7 Digital Marketing Blunders to Avoid
If you’re somewhat new to digital marketing, you know the process of understanding the dos and don’ts for successful strategies is a steep learning curve.
For example, you may initially struggle to determine…
Which social media platforms to utilize.
What kind of email subject lines will increase your open rate.
How and where to target your PPC ads.
Rather than blindly throwing darts and hoping something works, it’s important to take the time to study up on what’s most effective.
If you can learn from other people’s mistakes, why not?
In this post, we’re diving into seven common digital marketing mistakes and blunders, particularly by ecommerce businesses.
Ready? Let’s begin…
#1: Not leveraging social media.
An effective digital marketing strategy includes several key components.
Automated email sequences? Check.
Compelling and clear website copy? Check.
What about engaging social media channels and strategy?
If you don’t have the latter, your business will miss out on a major opportunity to attract new leads for customer acquisition or engage with existing prospects and customers.
From exciting offers and content promotion to engaging contests and compelling videos, social media significantly amplifies your marketing efforts.
As HubSpot reports, 90% of marketers say that social media has increased their business exposure.
The exact social media channels that you choose to use depend on your product, demographic, and goals. Take the time to determine which will help you accomplish your marketing goals, but either way, don’t pass on leveraging social as part of your strategy.
#2: Targeting everyone.
Whether planning Facebook ads or Google ads, targeting is of the utmost importance.
Why waste your budget serving ads to a demographic that likely won’t have an interest in your offerings?
Take the time to identify your best customer, and take into consideration both demographic and psychographic information.
To do this, use both your knowledge and experience, as well as existing analytics information regarding who is already following your business on Facebook.
For example, the sponsored Facebook ad below was served to a user currently traveling in Mexico.
Holiday Inn Express targeted their ad to someone who was more likely to click and potentially convert, versus serving ads to everyone and anyone.
Whatever your demographic may be, target your digital marketing efforts to attract the most qualified leads.
#3: Having a slow site load time.
As technology has advanced, we’ve become more accustomed to fast load times.
Consider the fact that 47% of consumers expect a webpage to load within two seconds or less (source).
And, according to MachMetrics, “a one second delay in webpage time equals a 7% reduction in conversions, 11% fewer page views and 16% reduction in customer satisfaction.”
Doesn’t sound entirely ideal–and the good news is, there’s something you can do about it.
If you’re wondering how fast your site loads on average, you can test your page speed using Google’s PageSpeed Insights tool.
If your site receives a red or orange ranking, it’s time to reach out and consult an IT professional who can help you take steps to improve your page speed.
It would be a shame to develop a stellar site, only to have prospects and potential leads exit the window before it fully loads.
#4: Forgetting abandoned cart shoppers.
In one study, Barilliance found that the abandoned cart rate in 2017 was 78.65%.
This is a high volume of people to lose as potential customers–but there are proven strategies to bring them back and entice them to continue through checkout.
Shoppers abandon their carts for a wide range of reasons–and many of them have nothing to do with not wanting your product.
Maybe it’s that they didn’t feel ready to buy, or had concerns regarding the security of the payment methods.
Either way, as a brand, it’s important to make it a no-brainer for them to return.
Exit-intent pop-ups and abandoned cart email sequences can work wonders in increasing your revenue and building your customer base. Another excellent tool is to trigger direct mail, whereby offers of abandoned cart merchandise are delivered within a few days in a branded postcard.
Use these methods to answer frequently asked questions or offer additional incentives to continue to checkout.
For example, accessory brand Radley London began using abandoned cart emails in an attempt to recover shoppers. They discovered that they could recover 7.9% of sales after an email is sent.
#5: Not identifying your marketing goals.
If you don’t know where you’re trying to go, you’ll never get there.
Perhaps you have a vague idea of what you’re looking to accomplish with your marketing strategy, such as growing your email list, engaging your leads, and generating brand awareness.
That’s a good first step–but in order to actually accomplish and move forward in a positive manner, you’re going to need to get really specific.
How many subscribers and by when?
How many leads engaged per month?
How much search volume and site traffic do you want to see each month to indicate growing brand awareness?
Once you’ve identified your goals and metrics (such as ROI and Lifetime Value), you’ll be able to get clear on the details for your associated strategy and tactics used.
#6: Ineffective campaign tracking and measurement.
Knowing your goals is one thing. Tracking your progress and learning how to modify your strategy in order to better attain them is another.
Luckily with technology, we have an increasingly sophisticated ability to measure and analyze performance.
If you aren’t tracking your digital marketing campaign, there’s no time like the present to start.
Maybe it’s figuring out what’s the best time of day to send your promotional emails.
Or determining what kind of creative works best in your PPC ads.
Whatever it may be, take the time to understand how to track and measure your efforts–or better yet, hire an agency who can help you analyze the data for success.
#7: Leaving out personalization.
Simply put, people want a relationship with brands they buy from.
In fact, 66% of consumers say they are extremely or somewhat likely to switch brands if they feel like a person rather than a number (source).
When it comes to email marketing, simply using a subscriber’s name in emails can work wonders in increasing engagement and conversions.
Personalization also works when making recommendations.
If you’re able to recommend products or services that align with a particular prospect or customer’s interests and needs, he or she will feel understood and catered to.
Improve your overall customer experience–make personalization a must in your marketing efforts.
Keep these seven common blunders in mind when crafting your digital marketing strategy.
As a service-oriented digital agency with omnichannel experience, d3 has the ability to bring deeper insight to clients.
If you need help analyzing the data or improving your strategy and results–contact us today to speak with one of our digital marketing specialists.