Jordan Fogarty

By Jordan Fogarty | Articles |  Strategy |  

How confident are you with your digital marketing strategy at this moment?

In today’s continually evolving era of technology, we can all agree that brand marketing online is crucial to reach and engage the modern consumer. The reason you see millions of individuals on social platforms is that they love engaging with brands there. That is why it’s important that a company’s digital strategy has to be effective in giving it visibility online so potential customers can find them.

But just because you’ve decided to do it doesn’t mean it will be smooth sailing moving forward. There are many businesses today who have experienced obstacles in their digital marketing methods due to mistakes they made from the onset.

One day you might think you’re doing everything right only to find out months later that your approach doesn’t generate the expected results. Or you might be getting what you want at this time but notice that it is beginning to slow down and you don’t have a clue why it’s happening. Now isn’t that frustrating?

So before you get into it, here are some common online strategy pitfalls for enterprise businesses to avoid and be wary of.


Lack of Audience and Digital Marketing Goal Clarity


One of the first steps to get your digital marketing plan established is to have a clear understanding of who your target audience is and the specific outcome you wish to achieve. By knowing who your ideal consumer is right away will help you in preparing content that matches their interests. This then allows you to attract the proper audience each time.

Aside from that, having transparent and measurable goals will give you the direction you need to know how successful your digital marketing strategy has been. Whether you’re looking for more traffic, leads or social engagement, a goal you can measure will surely make it easier to track the results overall.

Among the best techniques for you to gain clarity on your target audience is to create buyer personas. When you invest time and effort to develop these personas, you can prepare your writing team to push out highly relevant content to your readership.

And this goes beyond just knowing their basic demographics. You will also learn about their roles in the purchasing process, what their goals are and more. All of these will help you make that amazing content that will attract them to your brand.


Failing to Document Your Digital Strategy


Based on a study, approximately 30% of marketers in the B2B sector claim they document their content marketing strategy. Now whatever industry you may be in right now, this means that most of your competitors are not using a well thought out marketing strategy.

One of the biggest mistakes in digital marketing is when you fail to perform your due diligence in planning ahead. Establishing what your goals are is not a thing that matters but you also have to determine what activities your company will do to achieve them.

Experts recommend that you focus your attention on a maximum of just three digital strategies at one time if you have a small team. By testing, reinforcing and concentrating on a few tactics, you can immediately be aware of what things are working and what aren’t. This way, you can quickly trace back which methods are giving you the most results and to make adjustments on anything else.



Not Improving on Your Technical SEO Strategy


Making your search engine optimisation strategies better is an ideal tactic to follow through if you wish to get better visibility on search engines. After all, the results of this will mean that your business can be found easily by your audience.

The great thing about doing this is that there are SEO techniques that stand the test of time and have continued to push blogs and websites on top of search engines. These include:

  • Inserting the main keyword on your title tags, meta descriptions, URLs and in your content.
  • Including interactive content and visuals on your pages to increase dwell time.
  • Attach backlinks from authoritative websites.

Keep in mind however that the algorithms from search engines change every now and then. This means that whatever may have worked yesterday may no longer be valid a few months from now. That is why it’s essential that you keep up with the newest SEO practices to maintain competitiveness. When you fail to hone your technical SEO process, you’re basically digging a hole yourself to stumble upon later on.


Underestimating the Power of Case Studies


Are you aware that case studies can be very powerful tools in helping you convert your leads to customers? Besides being able to perform excellently for the decision portion of your content, these case studies can also increase your organic traffic, better your website’s experience and improve lead conversions.

And the main reason for this is because stories ultimately sell. People want to know how successful your business is in providing for the needs of others to find out whether you can meet their needs or not. Case studies develop your credibility and build up trust as well. That is why many companies value these highly in their digital marketing arsenal.

