Author : Molokini
Despite digital marketing’s relative infancy, industrial organisations are now slowly beginning to realise that these online channels are not to be ignored. Digital marketing has become a vital component in how people gather information and make purchasing decisions. Yet, while businesses currently reside at varying levels of digital integration, all run the risk of committing the very slip-ups that may obstruct growth and success. Here, we look over some of the most universal digital marketing faux pas in the digital sphere today, and how to steer clear of them...
1. VALUING QUANTITY OVER QUALITY
The average lifespan of online content, be it a blog or social media post, is roughly 2-3 days. A lot of businesses quickly read a stat like this online and then decide to churn out unmanageable volumes of content, hoping this will in some way reach their target audience. Not surprisingly, this backfires. Instead of seeing an increase in engagement, they have effectively become yet another company - adding unwanted noise pollution to the digital sphere and swiftly alienating the very audience they were so eager to reach.
Placing more importance on producing high-quality content in a variety of forms is far more effective than more frequent mediocre content.
Instead of frantically writing generic articles that could be used for insomniacs who don't respond to heavy medication, put your time and effort into collating highly relevant data for your audience about your services or products. Create white papers, articles for publication on third-party sites, engaging blogs, informative infographics, amusing images, videos that invoke emotion; basically, something worth sharing.
Bottom line: Putting together a more relevant and engaging content strategy won't reduce the amount of time you spend on content creation or curation by any means, but it will mean that the effort you are making actually has a positive impact on your audience, and by default, your business.
2. BUYING FAKE FOLLOWERS
There's no denying that the larger the number of followers on a social media channel, the better a businesses' prominence and social leverage, but having a higher number of spam followers will not increase your return on investment, nor will it positively impact user engagement ratings.
And low engagement ratings are not the only reason to steer clear of fake followers. Some more sinister Social Media Follower services can sneakily gain access your account to spam your audience with their own advertisements, offering to increase social media followings. Naturally, this leads to a loss of trust and repute in your customers' eyes. It's no secret that people see buying followers as a very misleading thing to do at best, and downright dishonest at worst.
If you do want to see your followings go up more quickly, try legitimate, highly-targeted advertising campaigns to reach an audience that is actually human, and relevant to you and your services. Facebook, LinkedIn, Twitter (and now even Instagram) all have targeted paid promotions available for any industry or budget.
Bottom line: Focus again on quality over quantity, both with content and followers. By slowly and steadily building up a community of people that are genuinely interested in your product / service, you will reap far more benefits.
3. OVERLOOKING THE 'SOCIAL' PART OF SOCIAL MEDIA
People online are still people. It's all too easy to forget that on the other end of that screen is a human being that wants to feel like they are communicating with another human being - so don't be a corporate robot.
Ask questions, share other's content, use emoticons, use your first name to sign off on a comment or post, interact on trending news; all of these tactics make your brand human within your greater social networks.
Bottom Line: You don't necessarily have to respond to every like, comment and share, but the more responsive and interactive you are, the more people will trust and feel affinity for your organisation. And whatever you do, always be real. Vanilla was never the most exciting ice cream flavour anyway.
4. NEGLECTING EMAIL MARKETING
While everyone is busy putting so much energy into mobile and social channels, email marketing is still the connective tissue of the user journey.
If your company doesn’t use email marketing or send out regular newsletters, you’re missing out on a vital point of communication. By sending personal emails, clients feel more familiar and trusting towards you and your business.
Additionally, direct mail and email marketing campaigns have a much longer lifespan than posts on social media. Ultimately, this equals more leads, better conversions and more shares.
Bottom Line: Social media is growing as a professional form of communication, but it has yet to surpass the good, old email. Email marketing works best when it is personal, so make sure it's relevant and interesting for the recipient.
5. NEVER REVIEWING OR REFINING YOUR DIGITAL STRATEGY
In the wise words of François de la Rochefoucauld, 'The only thing constant in life is change.' The same could be said for marketing yourself online. To be well-received in cyber-space, maintaining an awareness of the latest digital trends is imperative. This doesn't necessarily mean that you have to immediately follow suit every time a new social media platform hits the market, but equally, you should always be paying attention to what's catching on, what's dying out and what's extinct.
Subscribe to relevant blogs and E-zines, follow organisations like Social Media Examiner, Marketing Land, Social Media Today and Search Engine Land on your social media channels; go to local events (we love Brighton SEO) and create a dialogue in your business with your employees. Chances are, there are many people in your organisation that can contribute with their own ideas and insights on the recent innovations in the digital sphere.
Bottom Line: Don't be a luddite: be aware of what’s changing and embrace modifications to the digital sphere that could help your organisation grow. It’s one thing to know that things are changing, and an entirely different thing to engage with the changes most relevant to you, then devise a strategy to use them to your gain.
Essentially, these mistakes are a result of not considering the end-user's journey. If you are ever in doubt, simply take the time to review your website, emails, social media and other digital marketing plans from a customer's perspective. It's that simple.
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