The marketplace today has become increasingly more digital. More consumers research products or services online before making purchases. 84% of consumers expect to find digital content from brands.

Internet marketing across various platforms has gained wide popularity for good reasons. When done correctly, it offers a good return on investment.

It is also a cost-effective way to reach large numbers of people, get more exposure, and lead to increased brand awareness.

Chances are, as a business owner, you have added some digital elements into your overall marketing strategy.

You could be hindering yourself by committing common errors that keep your campaign from achieving its full potential. Here are six digital marketing mistakes to avoid in 2020.

1. Promoting to the Wrong Audience

Even if you have taken great care to publish quality content, set measurement tools in place, and choose effective platforms for your message, your campaign will fall flat if you have not geared your material to the correct target audience.

The shotgun approach does not yield good results for digital marketing campaigns. Instead, carefully consider your current customer base. What are their:

  • Pain points
  • Concerns and questions
  • Preferences and interests
  • Favorite solutions

Digital marketing strategies such as surveys on social media platforms can help you gain information while simultaneously promoting brand awareness and helping establish your reputation.

2. Forcing Instead of Attracting

Today’s consumers do not respond well to products being pushed at them. Instead, they want to know more about you and what you will give them in return for buying your product.

This focus on addressing customer needs and preferences is called inbound marketing.

Inbound marketing tries to attract or “pull” in new customers with exciting material. Good examples include quality blog posts, email newsletters, social media platforms, and compelling infographics.

Successful inbound marketing addresses customer concerns and answers questions. You can use this strategy to set yourself up as an expert within your niche.

Make yourself a respected resource by sharing helpful advice, facts, and tips. Studies show this strategy pays off.

93% of companies employing inbound marketing techniques generate more leads than those that don’t.  

Examples of outbound marketing, on the other hand, include television ads, telemarketing, billboards, and newspaper and magazine ads.

This type of pushy consumer communication has dropped out of favor in the past decade, signaling a fundamental change in the marketing world.

3. Not Bothering with Personalization

Successful marketing campaigns may have the ultimate goal of converting more leads, but they are dependent upon consumers reading your content.

With so much information bombarding them, consumers may quickly delete your messages unless you give them a reason to pay attention.

There are multiple ways to personalize your marketing content, such as:

  • Using market automation tools.
  • Personally interacting with people on social media platforms.
  • Using personas to identify and define your ideal customer.

An effective way to set your messages apart is to use personal names in your salutation. This is a good way of retaining customers as well as reaching new ones.

4. Not Having a Solid SEO Strategy

Google’s algorithm updates in the past few years have made packing content with keywords an obsolete practice.

The emphasis now in SEO strategy for content marketing is publishing well-written, useful, and accurate copy targeted to specific audiences.

This strategy is a lot of work, but it brings good results in the long term.

5. Not Including Mobile

Mobile is an essential platform for consumers. Visits to websites from smartphones increased by 89.4% since 2015.

One of the most prominent digital marketing mistakes now is failing to acknowledge the power of the smartphone to drive consumer purchasing habits.

To take advantage of mobile use, study general smartphone trends for your target audience. Then consider how they interact with you via mobile platforms.

Ensure your website is compatible with mobile devices, consider call-only ads, and think about developing an app that lets you interact more with customers.

6. Not Defining Goals

One of the most serious mistakes to avoid is failing to establish and clarify marketing analytics goals before a campaign begins.

Without a clear idea of your ROI, you cannot learn from your campaigns and use these insights to build more effective future strategies.

Some common marketing mistakes can sabotage any digital marketing campaign. Sound planning sets the stage for great content later. You need to have a solid idea of just who your audience is. By taking time now to gather the information that will help you create an effective campaign, you can reap benefits for years to come. 

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