But out of those who use case studies, there is a higher number who fail to apply it to their fullest. They either believe that the results they might get aren’t worth the investment, lack time to do them or simply don’t have the permission of their client. However, you’ll be surprised to know how many clients would be willing to share their story of success with you.

That is why you should start implementing these case studies within your enterprise marketing plan. Develop good relationships with all of your clients and let them know that you’d be happy to put their company on the spotlight and share with others their success. You can then take advantage of these stories via email, social media and search marketing to propel your digital marketing efforts forward.


Engaging in Suspicious Practices


You most likely have seen emails that go “Guaranteed: Top 10 SERP Ranking in Just Days.” Quite the tempting offer, isn’t it? Just do a few tweaks here and there then you’ll be getting lots of traffic on your website without nothing to worry about. But that’s where you should be careful.

Although many reputable SEO firms exist nowadays, there are equally or even more who will promise you with instant results. These are the agencies which make use of “black hat” methods which involve trying to trick search engines in giving a website better ranking for certain changes.

You may experience some gains for a short while but you’re playing with fire my friend. The search giant Google spends millions each year just to fight against these cheaters and they come down on them hard. Ultimately, you will still end up losing. Being penalized or even banned by Google can be a very hard thing to recover from as this can cause irreversible damage to your enterprise marketing plan and reputation.

The solution here is to stick with legitimate, “white hat” SEO tactics when promoting your website. Even if this approach will need more time and money, its results will be worth it as it provides your website with long-term results.


Your Website Isn’t Compatible with Mobile Devices


Websites that provide poor user experiences to mobile device owners can be very costly in terms of bringing in leads which eventually harms your bottom line. A huge percentage of consumers today are now using their smartphones to surf the Web and with this many people on their phones, it’s imperative that your website offers a flawless experience for mobile users.

You see, people don’t want to stick around if a website is hard to access or navigate on mobile. Research has shown that 40% of consumers have decided to go to a competitor’s website because of bad experiences on mobile browsing.

Not only do you want to give your users a better experience, but Google along with other search engines also prefer websites that are responsive. That is why you should definitely switch to an improved design if you wish to continue bringing in organic traffic and rankings.



Using a One-Size-Fits-All Email Marketing Approach


Your potential customers aren’t the same. Some of them have different interests, preferences and the like so a one-size-fits-all approach in email marketing will not generate a positive response with all of them.

They might be in a different stage in your sales funnel or are looking for different solutions for their needs. When you send out the same email to all of them, you’re not making any sense when it comes to marketing.

That is why you should segment your list of subscribers and create different campaigns for different people. You should have at least three groups of subscribers based on their demographics, interests and even marketing metrics.

Once you have that, you can then send out a targeted email newsletter to each one of these categories with offers that appeal to them. Doing so will net you a higher click-through rate as these personalised offers will be relevant to what they are looking for.


You Aren’t Leveraging the Right Partner or Tools


The digital marketing world today is quite complex as it is. You can be faced with so many components, intricacies and factors that you’ll be spending an entire lifetime just to be good on one subset of it. And that simply means one thing: you can’t go at it by yourself.

There’s simply no person alive who can say they are an expert in all aspects of digital marketing while excelling in SEO marketing, social media, PPC and even with emails. You can certainly find experts in several fields, but they don’t do all of these areas alone. They rely on other individuals who have various skills and knowledge and collaborate with them.

The same is true with the tools you have. You simply can’t have the software or capabilities to process certain data without working with someone else. That is why engaging with the right digital marketing partner is important. You should however make sure that they know what they’re doing in the first place. The ideal marketing agency has the history, expertise and programs to help bring your brand to the next level.


Final Thoughts


And there you have it, some of the best tips you can get for enterprising businesses. By following the tips we’ve provided in this guide, you can avoid the most common pitfalls that organizations face when starting out.

Are you looking to achieve more with your digital marketing efforts? If so, then you can book a strategy session with our digital specialists to help you develop the master marketing plan for your needs.

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