As the piano man once said, ♫ I’d rather laugh with the sinners than cry with the saints. The sinners are much more fun. ♫ While that sentiment might make for a great social life, it can spell death for your digital marketing efforts.
The seven deadly sins listed below are common mistakes that small business owners often make, negatively impacting their online marketing efforts. These marketing missteps can hinder your ability to reach and engage with your target audience, reduce your website traffic and hurt your brand’s reputation.
Fortunately, they’re relatively simple to correct. To stay good, without dying young, make sure you’re not guilty of any of the following…
Neglecting Search Engine Optimization (SEO)
♫ Sooner or later it comes down to fate. I might as well will be the one. ♪
SEO is the practice of optimizing your website so that it ranks higher in search engine results. Neglecting SEO can result in lower visibility and website traffic. To avoid this, focus on creating keyword-rich, relevant content that resonates with your target audience. Use descriptive titles and meta descriptions, and make sure your website is structured logically with clear navigation.
Ignoring Mobile Optimization
♫ The stained-glass curtain you’re hiding behind, never lets in the sun. ♪
55 percent of website traffic comes from mobile devices and 92.3 percent of internet users access the web using a mobile phone. Simply put, it’s essential that your website is mobile-friendly. Neglecting mobile optimization can lead to poor user experience and lost sales. To avoid this, use responsive website design that adapts to different screen sizes and keep your website’s overall design simple and straightforward. Optimize images and work to reduce page load times to improve the mobile experience.
Overlooking Social Media Engagement
♫ You mighta heard I run with a dangerous crowd… we ain’t too pretty, we ain’t too proud. ♪
Social media is a powerful tool for small businesses, allowing you to connect with your target audience, build brand awareness and drive website traffic. Neglecting social media can hurt your online presence and make it harder to reach potential customers. Consider focusing on the social media platforms your target audience is most active on and create engaging content tailored to each channel. Develop—and stick with—a social media schedule to consistently post content and engage with your followers.
Focusing on Quantity Over Quality
♫ Aw, but they never told you the price that you pay. For things that you might have done. ♪
Posting low-quality content or too much content can actually be detrimental to your digital marketing efforts. Instead, focus on creating high-quality content that resonates with your target audience and is relevant to your brand. Repurpose this content across different channels to maximize its reach.
Failing to Measure Results
♫ But, Virginia, they didn’t give you quite enough information. You didn’t count on me. ♪
Measuring the success of your digital marketing efforts is crucial to understanding what’s working and what’s not. Without this information, you won’t be able to adjust your strategy and improve your results. Make sure you’re practicing data-informed digital marketing by using analytics tools to track website traffic, social media engagement and other key metrics. Analyze this data to identify patterns and trends and adjust your strategy accordingly.
Neglecting Email Marketing
♫ So come on, Virginia, show me a sign. Send up a signal, I’ll throw you the line. ♪
Email marketing remains one of the most effective ways to connect with customers and drive sales. Neglecting email marketing can mean missing out on a lot of potential business. To avoid this, build an email list and segment it based on your customers’ interests and behaviors. Create engaging, action-oriented content that is tailored to each segment and send regular newsletters or promotional emails.
Not Having a Clear Brand Identity
♫ Said your mother told you all that I could give you was a reputation. ♪
In a crowded online marketplace, having a clear brand identity is essential to standing out from the competition. Neglecting your brand identity can make it difficult for potential customers to remember and recognize your brand. Ensure that you’ve clearly defined your brand positioning, key messages, tone of voice and visual identity. Create a consistent brand image across all marketing channels to build brand recognition and loyalty.
♫ They say there’s a heaven for those who will wait, ♫ but I would recommend addressing these mistakes today. Avoid these seven deadly sins of digital marketing and focus on creating a comprehensive digital marketing strategy. You’ll go a long way toward effectively reaching your target audience, driving more website traffic and, ultimately, growing your business.