Have you entered into an online marketing campaign but you’re not happy with your results? Well, the good news for you is that even the most successful of marketers occasionally handle campaigns that don’t offer the desired results. The trick, however, lies in quickly identifying mistakes in a campaign and correcting them. This is how great marketers turn a dying online marketing campaign around.
As an online marketing expert with over 16 years of experience, I’ve had to deal with a few unsuccessful campaigns myself. However, the experience that I gained allowed me to realise just as to what was wrong with the campaigns. Continue reading this article as I list out some costly online marketing mistakes. If you find that these mistakes exist in your campaign, make sure to correct them immediately.
1. Ignoring mobile
Don’t make the basic mistake of ignoring the importance of mobile. Mobile is the most dominant digital platform used by consumers. In fact, ComScore reveals that it accounts for 62% of all time spent on digital media today, with apps accounting for over 50% of this. As such, you simply must not overlook your mobile strategy. A mobile responsive website is a must and also consider if you need an app to provide a better user experience. You need to be ready for mobile users and it is in your best interest to take advantage of as many mobile advertising opportunities as possible, this includes social media, location-based ads and optimising emails for mobile.
2. Making anti-social comments on social media
I’m always surprised to see some online marketers making anti-social comments on social media. You cannot afford to be one of them. Always keep in mind that social media is a space where you can arouse engagement and have dialogues with users. It is not simply a broadcasting channel. Use your social media marketing to share thoughts, respond to community questions and build relationships that will positively impact your business.
3. Buying followers on social media
Don’t be fooled thinking that the purpose or goal of having a social media account is to gain lots of fans and followers. While having a large following can make you look well-established, reputable and popular, having fake followers associated with your account is a costly mistake. Users are becoming savvier on social media and if they find out that you have fake followers, you will immediately be associated as being untrustworthy. I believe in building a network with real people who can become potential customers. Not only does this help safeguard reputation, but it is also ethical as well.
4. Jumping into social media without much to say
Social media posts always need to serve a purpose. I’m appalled by some marketers who simply curate other people’s content. Make sure not to fall trap to this online marketing mistake. A good strategy on social media always includes strong content marketing. Before you jump on Facebook, Google+ or Instagram, make sure you have something to say which can nurture leads. Use photos, videos, creative content or any other useful information to reach out to your target audience. If you don’t have the time to engage in social media marketing, you can also outsource this task to professionals, such as ours at Ignition Media.
5. Not using email marketing
Don’t devote all your efforts to social media and mobile strategies only to neglecting email marketing. This can prove to be a costly mistake. You may be surprised to hear that 91% of adults in the US like receiving promotional emails from companies that they do business with. Of these people, 86% like receiving monthly updates, while 61% like receiving weekly updates. Here, at Ignition Media, I make use of email marketing extensively across every online marketing project that I undertake. Using email marketing offers great insights and this helps me provide a heightened level of personalisation to customers. Do not fall into the trap of neglecting the power of email in your online marketing campaign.
6. Using an unclean email list
When it comes to email marketing, never make the mistake of using unclean email lists. These lists may contain addresses of people who have not requested to receive marketing emails or emails which no longer exist. Purchased lists result in a poor email campaign, with a very high bounce rate – and can lead to your MailChimp account being shut down. Always make sure that your email lists are relevant and up-to-date. It is also a good idea to create segments or group in your lists, depending on open rates and whether users click on links within a message. This way, you will email those that less responsive less frequently and focus on targeting readers who are more likely to open your emails.
7. Expecting results to happen overnight
Never expect results to happen overnight. Social media strategies, SEO and content marketing always take time to build up and the focus should always be on building a solid foundation before expecting results. Unfortunately, too many marketers throw around ridiculous timeframes to clients, which are just not feasible. If done correctly, online marketing can deliver great results but results rarely ever happen overnight. Be patient with results will eventually come.
When it comes to online marketing, there are many strategies that can help you promote your business in front of thousands of potential customers. However, silly mistakes are often made which offer poor results. To ensure your online marketing efforts are not wasted, follow these simple tips; don’t overlook your mobile strategy, if you post on social media, make sure you have something to say – certainly don’t make anti-social comments or buy followers and make use of email marketing – but make sure you have a clean email list. Lastly, don’t expect results to happen overnight. Provided you follow these basic tips, your campaign is sure to offer you the desired results.
Here, at Ignition Media, we specialise in offering a complete suite of online marketing services, which includes SEO, SEM, Copywriting, Social Media Marketing and Local Business Citations. With over 16 years of experience in the industry, we certainly have what it takes to bring a business out to the forefront. When you choose to work with us, we maximise the returns you make on your investment and not your budget.
Take advantage of our expert internet marketing services. Give us a call today!