What are Some Big Mistakes a Business Could Make When it Comes to Digital Marketing?

MDMC Blog Header What are some big mistakes a business could make when it comes to digital marketing  

 

By Katelyn Chostner, UMSL Business Student

 

No matter what business you have, you should always implement digital marketing! We interviewed MDMC speakers to see what big mistakes you could be making. From not knowing your audience to lacking awareness; read what they had to say.

 

 

“What are some big mistakes a business could make when it comes to digital marketing?”

 

 

1. Sarah Dalton, Nolan & Associates 

I think it is so important that businesses look at digital marketing holistically versus looking at the various digital marketing tactics in silos. You need your audience to see your message on many different digital channels (social, video, email, etc.), so you need to be in all of these places and not put your eggs in one basket or judge the performance of one channel independent of the others. 

 

 

2. Joe Robledo, 97th Floor

Applying general digital marketing strategies without considering their own competitive landscape. Also, not using data to back up their content marketing strategies.

 

 

3. Julie Ewald, Impressa Solutions, LLC

Focusing in on only one digital marketing methodology, only for it not to "work." I see a lot of business owners invest a lot in SEO or social media, driving a bunch of traffic to their site. But they don't have forms to convert these top-of-the-funnel visitors to leads, just bottom-of-the-funnel requests for contacts, sales or to "buy now." They don't have any email marketing to nurture leads, content to answer questions and help folks guide themselves down the buyer's journey.

 

 

4. Chris Strub, I Am Here, LLC

The most common mistake I see is a broad-brush unwillingness to engage in conversations with customers, be it publicly or privately. Bigger brands seem to think that public banter, via comments, Tweets, etc., is somehow unbecoming of their brand. In fact, institutional stodginess will likely be the death of more and more brands, as people become more comfortable conversing with companies through social media.

 

 

5. Anesha Collins, LEARNWITHAC

Not knowing your target audience is one of the biggest mistakes a business can do with digital marketing. It's so important to dive deep and not wide.

 

 

6. Bill Skowronski, Idea Marketing Group

Businesses are creating more content now than ever before. Unfortunately, that content is often produced in a shortsighted, instant-ROI, high pressure environment that stunts its potential. Very rarely do companies have a documented content plan for the year. Nor have they invested in the patient and visionary senior-level leadership necessary to build the kind of sustainable and manageable system that elevates the role of digital marketing to join business operations.

 

The problem is that too many businesses don't value digital marketing highly enough. Successful companies invest in visionary talent and long-term planning before demanding a return. And because their plans include documented goals and objectives, those companies can hold themselves accountable and improve their system year after year.

 

 

7. Danni Eickenhorst, ReachDynamics

The biggest marketing mistake I so often see businesses make is putting a lower priority on retention marketing and reputation/referral marketing. This should be a top priority in every marketing strategy because it's easier to sell repeat services and products to someone with whom you already have a strong relationship. One important aspect many marketers don't pursue is to seek out reviews from those happy customers as well. Some businesses choose to ignore this side of their strategy because of a misguided sense that they need to be humble and asking for a pat on the back seems too self-serving, but in my mind, there is nothing more valuable than these reviews and referrals. They are certainly self-serving, the but benefits far outweigh a momentary moment of discomfort in making that ask.

 

 

9. Kevin Farr, CNTRD

Generally speaking, probably awareness; or lack thereof. Awareness helps us imagine solutions to macro and micro problems. It also helps us understand constraints. Knowing these things helps us manage uncertainty and steer digital activities toward desirable outcomes. Which helps us operate digital marketing in support of our broader business objectives.

 

In many instances, a company will start doing things or continue to perform specific activities without clearly defining what they're doing, why they are doing and if it makes sense. People are busy doing "stuff" versus really pausing to think through the problem they are trying to solve using digital marketing. There's a difference between "doing things right" and "doing the right things."

Digital marketing is a tool. If we fail to operate it effectively, we limit possible solutions, options and outcomes. It starts to constrain the creative/critical thinking process. The very process that helps teams succeed by creating actual value. It also tends to lead teams toward really mediocre work which eats company resources and drains culture.

 

 

11. Dave Rohrer, NorthSide Metrics

Not having a plan. This goes from not having an overall marketing plan to not having a fully thought out plan on how to implement some new project or campaign. Digital allows you to move fast (content pushed to a blog in hours, social posts out in minutes, paid search campaign same day) so often there is no plan on what to do AFTER or even how to properly do it.

 

 

13. Mike Allton, The Social Media Hat

The biggest mistake that I see far too many businesses & bloggers repeat over and over is to make their social profiles all about themselves. They treat social networks and posts as a broadcasting medium when, in reality, they should be working to create relationships. That means sharing thoughts & ideas that promote discussions and working to find ways to integrate their audiences into the posts themselves.

 

 

These and many more speakers will be at MDMC April 16th, 17th and 18th at Union Station in St. Louis. Keep up with @goMDMC on Twitter for more speaker insights!