brands using various electronic media. Digital marketing also has its downside if not used wisely. Here are several digital marketing mistakes that can potentially hurt your business. No digital marketing plan – Engaging in digital marketing without a strategic approach prevents the company from delivering an effective message to its audience. Without a plan, it is like jumping into the market with your eyes blindfolded and your hands tied at your back. It is important to begin by understanding your marketplace. Determine your strengths, weaknesses, opportunities, and threats. Once you’ve done that, the next thing to do is define your digital marketing objectives. Designate a budget to achieve your goals. No website – A business that doesn’t have a website is losing out on great opportunities. Without a website, the market is limited. A website helps the organization reach a wider audience. The Internet has become a widely used tool around the world. Building a website for your business allows the company to tap a wider market. It opens doors to potential international market. A great benefit of a website is the availability of business information at any time of the day. Existing and potential new customers can access your business information almost anywhere and anytime. They can conveniently browse through your products and/or services, prices, location, and other business information. Some websites give customers the privilege of shopping online. Clients can reach you through your contact form. The company can get valuable feedback from customers. Uninteresting website – It is not enough that you build a website. It is also important that you keep information fresh and up-to-date. Keep your website relevant by adding new information. Work closely with web designers to create an interesting website. Make sure that the website is user-friendly and appealing. Absence of social media strategy – Aside from a creating a website, it is also important to establish social media marketing. When your company is not part of social media sites like Facebook, Twitter, Instagram, etc. you will not be able to do the following:
- Signing up on various social media platforms can help an organization get to know its target market up close and personal. Tweets and status updates enable the company to get valuable insights into the daily lives of their customers including purchasing behavior.
- Provide quick response to issues. Many consumers turn to social media sites to express their satisfaction or air complaints about a product or service. It is in the best interest of a business to learn about customer feedback, both positive and negative that concern their products and/or services. Social media marketing allows the company to make necessary steps to acknowledge and resolve issues as quickly as possible. Many consumers think highly of companies that respond to customer complaints and work to solve problems.
- Conveniently share information about your company, products, and/or services on social media sites. Customers can stay attuned to innovative products, new services and latest promotions.
- Tap new customers. Social media marketing makes it possible to discover new customers that you were not aware of. You can influence potential customers to check out your site by posting specific keywords, hashtags and links.
Inappropriate posts on social media – Social media platforms are great tools in promoting the company, products, and services. It encourages interaction and engagement. A company can respond to customer queries on Twitter, Facebook, Instagram, and other platforms. If an organization is not careful, social media can also damage its reputation. For instance, antagonistic behavior directed on customers who posted negative feedback about the company or its products/services can backfire. It is the role of the company to offer solutions and not make issues or problems worse. According to Inc. most customers who complain on social media just want to vent their frustration and be heard. It is a big mistake to respond to negative feedback with negative counter attacks or criticisms. Antagonistic behavior on social media invites more attacks and paints a bad image of the company. Always respond in the right frame of mind. Analyze the situation. Inc. suggests that if you realize that your company made a mistake, the best thing to do is to be courteous and make up for your errors and shortcomings. Unclear campaign objectives – Based on CIO.com, one of the biggest digital marketing mistakes is failure to establish analytics goals before launching a campaign. Analytics goals are necessary to track, analyze and optimize your digital marketing. Keep track of critical things in your business. For instance, monitor important metrics like leads, sign ups, account creations, newsletter sign ups, form completion, sales, etc. Lack of measurable objectives makes it difficult to measure return on investment (ROI) of a campaign. Goal setting plays a major part in the success of a campaign. Create SMART (Specific, Measurable, Actionable, Realistic and Time bound ) goals to help track the success of your digital campaign. Failure to target the right audience – It is crucial to identify the target audience of consumers. Target audience is defined as a “particular group of consumers within the pre-determined target market.” Without a target audience in mind, it would be difficult to concentrate on whom to sell or serve. If you are unsure of your target audience, you cannot determine why a particular group of consumers need your goods and/or services. An organization that knows its target audience can adapt its message to suit its potential buyers of a product or service. TopNonProfits shares the following 10 questions to help define your target audience.
1. What is the desired action of your target audience? 2. What demographic groups are most likely to take the desire action? 3. How do they think? 4. What needs, challenges, and frustrations do they have? 5. How does your idea, service, or product help your target audience? 6. What drives them to make purchasing decisions? 7. Do they currently use (or support) a product or service of your organization or that of a similar organization? 8. What media do they currently use? 9. How can you best reach your target audience? 10. Are you confident you picked the right target audience?
Photo from Pixabay. Public domain. —————————– Rachel Yapchiongco, also known as Rach to her friends, is a Psychology and Marketing Management graduate of De La Salle University. Rachel is a mom to a charming boy and married to an entrepreneur who has a passion for cooking. She shares parenting experiences and slices of everyday life on her personal blog called Heart of Rachel.