Every brand makes mistakes now and then. It’s part of the growth process, and those mistakes can become valuable opportunities for improvement if the time is taken to learn from them.
I think most of us would agree that we’d like to make fewer mistakes. Here are 5 common digital marketing mistakes that you might be making, and how to avoid them.
1. Ignoring negative comments
In today’s digital landscape, ignoring a negative comment can do a lot more damage than the comment itself. Consumers today prize transparency and authenticity above almost everything else. They want to see you reach out to dissatisfied customers and try to fix their problem.
Dippin’ Dots CEO Scott Fischer took this truth to heart when he wrote a friendly open letter to White House Press Secretary Sean Spicer, who’d disparaged Dippin’ Dots on Twitter. The letter went viral, resulting in a potential combined reach of over 1 billion and more than 10 million views, as well as dozens of high-profile media articles.
2. Producing content for the sake of producing content, rather than trying to give their audience something of value
Content is king - but really, valuable content is king. With the emphasis placed on creating a steady stream of original content, it’s easy to get caught up in the need to blog, tweet, and post photos daily - even if you don’t have much to say.
While creating content on a steady, regular basis is important, it’s more important that the content you do produce has value to your audience.
3. Posting indiscriminately on lots of platforms, rather than selecting the ones that work the best for your brand
Just as it’s easy to place quantity over quality when it comes to content, the same is true of social media platforms. Many marketers think they need to have a brand presence on Facebook, Instagram, Snapchat, Medium, and every other platform, but this usually means you have to overstretch your resources.
Instead, select two or three platforms that make the most sense for your brand and focus on making your posts high-quality and timely.
4. Failing to pivot when the data indicates it
The mark of a truly successful business is the ability to pivot – adapt and change marketing tactics or business practices when the data shows that change is needed.
This can be something as simple as changing the time of day at which you post on social media, or as complex as a full rebranding project. It takes courage and commitment to change something we’ve become used to doing. But if you’re not operating off of what the data tells you, what’s the point in collecting it in the first place?
5. Not taking advantage of automation tools
Automation tools can be a godsend for marketers who have to manage several social media accounts.
Scheduling tweets and posts allows you to maintain a regular posting schedule, which can boost your traffic by up to 192%, according to research by CoSchedule. It also means you won’t get home from work only to realize you forgot to send out that link to your latest Facebook Live video.
Mistakes happen, but they aren’t inevitable. By paying attention to these 5 frequent scenarios, you can easily increase your digital marketing success.
About Shama Hyder
Shama Hyder is a visionary strategist for the digital age, a web and TV personality, a bestselling author, and the award-winning CEO of The Marketing Zen Group – a global online marketing and digital PR company. She has aptly been dubbed the “Zen Master of Marketing” by Entrepreneur Magazine and the “Millennial Master of the Universe” by FastCompany.com. Shama has also been honored at both the White House and The United Nations as one of the top 100 young entrepreneurs in the country. Shama has been the recipient of numerous awards, including the prestigious Technology Titan Emerging Company CEO award. She was named one of the “Top 25 Entrepreneurs under 25” by Business Week in 2009, one of the “Top 30 Under 30” Entrepreneurs in America in 2014 by Inc. Magazine, and to the Forbes “30 Under 30” list of movers and shakers for 2015. LinkedIn named Hyder one of its “Top Voices” in Marketing & Social Media. Her web show Shama TV was awarded the “Hermes Gold award for Educational Programming in Electronic Media” and most recently she was awarded the “Excellence in Social Media Entrepreneurship” award for 2016 by Anokhi Media.
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