By Héctor Borrás, on 30 May 2017
Everybody makes mistakes… but in terms of your brand’s digital marketing, these mistakes can cost you dearly. The most important thing is not to be perfect, but rather to be able to identify when you’ve gone wrong and get back on the right track before it’s too late. How? Well to start off, take a look at these 15 signs that you need to improve your digital marketing.
15 signs that something is wrong with your Digital Marketing
- You don’t follow a documented marketing strategy. Do you adapt your marketing according to what seems most appropriate at the time? If that is the case, you’ll have much to gain from taking a step back and elaborating a trimestral or annual plan, establishing a series of regular control checks to see if you're meeting your goals. I promise it will make you much more effective.
- It has been a while since you’ve taken a look at your website’s analytics. It’s not enough to have a good plan - you need to check if your plan is actually working. In the digital marketing world, information is power, and that information lies in your website and social media analytics. Revise them regularly and change your strategy if necessary.
- You think email marketing is going out of fashion. Wrong! Emails continue to be one of the most effective online marketing techniques. What is going out of fashion is sending mass emails that are visually unfriendly and non-personalized. Use marketing automation in your email marketing strategy and dare to be creative!
- You have not yet discovered inbound marketing. If you think banners are the only way to advertise yourself online, inbound marketing will come as a pleasant surprise. In this strategy, rather than going and and “hunting” your potential clients, they will be the ones coming to you.
- You content isn’t as interesting as it could be. Did you know that most of the content published online has little to no traffic? According to Moz, 75% of content doesn’t have a single link pointing to it and 50% has 2 interactions or less on Facebook. If you want to be heard. You will have to dedicate the necessary time and resources into creating high quality content.
- You only use social media to promote your blog. Brand profiles on social media can give your digital marketing a big push, but only if you know how to make the most of them. It’s not about promoting your own content at all cost, but rather about joining in on the debate and interacting with users in a natural way.
- You use your company’s social profiles to publish photos of your dog. Being authentic is great… but be sure not to go overboard! It’s great to show everyone that you’re human, but remember that your followers want to hear about your company, your products and, most of all, about themselves.
- You don’t know why you’re on social media. Far too many companies have corporate social profiles just for the sake of having them, but have no clue what they want to communicate through them. Don’t be one of them! Social media is a part of your strategy, so they should be as aligned with your brand’s goals as any other effort. Some of the most common uses of social media for companies is to promote their own content, create a community for their brand and manage customer service.
- You don’t know who your buyer persona is. The key to success in online marketing is knowing who your ideal client is and going after them. And in order to that, the first thing you have to do is to sit down with your team and define their profile: where they live, what they’re like, what they like and dislike, their hobbies and tastes, etc.
- Your SEO isn’t working. Search Engine optimization is a long road, so first of all you need to give it time. But if you have spent the last 6 months paying attention to keywords, optimizing o-page SEO, link building and other techniques and you still aren’t seeing any results, you may need to get some help from an expert.
- Your company website does not come up as one of Google’s first results when you search for your company’s name. In terms of SEO, this is one of the biggest signs that something is wrong. You need your potential clients to be able to find you quickly when they look for you, so if this is happening you need to fix it asap. Some tips to get you started: optimize your on-page SEO for your company’s name and products (in the titles, descriptions, headers,...), optimize your social profiles, get mentioned on other websites and revise your Google My Business profile.
- All your competitors rank above you in Google. Being first is not always realistic… but you need to at least be competitive. If you aren’t able to rank on the first page for the keywords that interest you, it might be time to invest in SEM.
- You don’t publish content regularly. You don’t need to update your blog every day, but you should do it at least 1 to 3 times a week. Like this, you will improve your position in search engine results and attract users with your news.
- Your page has lots of traffic, but very few conversions. It is easy to track how many people are visiting your website, and extremely motivating to watch this number grow. But in reality, visitors are useless if you aren’t able to convert them into clients. If you’re getting lots of traffic and few results, be sure to review the keywords you’re positioning for and your sources of traffic to analyze how you can optimize your page to increase conversion.
- You do digital marketing “whenever you get a moment”. Too many companies (especially small ones) make the mistake of not prioritizing marketing and only spend time on it when they have some free time. You may even get some results like this, but you will never be able to reach your full potential. Set aside at least a few hours a week for your marketing and treat this commitment as seriously as you would your clients, and you’ll see how quickly you’ll be able to see the difference.