A lot of people believe that there’s no such thing as bad publicity, which is a myth that’s been debunked many times before. Apart from this, they also believe that any action that leads to a greater renown is a positive one, which sounds legit until you stop to consider the issue of ROI. Spending half of your marketing budget to gain five customers would not be a good deal, would it? In other words, making a digital marketing campaign that works might be a bit more complicated than people initially assume. With this in mind, here are top six digital marketing trends that you should avoid like the plague.
1. Shameless self-promotion
Avoid might be too strong of a word when it comes to self-promotion, seeing as how you have to do it in some form. Still, shameless self-promotion in the form of hard-sell marketing techniques is not nearly as effective as people hope it will be. The reason behind this is a simple fact – your audience sees a direct correlation between your actions and goals. Therefore, they have to be at least a bit suspicious about the truthfulness of your words. Because of this, it is much more effective to go through seemingly independent channels like brand ambassadors or influencers. It is also better to go for a soft-sell approach wherever you can.
2. Ignoring the importance of SEO
Another thing you need to keep in mind is the fact that on-site optimization is not the only way to attract people to your website. In other words, having a flawlessly designed website is not enough to boost your traffic to the desired level. In order to get there, you need to improve the authority of your website through off-site methods as well. Needless to say, the best way to get there is through an extensive SEO campaign. Keep in mind that 95 percent of all Google searches end on page 1. Therefore, if you can’t get your website up there, it might not make a difference even if you have the best offer in the industry.
3. Disconnecting your digital and traditional marketing
Some people make a mistake of believing that their digital and traditional marketing (business cards, customized merchandise and leaflets) should stand on their own. In reality, you can use items like t-shirts and custom pens with your company’s logo on them to promote the digital presence of your business. Sure, not a lot of people will try to read your company’s social media handle off a t-shirt or a hat, however, this is not your aim in the first place. By simply placing a logo of certain social media networks (Facebook, Instagram or Twitter) next to your company’s name, you can subtly remind your audience that your brand is present on these platforms. This alone can be enough to encourage them to look you up.
4. Disregarding the customer lifecycle
The next mistake you need to avoid is disregarding the customer lifecycle. What this means is that you expect every single customer who visits your website to make a purchase then and there. Needless to say, this is not how things work. A lot of people are simply there to see what’s on offer. Others visit to check out your price and compare it to your competitors. In other words, you shouldn’t take your shopping cart abandonment rate for granted, seeing as how, most of the time, it won’t be a clear indicator of your website’s efficiency. Try to focus your digital marketing on the idea of setting your audience on the right path towards your store, rather expecting them to miraculously just appear on the counter.
5. Using a generic selling proposition
One of the greatest problems that most entrepreneurs make is believing that a lot of competition is a bad thing when this is not necessarily so. If you can come up with a unique selling proposition, you will see that having competitors can be quite useful. After all, they become a point of reference for your superior offer, as well as prepare the market for your arrival. Of course, if you just hope to copy-paste the offer of your competitors into your own digital marketing strategy, you will be sorely disappointed. Nevertheless, in this situation, the fault clearly wouldn’t fall on the competition.
6. Not setting adequate metrics
Finally, how can one say if their social media marketing strategy was a success or a failure? In order not to make a mistake here, you need to clearly define metrics according to which you are to make this evaluation. For instance, you should decide how highly you value things like traffic, conversions, subscriptions, shares and sales. Of course, making subscribers or visitors is easier than generating sales, which is why you need to set these goals straight from the day one. Once you manage to pull this off, you will be able to say exactly where your brand stands in the online world.
While it is true that creating a proper digital marketing strategy is a complicated matter, just by avoiding these six mistakes, you can ensure that you are always on the right track. Moreover, you need to know what you want from your digital marketing campaign since there’s no easier way to get disappointed than to set unrealistic expectations.