It’s impossible to say enough about the importance of digital marketing. It’s more than just the next big thing. It’s the biggest thing in marketing. According to one survey. Over half of marketing executives are planning to spend more than half their marketing budget on digital marketing. Every business should be investing at least some of their marketing budget on digital marketing. But before you jump into digital marketing, here are five common mistakes businesses make with digital marketing and how to avoid them.
- Diving head first. When it comes to digital marketing, one size doesn’t fit all. Many business make the mistake of going all-in with digital marketing. It’s important to first understand how your customers consume media. Starting out, it’s normally best to take a balanced approach. Continue using traditional marketing channels and invest in some digital marketing channels as well. As you see which channels are most effective at reaching your target audience you can then choose how to balance your budget. You may eventually spend a lot more on digital marketing than traditional marketing but it’s best if you don’t jump into it right away
- Information overload. A huge advantage with digital marketing is that it makes it very easy for businesses to collect data. While it is important to collect data to base future marketing decisions off of, some businesses make the mistake of collecting any and all data they can get their hands on without any plans for how to use it. This leads to information overload. A better approach is to decide which data you need and how you will use it. With this focus, you can make the most of the data you’re collecting
- Caught up in content. A popular digital marketing strategy is content marketing. It’s easy though to get so caught up in content creation that you forget what else is important. Typically, the best approach is to hire someone else to take care of the content creation. This frees you to focus on the other aspects of running your business. Also, while quantity of content is important, don’t let it outweigh the quality. Content should be relevant, valuable, and of high quality
- Neglecting mobile. Of all the digital marketing channels, none are growing as fast as mobile marketing. However, many businesses are still hesitant to jump into mobile marketing. Today, approximately half of all web traffic comes from mobile devices. If businesses fail to optimize their websites for mobile and don’t invest in channels specific to mobile such as SMS, they are missing out on a significant percentage of their target audience. So when investing in digital marketing, don’t forget about your mobile customers
- Overdoing retargeting. Retargeting, or remarketing, involves reaching out to consumers who have already visited your website in the past in an attempt to get them to come back and hopefully make a purchase. When done right it can be very effective, when done wrong (or when overdone) it can make a business come across as pushy. Customers can be annoyed and retargeting can have the opposite effect of scaring customers away. When retargeting, do it in moderation