More companies are focusing their efforts on digital marketing instead of traditional techniques. In fact, according to forecasts made by Web Strategies Inc., digital marketing spending will increase to 35% by next year. With online marketing efforts having nearly equal weight as traditional marketing efforts, the pressure is on for your digital marketing team.
You need your team to deliver, and they can do so by knowing what to do and avoiding these 3 all-too common digital marketing mistakes:
1) Acting without a plan.
You have multiple content creators publishing articles. Your remote marketers are taking shifts, working round the clock to make sure they can respond to your audience in real time. Still, you’re not seeing results. This is the biggest mistake most companies make. It’s tempting to apply all strategies you can think of or jump on the bandwagon of a new marketing tactic without a second thought.
“The lack of an organized cohesive strategy will lead to wasted time, money and opportunity.” says Brent Gleeson and Jeffrey Baskin of Internet Marketing Inc. Marketing is most effective when it is strategic. You can make use of all the latest digital marketing styles but they won’t reap any results unless your team has done the research and created plans to do it right.
The Solution: Have your team collaborate on a digital marketing plan for the next three months. Have them start with a brainstorming session. They can use a lightweight mind-mapping tool like bubbl.us to flesh out the details of a campaign or come up with fresh ideas for content creation.
2) Doing too much, too soon.
For startups, having a presence is so vital that digital marketers find themselves juggling multiple channels and campaigns all at once. With this kind of strategy, you run the risk of having poorly executed strategies.
Adam Lundquist of Nerds Do It Better shares why this approach is one you should avoid: “The mistake is that your presence on these networks is sporadic and doesn’t allow you to understand the community and authentically connect with the users.” This will only weigh your marketers down, busying them with too much work that won’t yield results.
The Solution: Find the channel your target audience mostly use and focus all your efforts there. Once they have established your company as an industry expert and cultivated a sustainable following, you can expand to other social media networks.
3) Inflexibility with marketing strategies.
When something works, common sense dictates to keep doing it. This doesn’t necessarily apply to digital marketing. Technology changes all the time. The types of content people react to today might be different in six months. Even web algorithms are not constant.
Your marketing team should be as buoyant as the tech industry and digital marketing sphere itself. Christina Baldassarre of Zebra Advertisement says that “A reactive, flexible, and adjustable digital marketing strategy works far more effectively for a fast growing startup.”
The Solution: Make sure your digital marketing team examines their strategies every few months to see which are working well and which ones can be optimized or removed altogether. Use different analytics tools to measure components of your digital marketing:
- Mixpanel is a comprehensive tool that analyzes visitor behavior on your website. They don’t just give web traffic numbers, they provide detailed information on what your visitors are and aren’t responding to.
- Kapost allows you to measure and check the effectiveness of your content marketing. Their Content scoring feature allows your marketers to measure how individual pieces of content contribute to business revenue.
One of the best ways to avoid any digital marketing mistake is to have marketers who are constantly learning. Your remote marketers can grow their skillset at their own pace through online tutorials found on Lynda. They can also take online courses on marketing through Udemy.
You can also encourage constant learning by sponsoring conferences that may be happening where your remote marketer is located. You’ll be able to maximize your globally dispersed team by having them learn trends and techniques from all around the globe.
How does your company solve these digital marketing mistakes?
Looking to grow your digital marketing team with skilled talent? Remote staffing may be an option for you. Email us at info@BoltonRemote.com.
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