Top 10 Mistakes of Online Marketing a Business

In today’s world, with the majority of people living their lives online, businesses have to use digital Marketing platforms like PPC (Pay-Per-Click) ads to earn the interest of online consumers. Unfortunately, not every business handles PPC ads effectively, resulting in wasted resources and potentially lost sales.

Here are the top 10 mistakes that I see businesses make when it comes to online marketing.

1. Lack of Goals and Objectives

No business can operate without goals and objectives. However, many companies don’t establish the link between SEO (Search Engine Optimization) and PPC (Pay Per Click) campaigns, which limits their ability to improve performances and adapt to changing market trends. Setting goals and benchmarks for measuring the performance of your marketing campaigns, both online and off, will allow you to track and improve your results over time. Without goals and benchmarks, it is impossible to assess the performance of your marketing efforts and identify the most effective campaigns. The process of establishing clear goals and objectives for your business is sometimes called strategy formulation or marketing planning.

2. Ignoring Online Research

Marketing experts agree that traditional marketing research methods, such as focus groups and questionnaires, don’t give enough credit to consumers who are researching products or services online. According to HubSpot Blogging, “72% of consumers research products or services online before buying” and “53% of consumers have bought a product or service online based on their research.” Hence, if you want to get the most out of your marketing budget, you must integrate digital research into your strategy. This entails carrying out online surveys, using monitoring tools such as Google Analytics to track traffic, and analyzing online content, such as blog posts and website pages, to identify the type of customers you’re looking for and what they want out of your product or service.

3. Focusing On Search Engines

The majority of small businesses try to gain exposure through SEO or pay-per-click advertising on search engines like Google or Bing. While this approach can work to some extent, if your focus is solely on search engines, you are limiting your online marketing options. Instead, you must consider how people discover your company’s offerings online and whether there are other platforms, such as social media, that you should be using to reach your audiences.

4. Not Determining The Target Audience

As a business owner, manager, or marketer, it’s your responsibility to determine who the target audience is for your product or service. Without a clear understanding of who the audience is, you cannot decide what kind of content to create or where to focus your marketing efforts. Furthermore, if you want to improve your search engine rankings and click-through rates, you must focus on delivering the right content to the right audience. For that matter, you should also look at determining the size of your target audience, how many people you’ll need to reach, and the ideal engagement levels you are looking for.

5. Focusing On The Wrong Metrics

In the same way that you would go through a strategic planning process to set goals and objectives, you must establish the metrics you’ll use to track the success of your campaign. Just because your marketing tactics are working within the confines of your PPC campaigns and SEO strategies, it doesn’t mean that they are producing the results you’re looking for. For example, while traffic is an important metric to track, saying that you’re getting a lot of traffic doesn’t necessarily mean that your target audience is discovering your company’s offerings and engaging with your content.

Depending on how you define “success”, you may be tempted to use different metrics, such as the number of sales you’ve made, how many people you’ve engaged with through your blog, or even the amount of money you’ve spent on marketing. However, these are all short-term metrics that don’t necessarily reflect the effectiveness of your marketing efforts. In order to properly gauge the success of your online marketing campaign, you must look at whether your efforts produced the desired results in the long run. One of the best practices I see businesses adopt is to establish metrics specific to digital marketing, such as the amount of organic traffic you get to your website, the number of times your website is referenced on social media, and the amount of email marketing open and click-throughs.

6. Relying On One Platform

One of the biggest mistakes I see businesses make when it comes to online marketing is relying on one platform to do all the work for them. While it’s important to use the right platforms for the right purpose, you must remember that each platform has its perks and quirks. Choosing to go with one specific platform means you’re limited in terms of what you can do for your business. For example, if you’re using Google Adwords to drive traffic to your website, you’re not able to touch on social media or email to promote your company.

7. Failing To Re-evaluate

Now, more than ever, we live in a world where change is constant. Just when you think your strategy is working and you’ve reached the desired level of performance, something else comes along to disrupt the status quo. If you’re using the same approach or the same platforms to market your business, you’ll find yourself in a rut and unable to evolve with the times. For that matter, if you decide that the results of one campaign aren’t good enough and choose to scale back your efforts, you’ll be making the same mistake and limiting your options in the future. One of the best practices I see businesses adopt is to regularly re-evaluate their marketing strategy, taking into consideration the changing nature of the industry and the competition.

8. Focusing On The First Page

Just like with search engines and other platforms, your business’ website is probably the single-most-important-tool-you have for attracting potential customers. With the right content, an attractive UI (User Interface), and some top-notch SEO, you can make sure that your website shows up on the first page of search engines, such as Google, when potential customers enter a keyword or keyphrase into the search bar.

If your website isn’t doing well, it could be due to a number of reasons. It could be that you’re not using the right keywords or key phrases for SEO, or that your website content isn’t compelling enough to get people to click on it. When developing content for your website, make sure that it is something that will interest and engage your target audience. Also, bear in mind that a well-optimized website will take some time to show up on the first page of search engines. So, don’t panic if your site isn’t ranking high just yet. Instead, look into using some free tools, such as Google’s Keyword Planner, to find the right keywords and top-notch SEO to get your site to the first page of search results.

9. Not Testing Different Campaigns

Once you’ve reached the first page of search results for your keywords or key phrases, whether through SEO or PPC, it’s time to expand your horizons and try something new. If you want to continue to improve your business’ exposure and take your marketing strategy to the next level, you must test different types of campaigns to find which one works best for you.

By doing this, you’ll discover which platforms or approaches produce the best results for your company and can evolve your strategy accordingly. Even if your current approach is producing the desired results, it’s important to keep your eyes open for emerging platforms or marketing methods that can help take your strategy to the next level.

10. Failing To Measure The Right Metrics

To track the success of your campaign, you’ll need to determine which metrics best reflect your strategy and the results you’re looking for. The most common metrics that businesses use are traffic and click-through rates. However, just because your traffic is growing and you’re starting to generate leads doesn’t mean that your strategy is effective. You should also look at whether or not your strategy produces conversions, whether you close a deal, make a sale, or garner any interest from potential customers.

Once you have a clear idea of what metrics to use, you can properly evaluate the effectiveness of your strategy and determine if you should continue or scale back your efforts. In the end, what is most important is that you’re continually challenging yourself and adapting your strategy as needed, so that you’re constantly improving your performances.