5 common digital marketing mistakes and how to avoid them

Digital marketing helps you interact with your targeted audience online and provides them with the right engagements points.

Digital marketing enables you with data-driven insights about what your targeted audience really wants.

To help you with your digital marketing efforts in 2019, there are five common digital marketing mistakes and what you can do to avoid them.

1. Building a website with a lack of strong call to actions

Your website is your digital storefront or business card today yet many companies are not building them to capture inbound leads effectively.

A website is one of the most effective (and least difficult) places to start with digital marketing.

It’s an excellent place (and often underutilized way) to get the most out of your marketing budget.

Your website should walk the fine line of providing enough information to your customers and prospects without too many options, especially when it comes to your call to actions.

What types of call-to-action information should have on your website? Here are 4 must-haves:

Contact us form

Use it to collect basic information such as full name, email, and phone number. Ensure you avoid the SPAM bots with your form so use reCAPTCHA instead of CAPTCHA.

google recaptcha

What’s the difference?

With reCAPTCHA, all of website visitors need to do is check a box and Google verifies that the person is human (not a bot). It doesn’t require your website visitors to look at numbers or letters like you do with CAPTCHA, improve the user experience for your customers and prospects.

Phone number

People still use the phone in today’s digital age. In fact, some of your better inbound leads may come from phone calls. Make sure you phone number can be dialed easily from a mobile phone on your mobile-friendly website.

Email communications

If your website visitors don’t want to contact you via a form or phone number, just ask for their email address so you can keep in touch with them on a regular basis. Not only can you stay top of mind, you can get great prospecting information about your subscribers’ behavior.

Social media buttons

If your website visitors prefer not to contact you via the website or subscribe via email, make sure you have social media icons on your website.

2. Not maximizing existing marketing budget

When you’re just starting out or if your company has been around for a while, it is important to focus on the digital marketing fundamentals, so you can do more with less. 

Don’t waste budget on new and shinny tools or strategies, when you should master the fundamentals first.

Your winning strategy should start with a vision

or example, how you are going to communicate your digital marketing strategy to your employees and key stakeholders? Your digital marketing strategy is only as good as you articulate, communicate, and execute it.

We are all media companies today

It is important to think and act like the media. How do you do that? You should consistently produce compelling content with headlines to attract readers and can be consumed by everyone. Does your content use big words? Is it easy to scan or watch? Can someone quickly comprehend it?

Content written at an eighth-grade level

Without easy-to-consume content, your approach to digital marketing will most likely fail. Your content should be produced at an eighth-grade level. The best companies today market and communicate in simple language that is interesting and persuasive.

3. Not thinking locally for search

Your company’s website may be great and optimized for search engine optimization but it is optimized locally?

It is important to sign up for a Google My Business account so you can create and verify your company’s locations on Google.

google my business

This account ensures your business shows up on page one in Google search results and your business is included in Google Maps so people can easily get directions to your business.

4. Not using free digital marketing tools

One of the biggest marketing challenges today is finding the right set of digital marketing tools to use.

Thanks to free digital marketing tools available today, you don’t need a lot of money to implement digital marketing.

5. Not thinking visually in every marketing activity

It is important to use great visuals with your content and on your website. Often times, companies under invest in this area.

We respond to visual content faster since 90 percent of information that flows to the brain is visual. To ensure you are visual business, concentrate on these three areas:

Videos

Videos give you the opportunity to directly engage your audience and reach a larger number of people. Research has shown that having a video on the homepage of your website increases your chances by 150 percent of showing up on the first page of Google. Research also shows that people are 85 percent more likely to buy a product after seeing a video.

Images

According to research, content with images get 94 percent more views. There are a lot of websites you can use to help to find free, high-quality photos for your content.

Infographics

Infographics are liked and shared three times more on social media than other types of content. Why? Nearly 50 percent of the brain focuses on visual processing. The infographic format can help your company explain complicated subjects and processes with data-driven insights.

Bringing It All Together

Digital marketing is a powerful, efficient, and effective way to ensure your prospects and customers find, engage, and stay loyal to your business in 2019. Make sure you avoid these common digital marketing mistakes so you can grow your company via digital marketing and you’ll get results that matter.

An earlier version of this blog article appeared in NJ Tech Weekly. 

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