The digital revolution is ongoing in the world of marketing, and things are moving fast. But with best practices and effective marketing methods evolving so quickly, it’s easy to slip up. If, like many other business owners, you’re hoping that 2017 will be the year your digital marketing has a real impact, here are some of the most common (and costly) mistakes you should be looking to avoid…
Say goodbye to fake followers
This is definitely one practice that should be left in 2016! When starting out on social media a few years ago, many businesses took a shortcut, boosting their numbers by purchasing fake followers. But it’s become clear in recent years that it’s not the follower count which matters – it’s how much engagement you’re generating on platforms like Facebook and Twitter. A business with 500 core followers, all of whom are responsive and engaging, will certainly fare better than a business which purchased 20,000 followers, all of them spam bots. If you took this shortcut when setting up your business pages, it’s time to weed them out once and for all, to prevent them skewing your engagement stats.
Ditch the sales pitch
They say that ‘content is king’ – and rightly so – but only if the content is valuable to your customers. In this day and age, it’s not the ‘sales pitch’ style blog that boosts conversions, it’s the informational, engaging or entertaining content that’s relevant to your target audience. Before you sit down to write your next business blog, ask yourself: what will readers take away from this?
Mobile marketing can’t be ignored any longer. With huge numbers of consumers now browsing on smartphones and tablets, it’s more important than ever that your website is optimised for pixel-perfect viewing on these devices. You should also be looking into local marketing, which dovetails perfectly with mobile.
Review and refine
As we mentioned earlier, the digital world doesn’t stand still for one second – so if you’re still using a digital strategy from twelve months ago, it’s time for an overhaul. Take a look at what’s working for you, and where improvements could be made. Collect and analyse as much data as you can to help you make these decisions. And, of course, make sure you stay on top of the latest developments in the world of digital marketing, whether it’s signing up to an SEO email bulletin, visiting a local digital marketing event or subscribing to a trade magazine.