Many advertisers believe they have a proper digital marketing campaign set up. However, there may be a chance you’re missing out on some simply fixes. These marketing fails may not completely ruin a campaign, but they are common mistakes that can be avoided.
Too often a website, or landing page, will be built and uploaded and that’s all. It never changes, the content remains the same, the call to action stays in the same spot, and the hero shot never changes. These features of a successful landing page need to be played with and tweaked. Once they are moved around it’s important to track how the changes perform. You may quickly notice that adding a video to the page increased the time on the page by 30 seconds. Now if you’re a bit hesitant to make some dramatic changes to a page there’s always the option to conduct A/B testing. This allows for two active pages to split the users who visit, thus giving you a better idea of which page users like better.
Not Utilizing a Blog
Search engines love blogs, but they love blogs that have great content even more. Setting up a business blog is an easy way to build new pages to a site, create compelling content for users, and bring in new back links to the site. By creating content that is helpful, entertaining, and useful to users this will encourage them to share and link to your articles. By consistently adding new content to a site this shows the search engines that the site is always evolving and changing. Sites that are active are more likely to rank better within the search results.
Not Targeting the Proper Audience
Not all products and services are aimed at the same users. This should be kept in mind when you are creating content, landing pages, and even paid ads for users. Before your digital marketing campaign kicks off take the time to determine who your targeted audience is. Where are they active, what kind of content are they sharing, are the in specific regions? Determining these factors can help limit wasted spending. Lets face it, if you have a go cart track in Denver you wouldn’t target senior citizens in St. Louis.
A Focus on Quantity Over Quality
When it comes to digital marketing, search engine optimization specifically, it’s vital to put focus on quality over quantity. Many agencies will promise a client X amount of back links each month. The problem with this approach is if the agency is not meeting their proposed number they may begin building back links that are poor quality. Sure they might hit the number they told the client they would, but those links are not adding any value. In fact, they could be harming your site. Too many poor quality back links pointing to your site could lead to a Google penalty. Understanding the difference between a good and bad back link can determine how the site ranks within the search results.