, costs 62% less than traditional marketing (and boosts leads by 3x)

*Statistics above are courtesy of MediaValet.com.

Even small businesses are getting in on the act with around 90% of small business owners saying they’re leveraging digital marketing to promote their products and services.

Though digital marketing is the talk of the town, many business owners still make it unnecessarily complex, leading to a series of mistakes that affect the brand’s general performance.

Digital marketing is a tricky business that requires a keen eye for details to be on the safe end. Businesses need a digital marketing strategy in place to ensure there’s a clear direction.

When you include things like content marketing, email, and SEO in your strategy, you develop a fuller picture and set your business up for success.

To help you be successful in your digital marketing, we’ve laid out some of the common digital marketing mistakes facing many businesses across a variety of industries.

If you want to get the best out of your digital marketing efforts, you need to avoid the mistakes outlined in this article. Let’s get started!

What are the digital marketing mistakes businesses should avoid?

While digital marketing is indeed a powerful tool for businesses to promote their brand and grow, it can also have negative effects if approached the wrong way. And your business can miss out on tons of opportunities if you don’t have a focused strategy.

A half-baked digital strategy just makes your business look bad, so be sure to do your planning first. Then, begin execution with a clear path for where you expect digital marketing to take your business. Here are seven digital marketing mistakes you need to avoid.

Targeting the Wrong Market Audience 

Targeting the wrong audience is one of the major digital marketing mistakes affecting many business brands’ performance. Many companies are in a hurry to target a broad audience to secure a considerable market for their products and services.

Their aim is to reach many people, so they end up targeting everyone across the industry (and sometimes outside the industry by accident). Most of the companies that rush digital marketing execution tend to get discouraged once they realize that they are not getting what they intended to get from their marketing efforts.

If you target an audience of “everyone”, you may as well be targeting no one with your digital marketing.

This turns out to be a waste of time and resources since you’re spending a ton of time and effort creating marketing campaigns that are targeting people who likely aren’t interested in what you have to offer. This problem is mainly caused by poor market research when finding the right audience to target.

To ensure you’re targeting the right people, create marketing personas with insights into your audience so you can craft messaging and campaigns that are in line with what they want to see. Marketing personas primarily refer to the fictional profiles that represent your customers depending on the data on your target audience.

Neglecting the Power of Remarketing 

Remarketing is a powerful digital marketing tool that has the power to capture the attention of members of your audience who you may have initially lost. Prospective customers will land on your site and interact with your marketing campaigns. They may leave your site without buying, sometimes providing you with an email, sometimes not.

Remarketing, whether you collect your prospects’ emails or not, allows you to reconnect with people you’ve lost touch with. We’ll look at two remarketing options that are highly effective.

Email remarketing

You can leverage email in your remarketing efforts to help bring prospective customers back into the fold. You can make this happen with the aid of sending emails to remind prospects about what you are offering and what you have in store for them. You can provide special discounts to customers to make them feel valued.

Various email technology platforms allow you to fine-tune the messaging and the offers you send to more effectively convince people to return.

Image: Example of email remarketing from BirchBox – Source

Remarketing ads

In addition to email, you can craft remarketing ads that can help you get the job done. This strategy works well when your business site uses cookies or tracking software to track the activities of prospective clients on the site. Essentially, when someone visits your site and leaves, you can target them as they browse the web with dynamic display ads that remind them of your brand and offer some sort of messaging to entice them to come back.

Forgetting About Search Engine Optimization (SEO) 

Search Engine Optimization refers to setting up your site and the content on it in a way that allows search engines like Google to understand your site and serve it up in relevant search results.

Why is it important for your business to show up high in search results? According to a study by Moz, the first page of Google search results accounts for 71% of all clicks. The second page follows far behind with only 6% of the total clicks. That’s a huge difference, and a clear reason you want to optimize your website.

Some companies tend to neglect the power of SEO in their operations, making it difficult for prospects to locate their brand while searching online. Think about it. When someone is searching for something online, they have a high intention to buy or to engage with whatever answer meets them on the other end of that search.

In fact, a recent study shows that SEO results, due to their high-intent nature, have shown an average 14.6% conversion rate.

SEMrush

Remember that SEO is the backbone of any digital marketing effort, and it goes hand-in-hand with your content marketing. No matter whether we’re talking about your website, your email marketing, your social media, your YouTube campaigns, or any number of other digital marketing tactics, you need to consider the implication for SEO.

Always keep in mind that SEO takes time to begin yielding results. You need to give your SEO effort sufficient time and energy to allow them to generate the desired results and elevate the performance of your business. SEO only works well when accompanied by patience and proper marketing efforts.

