Digital marketing has long been popular, but in the wake of the covid-19 pandemic it is now a necessity for all small businesses. Effective digital marketing can help you to increase sales and build a more profitable business, but there are many common pitfalls to avoid. Let’s take a look at the top digital marketing mistakes to avoid.
1) Being Too General
The first rule of marketing – digital or not – is to know your target audience. You need to have a crystal clear understanding of your ideal customer in order for your marketing to be effective. The more specific you can be, the better. If you try to target everyone, you won’t attract anyone.
It’s important to narrow your focus so that you speak directly to your ideal customer. Do your research and get to know their precise fears and pain points, so that you can show up as the solution.
2) Not Keeping an Eye on the Competition
You can learn a lot from watching what your competitors are doing. Of course, you should not plagiarize them, but there’s nothing wrong with drawing inspiration from what they’re doing. Monitoring your competition will keep you clued in on the latest industry trends, so ignoring them is a big mistake.
By keeping an eye on the competition, you can learn what works and what doesn’t, and then use this knowledge to better your own business. You should also watch how your competitors respond to the rapidly changing times we are living in and how they are working to support their customers.
3) Neglecting Your Blog
As a small business owner, you don’t just need a website – you need a content-rich website. It’s important that you regularly post blog articles, because every single one creates a new opportunity for prospects to find you.
Your blog posts don’t have to be long, literary works that probe at the deeper questions in your industry. You should focus on creating clear, concise posts that answer a question your target audience has, or address a common issue that you see.
4) Relying on One Social Media Channel
It’s only natural to have a preferred social media channel. However, social media is ever-changing and just because a certain platform works well for you today does not mean that this will be the case forever. Algorithm changes, new trends and even cybersecurity breaches can put your social media success at risk, which is why you should utilise as many platforms as possible.
This may seem overwhelming, but scheduling software such as Hootsuite or Buffer can automatically post for you, saving you a lot of time and hassle.
5) Forgetting CTAs
A CTA – or “call to action” is a crucial part of social media marketing that many business owners forget. Your content isn’t just there to entertain your audience; it should draw them into a conversation, or encourage them to take the next step. Make sure you end every update, blog post and video with a CTA. For example:
- A link to your website
- A question
- Encouraging your audience to book a call with you
- The sign-up link for your freebie or email newsletter
By avoiding the above digital marketing mistakes, you can set your small business up for success. It’s important to get super clear on your ideal client or customer and speak directly to them. You should also keep a close eye on your competitors, and avoid putting all of your eggs in one basket by using as many social media platforms as possible. Remember to consistently publish blog articles and end every piece of social media content with a call-to-action to draw your audience into conversations. Once upon a time, digital marketing was a luxury for small businesses but in this day and age it is a necessity, so take care to get it right.