Digital marketing has completely revolutionized the way the world conducts business. Marketing managers globally are now constantly looking for newer tools, channels, and technologies to reach wider audiences with specific niches and psychographics, like never before.
Brand management has become even more intense and specific with tools that further entrench into people’s online behavior, choices, trends, and digital journeys to facilitate brand engagement and meeting points between the brand and its targeted audience.
However, with every pro comes cons as well. With so much development happening every day, it is only obvious that there are going to be some hiccups and mistakes along the e-path to the digital success of a brand. This is where an experienced
internet marketing company that specializes in
brand management comes in handy. Otherwise, incorrect moves can cost a brand heavily, often reflected in its reach, engagement, digital conversations, and ultimately, conversions. Let’s check some of the common errors that may occur or details that may be missed by marketing managers so that brands don’t make them.
Here are 6 mistakes that every marketing manager should avoid while devising a digital strategy for a brand:
1. Lacking conceptualization of realistic goals, their tracking, and keeping margins for errors
Every marketing manager would desire the unparalleled and unrivaled success of their brand. However, having unrealistic goals can be the death of a marketing campaign. It won’t matter how well you work on a strategy or how hard you try to get conversions, unrealistic goals cannot be met and should be dodged.
What can you do to avoid this problem?
Devise SMART goals.
Specific: Goals must be precise and clear
Measurable: The goals should be trackable via data and metrics
Achievable: Instead of a huge goal, break it down into smaller milestones to be achieved with proper planning and in accordance with the feasibility.
Realistic: The campaign should reflect the best usage of the available resources. Keep a track of the campaign’s progress and keep evaluating it time and again. Time-sensitive: Having a timeline for each campaign ensures that the team works as per the deadlines and in accordance with the time limits.
Form Key Performance Indicators (KPIs) to track the progress of your marketing campaigns and measure the Return on Investment (ROIs) to gauge the effectiveness.
2. Disregarding SEO and keyword-search optimization
This point is extremely critical for acquiring potential customers. People who are looking for your brand online or searching for the same category. It is essential that your website and content are overall SEO-friendly. Search Engine Optimization(SEO) is, according to an
Impact Plus report, 61% of marketers considered SEO to be their top-most marketing priority in 2021.
What can you do about it?
The first step to being SEO-friendly is to identify the relevant keywords for your brand that have a high search engine ranking and search volume. Further, rank each of these keywords according to relevance and traffic. Ensure that all the content created should match the search intent of the high-ranked keywords including the much-ignored title tags.
3. Targeting a wrong or wide range of audience group
This is one of the commonly made mistakes by marketing managers while devising a digital strategy for their brand. They either attempt to target too broad an audience or end up targeting anyone and everyone in order to reach out to more people. Some even end up wrongly targeting groups that may not even be interested in that brand or its category.
How can you resolve this?
Such a problem can be easily avoided with research and data analysis. By analyzing the search and consumption data and metrics, one can easily find out the target audience. These are people who are genuinely interested in the product category. Furthermore, create customer personas, and get to know their hobbies, interests, lifestyle, consumption habits, etc. Once the consumer personas are established, then the campaigns can focus on these pockets of target groups rather than as a whole for optimum results.
4. Ignoring digital customer services and reachability
Often, websites are designed in such a manner that it becomes difficult for a customer to reach out to the brand. Then, they attempt to reach the brand via social media platforms. However, marketing managers forget to deploy a strong team of Client Relationship Management (CRM) for their brand which results in delays in response or worse, no response at all from the brand side to the customer.
How can you resolve this?
According to an
Impact Plus survey, 70% of customers become repeat customers with you if the brand resolves their complaints well. Offer help via your website, social media pages, and customer chatbot services. Remember to be prompt and precise.
5. Under-optimizing the website for mobile users
According to a
Statista report, mobile users account for about half of web browsing traffic. Yet, many brands don’t pay much attention to the ease of navigation, user-friendly website experience, and mobile optimization of the website. In short, the website is where your potential customers head to. Thus, make sure it helps in conversion and leads rather than leaving your customers confused.
What can be done to make it better?
The elements on your website should be scalable to fit any screen- mobile, tablets, laptops, desktops, or any device. Make sure that the website pages load quickly by reducing the file sizes of the elements being used, especially pictures and videos. Thirdly, ensure that the sitemap is navigation-friendly.
6. Not offering promotions or re-targeting
Believe it or not, offering promotional discounts, offers actually works! According to a Retail Me Not survey, two-thirds of consumers purchased something they’d not planned solely because of an irresistible offer or promotion. In fact, 4 out of 5 customers made a first-time purchase when they found an offer.
Hence, if your brand is not offering these deals and promotions to its customers, you are definitely losing out on a lot of conversions and leads. A fine balance between acquiring new customers as well as retention of existing ones is the key to a successful marketing campaign.
How to improve the situation?
Offer discounts and promotions not just to first-time customers but build a whole model for re-targeting existing customers as well, thus creating brand loyalty as well as enticing your potential repeat customers to include your brand in their daily lives.
Such rookie mistakes are bad news for any brand and its marketing managers. But, the good news is that with enough knowledge, experience, and expertise, some reputed and credible internet marketing companies in Canada and Toronto have perfected their brand management strategies. One such agency is Chimp&z Inc which has a robust team of experienced professionals who look at brand management and internet marketing in Canada and Toronto and deploy professional repertoires to ensure a brand’s digital presence, reliability, and performance growth.
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