Digital marketing can seem like a simple and common word to you, but you will only find it to navigate when you start your small business.
Today, there are thousands of digital marketing strategies and channels. Although this means that small businesses are presented with a range of options to choose from, it can also offer a confusing world which can make it extremely challenging for you to select the best marketing strategy that will suit your business needs.
This is probably the main reason why most small businesses make the same mistakes when doing online campaigns. With these errors, companies end up losing potential customers, profits, and ultimately, they lose tons of money used to fund a ‘barren’ campaign.
Whether you are designed long-term or short-term marketing strategies, landing into loses should never be a goal for your small business. Below are some of the biggest mistakes most small business do in online marketing that you should avoid at all costs.
- Not making good use of social media
Some small business owners believe that social media was made for fun; hence they tend to downplay it during their online campaigns. This is suicidal for your business.
In the 21st century, a majority of the people across the globe rely on social media to get information. You need to, therefore, make good use of it so that it can bring out desirable results to the online campaign you have invested a fortune in.
An excellent social media management strategy will help you build visibility for your brand, interact with a range of existing and prospective clients, and provides you with an open field where you can speak about your business.
Now that you have realised that social media is a great tool that can bring results to your online marketing campaign, you are off to use it, right? Wait a moment…
Do you know that this tool can destroy your business as much as it can build it?
What most small businesses do is that they bite more than they can chew. They use too many social media websites, cram them with information, and the results? Online users end up ignoring their messages.
So, what do you do?
To avoid making the same mistake, choose the social media sites you believe will give you a broader reach to your target audience. Then, design regular engaging posts that are audience-centred. This will help you achieve a more significant impact.
Do a lot of research and determine what your competitors are saying to wow prospective clients, and the sites they are using to maximise their results. This way, you will be able to note the areas that you will need to improve to ensure profitability in your online campaign.
- Developing unclear campaign goals
Most small businesses tend to build an online campaign just because they want to keep up with the competition. Not because they want to, or they have some goals they want to achieve.
In life, it is better to live without doing something, instead of doing it without a sense of direction. When you start an online campaign without setting realistic goals, you will not lose a substantial amount of money in the process; you will also compromise your business growth.
You need to do this,
Before you use a penny in digital marketing, relax and ask yourself why you need to do it in the first place.
- Do I want to increase traffic to my site?
- Is it that I want to make the Google ranking of my website better?
- Do I want the online campaign to increase my sales?
- Do I need to increase the number of signups on my mailing list?
Remember, any goal you set will require a unique strategy. Some small businesses use keywords blindly and expect magical results. This will only lead to wastage of resources that you could have used on other ventures.
Therefore, know what you want to achieve before you commence the campaign. Once you have a clear goal, make sure you track the success of your strategy regularly, and if you see that good results are taking time to manifest, know it’s time to reorganise your digital marketing strategy.
- Not having a blog
Another big mistake that small businesses make is not having a blog on their websites. The reason why people spend time online is that they need information, and if you do not give it to them, then they will have no reason to visit your website.
A blog helps in boosting a website’s organic SEO, which leads to better rankings in search engines. Best SEO services focus on improving your websites online visibility. If you do not have an updated blog on your site, therefore, it means that users will not be able to find your website; thus your online campaign will fail terribly.
Never forgo a blog if you care about the success of your online campaign. When you publish a new blog post, share it on your social media sites so that you can keep on engaging your followers. Doing this will increase visits to your site, which might be converted into leads; thus a fruitful online marketing campaign.
- Developing uninformative content
Web writing is different from other forms of writing. It is a fact that most small business owners fail to understand. You will find that most of their websites are filled with content that has flowery language, fluff, and poetic writing. If you have such on your site, please click the delete button on your keyboard and start writing something serious.
If you want to succeed in your online campaign, your website content should contain highly informative content based on research. It needs to be focused on particular keywords so that readers can get it on the internet. In the end, it should have a call-to-action, so that the readers can be presented with something they can react to.
Other essential characteristics of good website content are that it is organised, audience-centred, concise, easy to read, and comprehensible.
The reason why most small businesses rarely succeed in online campaigns is that they give many explanations on their websites, and use lots of technical terms that readers find boring. Make sure you create content that will keep readers on your site for longer, and your digital campaign might turn out to be your most significant success in no time.
- Targeting the unintended audience
Imagine your design a campaign that is geared towards marketing fashionable shoes for the youths, but you post all your ads on platforms where a majority of the members are retirees, will you succeed? The answer is a no-no!
When designing the goals you want to achieve for your online campaign, you need to define your audience. This is the mistake that most small businesses do. They do everything else right, but they tend to be unfamiliar with those they are trying to sell their products to.
If you know your audience, you will be able to develop the right campaign strategies. Also, you will tailor your content, social media posts, and updates to suit their different needs.
Once you define your audience, look for a tool that such as Google Adwords or Facebook Adverts will track how they are using your website, their behaviour, and how many clicks in a day are being converted into leads. This will help you determine whether or not your campaign needs some adjustments for better results.
- Overlooking analytics
Ironically, most small businesses have analysis tools, since Google Analytics is free but they don’t pay attention to the analytics they get for different metrics.
Analytics show the fruits of your labour. They show you where you are doing eight, and the places you need to improve your campaign to become a success.
If you ignore analytics, be lest assured that your marketing campaign would not go far. Of course, you will notice fluctuations in numbers which is a common occurrence. This should not prevent you from paying close attention to them, but let encourage you to see the bigger picture and work hard towards attaining your campaign goals.
Some small businesses will look at their metrics and realise they are high at stop at that. Don’t do this for your business. When you notice a hike in the numbers, clap for yourself since it means your campaign strategy is working for you. Develop some strategies that will help you maintain what you have, and take you even higher.
If you find out that the metrics are low, this should be a warning sign that you are not doing everything right. Do not lose hope. Take it as a challenge, and improve on the necessary areas. Soon, you will find yourself at the top.
- Having no social sharing button!
When people find useful information online, they want to share it with their friends, family members, social media followers or colleagues. Of course, they do not want to break copyright terms on your website; they want you to provide a button they can use to share the link to your site with one click.
Most small businesses downplay this button. Don’t be selfish with information. Letting your audiences share what they find useful to them can boost your organic ranking, which means more success of your online campaign.
Despite the fact that online marketing is quite complicated especially for small business owners, it can be an easy art for you to master especially if you get a grasp of the mistakes mentioned above and avoid them at all costs.