Top 5 Digital Marketing Mistakes.pptx [Read-Only]€¦ · Top 5 Digital Marketing Mistakes Liam...

Top 5 Digital MarketingMistakes

Liam Saunders, VIP IT

ROI Focused Digital Marketingvipit.com | [email protected]


Introduction To Me & My Business

• Experienced digital marketing professional

• Studied BA (Hons) Business Management and

MSc Project Management at university

• Founded VIP IT in 2015 after graduating

• Work with businesses across the UK, mostly in

Hampshire & London

• Clients across wide range of industries: law,

finance, property, technology and beauty


Digital Marketing Spend

£7.3bnUK Digital

Advertising Spend (IAB UK)

50.6%Digital Ad Spend Is

On Search(IAB UK)

13% Increase In The UK’s Total Digital Ad Spend In 2019 (IAB

UK)


Mistake 1: Not Knowing Your Target Audience

£7.3bnUK Digital

Advertising Spend (IAB UK)

Digital Ad Spend Is On Search

(IAB UK)

• Difficult to target your ideal customers/clients without

knowing them

• Easy to rush into a digital marketing campaign without

considering your audience, leading to wasted budget

• Common to target the wrong marketing channels with the

wrong message

• Covering all marketing channels instead of choosing a

selection that appeal to your target audience

• Miss opportunities to appeal to their interests and intent

to purchase



UK Digital Advertising Spend

(IAB UK)


(IAB UK)



Step One: Carry out an audit of all your existing customers/clients and

categorise them into groups

Step Two: Identify where your customer/client groups are active and target

these channels

Step Three: Consider how you can appeal to your customers/clients interests

and requirements

Step Four: Build your digital marketing campaigns around your groups,

channels, interests and requirements


Mistake 2: Failing To Measure Your Results

£7.3bn

• Running digital marketing campaigns without ensuring

that analytics and conversion tracking is in place

• Easy mistake to make given the number of digital

marketing channels and tracking options

• Surprising how many companies either forget this or set

up their analytics & conversion tracking incorrectly

• Impossible to respond to data and evolve your digital

marketing or evaluate the success of a campaign



£7.3bn



Step One: Carry out an audit of all your marketing platforms, identify which

platforms you are using

Step Two: Identify which platforms have tracking code, pixels or other

measurement options

Step Three: Install the tracking codes/pixels on your website or seek help

from a digital marketing company

Step Four: Test your tracking codes/pixels using testing tools or perform a

manual test


Mistake 3: Not Updating Your Website Regularly

£7.3bn

• Easy to forget about your website when you are busy

running your business

• Not updating your website with new content and blogs

can give the impression that your business is closed

• Websites that use CMS platforms such as WordPress

require regular updates to remain secure

• Websites that are regularly updated are favoured by

search engines and potential customers



“If you’re still featuring your old posts on your site, then

visitors might just take one look at the date and opt out” (Crazy

Egg)

38%Of People Will Stop

Engaging With A Website If The

Content/Layout Is Unattractive

(Adobe)

“Updated content is an easy way to double your traffic” (Neil Patel)

“Sites can take advantage of this freshness boost by producing relevant

content that matches the real-time pulse of their industry” (Search Engine

Land)



Step One: Review your website and identify pages that require new content

Step Two: Brainstorm ideas for future blog topics by reviewing competitor

websites and considering problems faced by your clients

Step Three: Develop a content plan and set target dates for updating website

pages and posting blog articles

Step Four: Commit time to revisiting your website content and updating your

CMS if your website uses one


Mistake 4: Skipping Keyword Research

£7.3bn

• Each page on your business website should be built with a

keyword or number of keywords in mind

• The value of keywords can vary considerably depending on

their traffic and level of competition

• Finding out what people are searching for will help you

with SEO, Google Ads and other forms of PPC marketing

• Keyword research can help you to understand trends in

your market and learn about your competitors



UK Digital Advertising Spend

(IAB UK)


(IAB UK)

SEO Audit



Step One: Use keyword research tools such as Google Trends or Google

Keyword Planner to identify valuable keywords for your business

Step Two: Make a list of valuable keywords and order them by search volume

Step Three: Review your website and identify if you have existing pages that

you can pair with your new valuable keywords

Step Four: Optimise your existing pages that you have paired with keywords

and create new pages for any remaining keywords


Mistake 5: Failing To Test Ideas & Experiment

£7.3bn

• Digital marketing success relies on ongoing testing and

experimenting with new ideas and techniques

• If you set and forget your campaign, you are increasing the

likelihood of failure

• Once you are successfully measuring your results you can

analyse them and respond to the data

• Testing new ideas and experimenting will keep your

campaigns fresh and help you stay ahead of your

competitors



“Experiments help advertisers determine what strategies are

causing consumers to take incremental actions” (Adobe)

52%Of Companies test

their website’s landing pages to find ways to improve conversions

(Digital Marketing Institute)

“A/B testing can be valuable because different audiences behave, well,

differently. Something that works for one company may not necessarily work

for another”(Hubspot)



Step One: Identify areas for improvement in your digital marketing activities

Step Two: Consider how you could test a new idea and experiment to

improve your performance, think: layout, design, graphics or text

Step Three: Add your experiment to your marketing activities and measure

the results against your previous ideas

Step Four: Review the results of your experiment. If they are positive add the

experiment into your activities, if not start again at step one


Ask Your Digital Marketing Questions


Ready To Take The Next Step To DigitalMarketing Success?

Book A Free Consultation

https://vipit.com/freeconsultation

Email

[email protected]

Call

01962 458 457

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