Even the best of us make mistakes.
But if we learn from them and don’t make a habit of repeating them, they can actually be overwhelmingly positive.
Think of the biggest mistake you’ve ever made – I’ll bet you’d never do it again.
Learning these lessons can be worth whatever negative consequences our mistakes may bring.
And after being in the digital marketing game for so many years, I’ve learned this first-hand.
I’m not ashamed to admit that I’ve made quite a few mistakes, but I’ve always learned from them and turned those negatives into positives whenever possible.
Luckily for you, today’s blog will allow you to share in some of the lessons I’ve learned and avoid making these mistakes yourself.
5 Digital Marketing Mistakes You Must Avoid
1. Not Being Mobile-friendly
Having a website that looks beautiful and functions properly on every device is a vital aspect of any digital marketing strategy.
The desktop version of your site can be aesthetically amazing and fully functional, but if your website looks and feels like a dog’s breakfast on a smartphone, it’s a complete failure.
Why would I make such a harsh statement?
Because if mobile users think your website sucks, then the majority of users will think it sucks.
Data from Statista shows that more than half (52.4 per cent) of Internet traffic comes from mobile devices.
That’s why Google has decided to rank websites based on how they function on mobile devices.
So, if your site doesn’t have a responsive design (one that looks good and works well on every device) or your navigation doesn’t make sense on mobile devices, your website ranking is going to take a hit.
As you’ll see below, Starbucks provides an awesome example of responsive, mobile-friendly design done right.
It looks just as good on a tablet as it does on a smartphone, all the same elements are visible and accessible, the navigation makes sense and the buttons are the right size for each device, so people don’t have trouble clicking them.
On the other hand, the following website, for the James Bond museum in Sweden (I know, it’s obscure, but stay with me here) offers an example of some of the worst web design I’ve ever seen.
If you tried to navigate this bag of asses on a tablet or smartphone, you’d have to scroll and zoom until your thumbs ache and you’re going cross-eyed.
In other words, most mobile users would navigate away from this piece of crap within a few seconds or less.
So, in your quest to make sure your website looks great and works well on every device, think of the examples above as guidelines for what to do, and what not to do.
If you want to see how your site’s performing on mobile devices, try The Best Media’s free website audit tool.
2. Targeting the Wrong People
When it comes to marketing, your audience is everything.
You can create award-winning ads, but if they’re being served to the wrong people, they’re not going to be of much benefit.
People might remember your ad because it’s so funny they nearly pissed themselves, but if you’re serving an ad for high heels to middle-aged men, don’t expect it to boost sales.
And speaking of nearly pissing yourself, here are some hilariously awful examples of ad targeting gone wrong:
These examples show why figuring out which audience you’re targeting is one of the most crucial steps for crafting any marketing campaign.
Luckily, programmatic advertising allows you to target highly specific audiences, so there’s no excuse for targeting the wrong people.
Compare the disastrous examples above with the following examples of ad targeting that actually make sense.
Ads for video games on a website that reviews video games? Totally logical.
What about ads for skateboard products on a skateboarding website?
How do they come up with this stuff?
And for those of you who aren’t familiar with programmatic advertising, let me break it down for you.
Programmatic advertising uses software, armed with algorithms and user data to automate the ad buying process and make data-driven decisions on what ad space will work best in each situation.
By providing the ability to target people based on things like location, browsing behaviour, age, education, gender and income, programmatic advertising makes targeting the wrong audience a thing of the past.
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3. Ignoring Social Media
Establishing and maintaining a social media presence is a daunting task.
Among other things, you’ve got to decide which platforms to use, make and maintain accounts, create content, distribute that content across multiple platforms, and don’t even get me started on social media advertising.
At one point, the simplest solution to this problem was to just avoid social media altogether.
But today, there are so many people on social media that businesses can’t afford to not have a presence on these platforms.
Data from Smart Insights shows that there are more than 3 billion active social media users, a number that’s increased 13 per cent since last year.
So, if you want your business to remain competitive, ignoring social media is no longer an option.
But you do have the option to take the work off your plate by delegating these tasks to a social media expert.
Want to know why you should hire someone to take care of your social media? Read our blog on the benefits of hiring a social media expert.
4. Not Having a Blog
There was a time when most people didn’t even know what a blog was.
But what was once just a pedestal for a few self-proclaimed pundits has now become an absolute necessity for any marketing strategy.
Blogs allow you to build relationships with potential customers, showcase your expertise, bounce ideas off your audience, receive feedback on those ideas, and relating back to my last point, they can also help provide much-needed content for other marketing channels, like social media.
More importantly, they’re known to drive traffic to your website.
According to research from HubSpot, businesses that publish 16 or more blogs per month get nearly 3.5 times more traffic than those that publish four or less.
HubSpot data also shows companies that blog get 55 per cent more website visitors than those that don’t.
So, unless you’re looking to decrease your website traffic, you should probably stop procrastinating and start writing the damn thing already.
Want blogs for your website but just don’t have the time? Check out our content writing services.
5. Avoiding Video
It’s impossible to overstate the importance of video when we’re talking about digital marketing.
Video is dominating the Internet, and that’s because people prefer videos over other kinds of content.
According to Cisco’s Visual Networking Index, by 2022, videos will account for the vast majority (82 per cent) of Internet traffic.
Almost as shocking as the sheer volume of traffic from video is the number of businesses using video in their marketing.
A survey from Wyzowl found that 81 per cent of businesses are using video as a marketing tool.
And of the 19 per cent of business that aren’t using video, 65 per cent of them said they intended to start using it in 2018.
With numbers this huge, you’re not doing yourself any favours by avoiding video.
Videos are more likely to go viral and they provide a better return on investment than other forms of content.
In addition, they’re known to improve click-through rates and dwell time, drive traffic, increase sales and boost brand trust.
Need I say more?
Did this list help you to correct some of the digital marketing mistakes you’ve been making? Hit us up in the comments and let us know.
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