Guest written by Digital Hyve Co-founder Jake Tanner
I’ve worked on hundreds of digital marketing campaigns and have done hundreds of audits for businesses on their digital marketing. I wanted to share some of the top mistakes I see local businesses making with their digital marketing campaigns. Some of these include:
- Stopping the campaign too soon or expecting super-fast results
- Shiny object syndrome
- Not tracking conversions or events
- Focusing on the wrong metrics
Below, I’ll be taking a deeper dive into each of these mistakes, and how you can prevent them.
Rome wasn’t built in a day
I’ve seen so many companies stop their digital marketing campaigns after a month of testing it out or dipping their toes in. At that point, the company says it doesn’t work and packs up and goes back to traditional marketing. The problem with this? Many times, a month doesn’t give you enough time to test correctly or gather enough data. Sure, your campaign could go gang busters and be a success from day one or two, but you may need a little more time to get to that point.
You may not have enough data in the first month of the campaign to decide on what is or isn’t working at that time. It’s perfectly normal when you first start digital marketing to have to test different strategies, ad copy, audiences, platforms, etc.… This is different from optimization of a campaign. Once you find a hint of what’s working for you, you optimize it so it continuously gets better or stays ahead of the curve.
Focus is the key to success
On to shiny object syndrome. This is when you read a blog every week or month about some new cool digital marketing technique or platform and jump from one thing to the next. You never get a chance to reach that point of optimization. You may get some results, but many times they might not last—or you may never get results at all because you’re not focused enough. I see this a lot when a company comes in, decides to spend two-thousand dollars a month in Google Ads, and then once it’s finally producing results for them they just want to jump into the next thing. This might be a jump into Twitter ads for example, but they could just increase budget with Google Ads first and continue to build on their ROI before moving on to testing other things.
I believe in a digital marketing mix of the main platforms such as Facebook and Google, but many times businesses want to move into platforms that will produce less ROI overall before they even saturate the main platforms they are working on. Once you get to the point of knowing your ROI, the more money you invest, the more likely these platforms will continue to provide bigger returns.
Better tracking leads to better results
I see websites and companies all the time not tracking any conversions or events online. Before you can optimize a campaign, or tell if it is or is not working, you must be able to track conversions or events! An event might even be someone that clicked on your “click to call” button on your website, or even stayed a certain length of time on your site. It doesn’t always have to be form fills or purchases but those are great to have. Before starting any digital marketing campaigns make sure you are tracking as much as you can!
The right metrics matter
I hear all the time that “this campaign has a great click through rate” or “we have such a low cost per click.” These are great metrics to have and you should certainly keep them in mind, but sometimes we lose track of the more important metrics such as cost per lead/event completion. Sometimes you won’t have these metrics for every campaign, but if you can track something like cost per lead that should be part of your focus for your optimization.
You will need to keep in mind overall spend and the number of events you have happening overall too. A campaign goal might just be overall reach or impressions for branding and that’s fine. This is just a reminder to not over look some important metrics when just focusing on the total number of clicks or impressions to a campaign.
We didn’t talk about mistakes on specific platforms yet, but we can save that for another day. All marketing can take time and testing. One of the many benefits of digital marketing is that we can test and adapt a lot faster than many other forms of marketing. Working with a team that has experience with digital marketing campaigns can help you cut down on that time to success.
If you’re interested in working with our team of passionate digital marketing experts at Digital Hyve, feel free to contact us!