Failing to plan is planning to fail, and digital marketing is no exception to this timeless adage. By thoughtfully researching and planning the best marketing strategies, each step is fine-tuned to launch the most successful competitive edge over your top competitors.
Failing to identify your target audience, track competitors, develop compelling content, and distribute through key channels are lost opportunities to secure the most success.
Although it may feel daunting to compile the backend work that needs to be done, it’s highly worthwhile. Watch out for the following common mistakes every digital marketer needs to avoid.
Mistake #1 — Failing to Speak to Your Audience’s Needs and Wants
In order to craft a compelling message that is shareable and memorable, you need to know who you’re speaking to, along with their needs and wants in relation to your business. Consider your ideal buyer and how your service or products solve their problems.
Ask yourself the following questions:
- Who is my primary and secondary target buyer? Why?
- How do their demographics support my business goals and align with my mission/values?
- What are their needs, behaviors, and concerns? How do these connect with what I am offering?
- How do my products or services help them achieve their goals?
- How is my ideal customer most likely to hear about my product? What social media channels?
Building a buyer persona will greatly help you make the most of your marketing efforts before executing campaigns.
Mistake #2 — Failing to Map out the Buyer’s Journey
There’s a wonderful book that details the importance as well as the roadmap to planning out your buyer’s journey. Digital marketing that is not implementing a story brand in its efforts is making a huge mistake.
Every buyer is on a journey and you need to identify the milestones your buyer will likely face when on their way to discovering and remaining loyal to what you offer. This may include certain gatekeepers and motivators through shared challenges and decision-making crossroads. You want your brand to play a strong role in guiding and leading your buyer toward what you know they need and want (see the previous mistake).
Apply some thought and intention to your buyer journey and you’ll see a dramatic improvement in strategizing and executing successful messaging.
Mistake #3— Not Tracking Your KPIs
Your key performance indicators (KPIs) are a vital element of your overall strategy. When businesses fail to track these, they lose out on the opportunity to capitalize on conversion and sales opportunities. You need to see through responsive data what is working and what is a waste of your time and effort. Put your energy where it’s working by using tracking methods.
Gather data on the time your customer is spending on the pages you’ve optimized, how cooperative they are with gated offers, etc. Are there any pages with unresponsive buttons or obstacles that would make a potential buyer click away? Outlining and tracking your KPIs is a game changer for anyone serious about leveraging their time and effort.
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ON Advertising consists of brand strategists working synergistically to develop and support successful market influence. Our full-scale consideration of each facet of marketing and advertising operates with clear goals and objectives laid out for each client and their unique needs.
Our team of thinkers, creatives, and observers blend their talents together to help develop a brand that works for you. Whether you are seeking additional advertising advice for your marketing strategy or any other retail project, we can make it happen!
Contact us today to learn more about our services and how we can help your business shine!