Digital Marketing is becoming unavoidable mainly due to the advantages it provides to businesses compared to traditional Marketing. However, I deal with a lot of businesses and most of them make the same mistakes when it comes to Digital Marketing. Unfortunately, and as it is often the case in business, those mistakes often cost money.
Mistake 1: Unrealistic expectations.
Some business owners want to rank on top of Google’s organic listings in a couple of days. Needless to say that this is nearly impossible.
My advise for business owners is to do some research and get a basic understanding of what the technology can and cannot do. Moreover, speak to Digital Marketing professionals. Most of the time they will be happy to tell you about the limitations of the technology, free of charge!
Remember if you set the wrong expectations, you’ve set yourself on the wrong path and failure/disappointment is the likely outcome. So it is in your best interest to do some research so that you maximize your chances of success.
Mistake #2: Not setting goals.
I find this one amazing! Anyone in business knows that getting into something without an objective or a goal is a sure way to waste money.
Some businesses get into Digital Marketing without a goal, that’s why you see businesses with Social Media pages that have no purpose. Then they turn those pages into meme factories because who doesn’t like meme? 🙂
What these business owners don’t know is that Digital Marketing is one of the most measurable form of marketing. If you’re not sure about what your goals should be, speak to a marketing professional.
Tip: your Digital Marketing goals will often be linked to your business goals. For example, if one of your business goals is to increase sales of a specific product, Digital Marketing will be used as a tool to achieve that objective.
Mistake #3: Setting the wrong goals.
I had a small business owner (with a small budget) ask me to make them rank on the 1st page of Google’s paid rankings. Guess what? It’s very easy to make businesses rank on page 1 of Google’s paid rankings. In fact, this can be done in a day but the problem with this business owner was that they simply didn’t’ have a big enough budget. To make matters worse, they operate in a highly competitive industry. This meant that their ads stayed on page 1 for an hour or two and then they stopped showing for the rest of the day.
Solution? Know where you stand and focus on getting value within your budget. The first page is great but it’s not always the place that will give you the most value, especially when you have a small budget. Moreover, there are other places where you can show ads other than the 1st page of Google.
If I was this business owner, I would have done the following:
Consult a digital marketing professional. Tell them about what I want to achieve and let them guide me. Also, not having an obsession with the 1st page of Google is a good thing 🙂
Mistake #4: Telling the pro how to do his job.
This one is very simple. Do you think it’s a good idea for a taxi driver to tell Lewis Hamilton how to drive a formula 1 car? Do you think that if the taxi driver tells Lewis Hamilton how to drive an F1 car they would win a championship?
Certain business owners make the mistake to take full control of the Digital Marketing process and often it leads to failure because they simply don’t have the expertise. Moreover, it’s a sure way of wasting money because you are not using the skills of the professionals that you’re paying.
I’ve seen cases where the Digital Marketing professional is happy to deal with these types of clients because they end up getting paid a lot for close to no work.
My advise would be for business owners to let the pros do the work that you’re paying them to do. I think this one is simple and straightforward.
I hope that the mistakes and advises I highlighted help you get the most out of your Digital Marketing.