Digital Marketing – 8 Signs You’re Doing It Wrong
Digital marketing. It’s a vital component of survivability in today’s age. As marketers ourselves, we’ve seen the mega shift that has occurred in the way that companies are now able to promote and advertise themselves, and engage with audiences across Internet platforms.
We also see on the horizon the rise of even more digital marketing technologies that will change the entire marketing landscape once more.
But do you know what’s so frustrating?
Many business leaders still don’t get it. They don’t want to invest in digital marketing — either because they don’t understand it, or they don’t have faith in it.
Unfortunately, these business leaders are digging their own graves.
Here are 8 signs your your business is missing the mark when it comes to digital marketing. If you can relate to these signs, don’t walk — run to the phone and call us for help.
(RELATED: What You Should Be Prepared to Spend on Digital Marketing in 2018)
1. You Stress Over Social Media ‘Likes’ and Shares
We sometimes bring our love of shared, re-tweeted and “liked” content from our personal lives into the way we do business. While a high number of likes or followers can look impressive at the surface level, you might not see any benefit from these things once you dig a little deeper.
While there is currently some debate about it in the industry, people liking your page or sharing your content doesn’t factor into the complex algorithms Google uses to determine how high your page ranks. Don’t obsess over too many likes and shares and don’t let a high number of shares make you complacent.
2. You’re Forgetting the Importance of Email
Did you know that almost two-thirds of marketers believe email is at the heart of their business? Over half of all consumers like receiving promotional deals and updates in their inbox each week, too.
People are using an increasingly large variety of devices to stay on top of their emails and as a business owner, you should too. Emailing your clients or customers allows you to personalize the experience to meet their needs and increase their engagement.
3. You’re Sharing the Same Things Across Every Platform
There’s no reason for customers to follow you on more than one platform if they can get everything they need from you on just one. The various social media apps are made for different groups that want different things, and you can use that to your advantage.
- Use Instagram to bring a visual message to your clients and give them a look at what you’re selling.
- Twitter is ideal for the smaller bits of news that you want to get out to your audience in real-time.
- You can use Facebook to bring repeat customers back in, engage new ones, and hold competitions to keep interest levels high.
If you do need to share one thing on all mediums, you should employ some strategy and tweak the stories to fit the platforms.
(RELATED: #RIPTwitter – How the Social Network Dug its Own Grave)
4. There’s Too Much Focus on Small Things
You need to have a specific goal in mind for the long run. This will help you craft a digital marketing strategy around meeting that goal. Everything you produce after that should have a purpose, whether it is to bring in more web traffic, get more email subscriptions, or generate more clicks. Make a broad plan so that you aren’t just creating meaningless content.
5. Customers Can’t Find You
Without an online presence one, you could be artificially limiting your potential or exposing yourself to competitors. If you aren’t getting much web traffic, it could be because you don’t generate very much content or the stuff you do put out there just isn’t interesting to your base. You can find strategies to help you with that on this very list.
6. You Don’t Have a ‘Digital Team’
If your marketing team isn’t reading at least some digital reports, you might need to implement some training programs. Reading these things, along with attending conferences, blogging weekly, listening to podcasts, and working with digital marketing experts can all help to keep your business relevant.
7. You Can’t Answer These Basic Questions
There are some basic questions every business involved in digital markets should be able to answer.
- What is your cost and revenue per lead?
- Which web content manager do you use?
- How many visitors per month do you get?
- How are you staying current?
(RELATED: 6 Digital Marketing Hacks the Competition is Using to Steal Your Customers)
8. The Site is Too Old
If it’s been at least five years since you’ve launched your website and you’ve not updated it, now is the time. Almost one-third of all websites are visited via mobile devices, and you need to optimize your website to accept this traffic. If you do not, you could lose valuable customers.
In addition, the advancements in content management systems, marketing automation tools and web design necessitate that a new website is in order.
An investment in digital marketing is an investment in your future. A strong team and a clear plan can keep your company viable in the digital age.