Neglecting Social Media 

If a significant part of your audience lives on social media and you are not there to engage them, you’re marketing a serious digital marketing mistake. You are likely to be missing out on a vast opportunity that can help you increase sales and build lasting bonds with your target audience.

As you can see by the chart below from Statista, there are nearly 4 billion social media users around the world as of 2022. That figure is expected to rise to 4.41 billion by 2025. While not all of those users are obviously in your target marketing, a number that large means there is a good deal of people you can reach by leveraging targeted social media channels.

Image: Social media users across the world by year – Source

Proper use of social media marketing helps you increase engagement with your target audience and build a positive relationship with customers from different corners of the world.

Your target audience will have their own social media preferences, so be sure to only be on the channels where your audience is active. Equally as big of a mistake as not being active on social media is being active on too many channels. You can run your resources thin, and you risk getting limited value from spreading out your efforts and wasting time on channels where your audience doesn’t hang out.

Once you identify the social media platforms where most of your customers spend time, you’ll have an excellent opportunity to engage with them and convince them to help spread the word about your brand. You can post content like:

  • Articles from your blog
  • Videos about your brand or your products
  • Industry updates from other authoritative websites
  • News about your company
  • Product releases
  • …and so much more

Just be sure to mix it up. Add value for your audience, and be actively engaged in conversations. Too many brands simply post a bunch of promotional posts and walk away. You severely limit the value of social media with this approach.

Inconsistency 

Consistency is a very crucial component of digital marketing success. Remember, it’s super important to create a recognizable brand that connects and resonates in the minds of your audience.

If you aren’t consistent with that brand or the messaging you send through your marketing, brand confusion results, and you gain very limited value from your efforts.

You need to update your social media feeds, your website, and your other online real estate regularly to prevent your online presence and your digital marketing efforts from becoming stale. Do the following to ensure you’re staying consistent and offering ample opportunity for prospects and customers to connect with your brand.

  • Maintain brand consistency by using a style guide
  • Develop a regular posting cadence (frequency) on social media
  • Publish new content, like blog articles, at least several times per week
  • Send email and other campaigns on a weekly, bi-weekly or monthly basis to stay consistent
  • Ensure any team members who touch your digital marketing are on the same page

Building a strategy that leverages analytics will show you what’s working and what’s not. Take your findings and apply them to your campaigns by focusing on the parts that are working and doing more of that. Eliminate or fix the things that are not working. doing this will help you stay more consistent with your messaging and your digital marketing as a whole.

Only Trusting in Paid Advertisements 

Many business owners strongly believe in the power of paid advertisements. They tend to forget to use other digital marketing strategies that are absolutely free to use. This can be very costly.

First, the percentage of internet users using ad blockers continues to rise. From just over 23% in 2018 to nearly 28% in 2021. This trend will likely continue as people grow more and more frustrated with the negative impact that ads have on their browsing experience.

Image: Ad blocker growth continues – Source

It is evident that paid advertisements improve business performance. We’re not suggesting in any way that there’s no value to advertising. The problems, ads can be expensive, and your impact is limited if you don’t also focus on digital marketing.

If you set up your content marketing, email marketing, social media, and other digital marketing efforts properly, you can cut back on what you spend on advertising and generate the same (or better) results. 

Failure to Evaluate Your Digital Marketing Data 

The current business world is propelled by data. Irrespective of your business industry, you need to monitor your data strictly to help you understand what’s working, what’s not working, and how you can improve your results.

Data is a core aspect that provides you with a clear picture of your business performance and offers tons of insights regarding the future of your brand. Data is an essential element of any business operation. Your digital marketing should be no different. 

Proper evaluation of your marketing data eliminates other mistakes – such as targeting the wrong audience or continuing to waste time on campaigns that aren’t working – and helps you understand a wide array of insights about your customer groups.

Harness the value of the insights you uncover through your data to update campaigns and become more targeted to drive better ROI from your digital marketing.

Final Verdict! 

Digital marketing is an efficient way of securing a broad market audience quickly and effectively. Bottom line – digital marketing works.

Your business should have a mix of different tactics involved in your digital marketing strategy. Putting all your effort into just one place of focus severely limits your potential.

Focus on the right channels and the right types of content that you know your audience will love based on the research you’ve conducted on those audience members.

Follow these tips, and avoid the mistakes mentioned within this article and your digital marketing campaigns will thrive.

Ryan Erwin
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6 thoughts on “Top Digital Marketing Mistakes Businesses Need To Avoid”

  1. Inconsistency is a biggie Ryan. Most marketers lack the quality of being consistent. Being consistent makes you stand out in a big time way. Keep doing one thing to do it well and to gain credibility in that area. Excellent post.

    Ryan

    Reply

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