A huge component of a successful business is an effective digital marketing strategy. Everyone knows that even if you’re offering something exquisite if nobody knows about it, you may as well be throwing your time and money into the furnace. Of course, we’re sure you already know that part, but why isn’t your business doing as well as you projected it would be? You’re assured of the quality you’ve established, and you’ve spent weeks reading about marketing strategies, but those precious conversions aren’t coming in so hot.
Likely you’ve fallen prey to several misleading ideas about digital marketing strategy. Digital marketing isn’t an easy task, and even if you’ve done your research, it’s not unusual to have been led astray by the so-called “specialists” writing the online guides. While it’s great that you’ve established a basic framework for your digital marketing campaign, it’s imperative also to make sure you’re avoiding the ten digital marketing strategy potholes you’ll read about below. Sometimes what’s most intuitive isn’t what’s most lucrative, so read on and get your business back on track!
#10 – Being OCD about Goals Will Make You Successful
Some say that tracking your goals should be a matter of utter OCD. Every bit of information on your marketing strategy’ efficacy should be monitored in detail, to the T. As you may already deduce, this can be a fantastically time-consuming matter, and one that often yields little more than a less rigorous approach can. In practice, it’s better to choose the most critical KPIs and adjust your strategy along your way. Spend your time and resources efficiently, so you’re not diminishing the profits you’re aiming for with your digital marketing strategy. Let’s say your original goal was to achieve 25 000 Instagram followers, but along the way, you uncovered a new Instagram lead flow that pays more significant returns than your follower count? You can adjust your workflow to reflect the newfound profitable reality, and take a break from an arbitrary goal you’ve set for your business.
#9 – Google Ads, Profit Galore
While it’s true that Google Ads will make some businesses quite a bit of money, it can also do the opposite if it isn’t handled professionally. You can funnel a pretty penny into paid Google Ads and practically be flushing it down the loo. PPC isn’t something you feel without a good deal of experience, so I recommend utilizing a professional marketing firm or seasoned freelancer to handle it for you. This way, you don’t experience the Google Ad myth, but rather a good winning streak. There are just too many beautiful details to work out, which aren’t nearly as intuitive as we’d all like them to be. We know that many people think they know the best, but Google Ads is one of those things that you don’t want to “learn on your own dime.”
#8 – One Digital Marketing Channel to Rule Them All
To keep your energy and expenditures focused, you should invest all of your efforts into a single one of them, which you’ve deemed optimal. Naturally, I’m only kidding, but you’ll find plenty of advice compelling you to do just that. It doesn’t take much thought to understand that this approach would be immensely limiting the potential of your digital marketing strategy as you would be missing large portions of your market, thereby falling behind to more proactive competitors. Remember the saying, “Don’t put all your eggs in one basket”? It’s one to follow when tackling your digital marketing operation.
#7 – More content, more visitors
It’s great to have a constant flow of new content on your site. It keeps your established visitors engaged while also displaying your active status online. Search engines do recognize content frequency; however, if some of that content is getting little to no attention, it can drive down your ranking. If your business has an ample team to keep up the content creation without losing quality, then go straight ahead and upkeep the frequency. If you don’t have such a large content writing team or there isn’t that much engaging content that pertains to your product or service, you should lower the frequency in favor of higher quality updates. That is if you want to keep ranking high and gaining compatible visitors.
#6 – Pay Per Click – SEO no more!
You’ll often hear that if you’ve already got a Pay Per Click campaign, you won’t be needing one for SEO. That, of course, is an entirely misguided suggestion! These are two very different digital marketing strategies, and each has its own set of benefits and blind spots. While PPC gets you quick conversions, it targets a specific type of visitor. Keeping up your organic visibility in search engines, on the other hand, helps you pull in a different group from your potential targeted market. Neither method is to be overlooked, as they will benefit your business most if they’re both addressed in your digital marketing approach.
Furthermore, people that don’t click on ads are never captured with this method. It is common knowledge that people that click on the ads are more trustworthy, and they constitute a different kind of audience. So paying for search traffic directly often makes more sense, as it captures a more “naive audience,” that’s looking for the quickest solution.
Digital Marketing Strategy #5 – Google or Nothing
We all know that Google is the most used search engine on the internet. So it must be the only search engine you need to optimize for, right? You guessed it; the answer is a solid NO! While Google stands as the most effective search engine channel to gain visibility for your endeavors, others, like Bing and Yahoo, also have their fair share of dedicated surfers. While they may not be as plentiful as the Google devotees, they’re most definitely not a group to be overlooked. Bing, specifically, has around 12 billion searches monthly. It seems to be most beneficial to the business to business clients, and marketing specialists recommend you invest approximately 30% of your search marketing budget on optimizing directly for Bing. Based on that number, I’d say it’s worth a shot, though if you’re budget conscious, you may not want to overexert yourself.
#4 – Good Content = Good Links
If you have quality content, others will link to it in droves, won’t they? Short answer – nope. While quality content is fundamental, quality linking to your site, like the rest of your marketing strategy, requires a bit of work. In this case, it comes down to networking and hitting your contacts with the bits of content that are most applicable to them. This is a much more surefire way to establish useful links for your site.
#3 – SEO’s a Quickie
SEO can be one of the most formidable bits of your marketing strategy if it’s done right. It raises your visibility immensely, and your conversion can rack up briskly. That is if you don’t rush it. The proper establishment of a substantial rank in the search engine listings requires anywhere between three and six months. That’s the time it takes for the search engines to analyze and integrate you into a suitable position.
Furthermore, it’s essential to spend time researching and picking out the right keywords to target your desired audience. If you add a bit of time for sanding down the rough edges on the technical side of your site or ad, and you’ve got yourself a patience training test! Nonetheless, no need to fret – if you feel you lack the time, or technical skill to tackle your SEO (which is the case for most companies), Alpha Efficiency can handle it for you professionally, without breaking the bank!
#2 – High Traffic, High Conversion
While targeting a broad audience through your digital marketing operation can be beneficial, it’s wildly ineffective when that audience isn’t the appropriate one. You may have a whole continent passing by links to your site, but if those viewers don’t match your criteria for potential conversions, they’re links well and wasted. Indeed, rather than aiming for the most massive hit, you’d be better off aiming for the most effective one. First, pinpoint your market by whipping up a sort of list of individuals or businesses who could benefit from your product or service, i.e., pinpoint your market. Then, based on that general list, think about what they may be searching for. The better your projections, the more likely it is that you’ll hit the search engine with the right keywords to target real potential conversions.
Digital Marketing Strategy #1 – Once #1 Always #1
If your SEO tactics have already gotten you the top dog position on one or more of your keywords, you may think you’re in the win for good! Of course, in an increasingly more competitive market, that is certainly not the case. While attaining the #1 spot for a keyword is a great feat, it’s wise to continue putting in significant effort into adapting your SEO strategy. You can be confident your competitors are doing the same, striving to take your prized position. By making sure you’re regularly updating the components of your SEO strategy, you can continue to ride the peak for much longer.
If you realized you’d fallen prey to the misguided advice debunked above, then it’s time to get to work! Of course, this time, you should feel confident that your digital marketing strategy will benefit you, as long as you weed out the malicious practices pointed out. Set up a time to talk to reliable digital marketing experts that can set reasonable performance expectations.