You’ve been there, and you’ve felt it before. Your marketing campaign has failed – yet again. Even though the budget was large enough, and you did everything right, it turned out that final result is well below satisfactory.
If you want to be on top of the game in the fast-paced world of digital marketing, it is of utmost importance to constantly adapt to new trends and changes. However, if you want to get in and stay in the game, there are a few basic rules you must abide to avoid most common mistakes of digital marketing campaigns.
Your plan isn’t solid, and you lack focus
Charging blindly into the battle will most likely result in utter obliteration of one’s armies – unless they have an overwhelming force, that is. Similarly, unless you are equipped with ‘out of this world’ budget, choosing to start a campaign without the proper plan will most likely result in a failure.
Your digital strategy should embody your brand, include your audience, and have clear, measurable goals that focus on your business growth. However, the most important part is budget and finance managing – a thoughtfully planned and well-executed campaign can easily outperform lazy, mass-media ad buys.
Once you’ve made a solid plan, you have to maintain the focus and stick to it. First of all, invest your time in areas that will bring you quick and measurable reward. Only after that, you can turn to long-term goals, which should bring you the success of greater magnitude. The key component here is persistence, so keep your eyes on the prize and maintain focus at all costs.
You are setting unclear goals
Before you even start you need to know two things: what exactly you want to accomplish and how to make sure you’ve successfully achieved your goal. Therefore, sit your team down, set right expectations, consult your budget, and get cracking.
Goals of every campaign you launch should be realistic, no question. However, to determine if your campaign was a success or failure, you will need to measure it up against a certain metric. Choosing it is entirely up to you, but it may be nice to mention the most common ones:
- Was the budget breached?
- Did we reach the targeted audience?
- Has our audience taken any desired action and in what manner?
Choose audience and numbers by taking a look at the past campaigns and reanalyzing them once again. Also, do not forget to make “from start till the end” timeline, as it will be crucial for determining milestones and deadlines.
You don’t know or care about your audience
If you are selling toy dolls, targeting middle-aged men would be absurd. Similarly, you will not try to sell a set of kitchen knives to 12-year-old children. Knowing your audience is the first place to start in building your digital marketing strategy. Without a clear understanding of their needs, it is very likely that your entire strategy will crumble. Also, your audience is constantly changing and evolving, so you may have to make minor or major shifts in your digital strategy.
So you have to take into consideration which your specific audience visits social media platforms. It is highly unlikely that 50-year-old man will have a Snapchat account just as a college student doesn’t necessarily visit LinkedIn that often. Trying to engage with users on every app available is hard (almost unachievable), so knowing your target audience and then utilizing the proper social media platforms to engage with them is a base for the success of your social media campaign.
Finally, respect them. If you are going to bombard them with email, make sure that all links included are working. If you are going to opt for coupons, make sure they are valid when your customer reaches the checkout site of your online store. As a marketer, you need to regularly walk through the customer acquisition and engagement funnels, and try to spot any errors or inconsistencies that confuse customers and prevent them from completing their purchase.
You are old fashioned and inflexible
Marketing is changing rapidly and constantly. Adapt or perish.
It’s simple: pre-internet marketing will never be applicable online. So if you are old-school marketing expert who thinks that 1980’s handbooks are still viable, then you are probably going to have a bad time. The fact of the matter is that people behave differently on the web than they did with the media of the past. The internet provides them with more control, choices and accessible information than ever before, so TV and Radio ads simply do not have the same impact. When it comes to digital marketing, it is all about pinpointing the right audience and targeting them with the right content at the right time.
One more mistake that old fashioned marketing managers make is forcing the single “Right” message across all channels. Yes it is less work, and yes it costs a lot less, but it is a lot less efficient. Modern market is incredibly diverse and fragmented, so campaigns should rely heavily on data and take multiple angles in the product advertising approach. The formula is simple – different information for different types of buyers. Most people you are trying to reach care for no one but themselves and their needs, which is why they became masters to shutting out everything that isn’t relevant to them.
You are keeping your team and clients in the dark
Leading a campaign should be a team effort. It is an endeavor that requires careful project planning and diligence, not only from you but your co-workers as well. Also, you are doing it for a client. That client could be the company you are working for or an outsider who hired your team for a ‘one time ride’.
Each stakeholder is essential for the campaign to function properly, so keeping any one (or worse everyone) in the dark is one of the biggest mistakes you can make. Why? Well simply because your team members may be able to offer you creative suggestions which you didn’t even consider. Also, they might recognize opportunities you missed. Don’t do everything yourself – you don’t have to. Make a centralized platform for your team, gather ideas and delegate tasks. If anything, you will be more productive. If you opt for the right tool, you can include your clients as well, thus making client management issue a non-issue.
To conclude, a successful marketing campaign requires a lot of planning, communication, coordination, and flexibility. So plan well, set clear and attainable goals, mind your audience and include all stakeholders in campaign development. It may be difficult at first, but you can rest assured that over time these mistakes will become a thing of the past.