#5 Most Common Digital Marketing Traps

In 1995, less than 1% of the population had access to the internet. In 2019, 56% of people all over the world are already online. That means that over 4 billions of people are using the internet – such an enormous audience isn’t it? Want a chance to attract and convert a part of this audience? Have a close look at Digital marketing (and various digital marketing traps), if you aren’t using it already.

Digital marketing has entirely changed how both small and huge companies from all industries interact with their audience. Especially for small businesses, the benefits of digital marketing are huge. Digital marketing doesn’t require a vast budget and it can reach a far wider audience than anywhere else. What’s more, marketers can use digital marketing in every single industry possible. They can also analyse and improve every single metric.

There are several different types of content marketers can use too. So no matter the size of your company or your budget, you can use digital in your business.

That doesn’t mean that using digital marketing is all easy and straightforward though. There are several pitfalls on the way, and even experienced marketers can fall into them if they are not treading carefully. See the list of the most common digital marketing traps.

Not testing and analyzing their digital marketing strategy

In Digital marketing, analysing and testing all parts of your marketing strategy is easier than ever – but many companies don’t bother with that, seeing this as a waste of time. But without looking at the hard data, how will you know which tactics work for your business and which don’t? Or what topics get the most clicks and share? You simply won’t. That’s why not testing your marketing strategy is one of the biggest digital marketing mistakes you can make.

It’s especially important now because digital marketing landscape changes in the blink of an eye and what worked perfectly during the first campaign might no longer work two months later so companies can’t keep using one tactic over and over again.   

By keeping track of the performance of their content, marketers can make decisions based on precise data rather than “gut feeling” and save money this way – if the performance of an ad or content is much lower than expected, they can stop it instead of losing money. Then marketers can also improve their digital marketing efforts based on the data they got from analytics. Analytics is a goldmine of information so you can’t afford to neglect it!

Creating content just for the sake of posting something new

When it comes to creating new content for your business, you have plenty of options to choose from – blog posts, videos, webinars, infographics, newsletters and far more! As with everything in marketing though, quality is more important than quantity – posting several posts on social media with no real goal in mind won’t get you anywhere.  

If you don’t know what the goal for your content strategy (attracting more leads, more customers, increasing engagement or increasing sales of your new product) is, it will be hard to analyse the performance of the content and learn what is working for your brand or not. Have problems with noting down your goals?

Many marketers use the SMART method to help them with specifying their marketing goals and focus on achieving them. For a goal to be SMART, it has to be “Specific”, “Measurable”, “Attainable”, “Relevant” and “Timely”.  

With clearly stated goals, it will also be easier for you to check the performance of your content and improve your strategy later, so setting goals for all content pieces is a must!

Not creating content with the audience in mind

When looking for content ideas, it might be tempting to pick the most popular content form currently or use a topic that was successful for other company, with the hopes of attracting as broad audience as possible. But if the content is not interesting or useful for your own audience, your chances for attracting more people are slim. Your content will only be overlooked in the sea of other posts or videos.

How to avoid this digital marketing mistake? Before creating any new content, it’s a good idea to ask yourself a few questions. For example, what is your audience interested in? What would they like to learn and what content type they want the most? The answer is often right in front of you as customers are showing every day what do they like and what do they need, you just need to look at your analytics and feedback.

If you give them the information they are interested in and found useful, they will share it with others. If you want your content to have a chance at going viral, you have to first focus on your audience rather than aiming for the whole world straight from the start.

Not promoting your new content

Every day, people post 500 million tweets and 5 million photos online. Youtube alone gets 400 hours of videos uploaded per minute! With such incredible competition over internet users, even the most useful article or funny video will be overlooked if it’s not promoted enough.

Instead of publishing your new article or podcast on your website and hoping people will find it by themselves (not possible with the amount of content they see daily), spend some time (and money) on thinking up ways to attract customers to your new piece of work.

For example, you can use your social media account to inform your followers you are released a new podcast and encourage them to listen to it – and share with their friends. Newsletters are also an excellent place to promote your new content.

Another digital marketing trap?

Being in too many different places at once

A few years ago marketers didn’t have too much trouble with picking a digital channel for their marketing efforts. Mainly because there weren’t too many channels to choose from. Being on all of the channels and keeping them updated wasn’t much of a hassle either.

Now, however, being on every (or at least majority of) digital channels and keeping them all updated is simply impossible. It would take far too much time and far, far too much money. That doesn’t stop companies from falling into this digital marketing trap though.

Besides, the quality of content on all channels would surely suffer. Having an empty and barely updated account just for the sake of having doesn’t make a good impression either. There’s no way around it, you have to decide which digital channels to use and leave the rest.

But which ones to pick? The most efficient way to do it would be to choose 2 or three channels where you are most likely to find your target audience on. Instagram or Snapchat might be a great option for a brand directed at young people but not really for B2B companies. Those have a higher chance of finding their prospects on Linkedin.

Summary

Digital marketing is here to stay, so it’s essential to learn about the possible pitfalls and how to safely avoid them. Saving both your time, energy and money. Avoid main digital marketing traps and always:

  • Pick a topic and type of content that will be the most useful for your audience
  • Don’t forget about promoting your new content
  • Stick to two or three digital channels that are most suitable for your brand  

Have you ever fallen into one of those digital marketing traps before? How did you deal with it?

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