With 2019 nearing, digital marketers are underway with strategic planning. We should be auditing current analytics to get a clear picture on the best way forward. However marketers often make critical errors in planning their strategy, leading them astray from desirable metrics. Therefore we’re going to highlight three of the most common errors made whilst strategising and how to avoid them. Let’s get into it!
Goal uncertainty’s a critical error. Clear strategic direction needs SMART goals. Are they specific, measurable, achievable, realistic and timely to business aims? Audit competitor behaviour, see what they’re doing. Additionally, really think about which social channels can best market the brand. Image led services like hairdressing suit Instagram, as opposed to LinkedIn, for example. Therefore, define clear goals to shoot effective tactics toward business aims.
Unclear target audiences
Assuming a demographic will take an interest in a brand’s products/services is a costly error. Social platforms offer analytics, showing who the target market is, their location and content needs. The success of a campaign relies on understanding an audience, targeting them with relevant, reliable content. As a result, narrowing the focus ensures money and time’s well spent on ads. This engages the right people at the right time to deliver value.
Rushed results & data confusion errors
Expecting immediate results via online marketing is another common error. Marketers often ditch campaigns if they don’t see fast results. The digital marketing industry is fast and ever growing. However, audiences are human and take time to properly engage. In addition, changing algorithms make it so not everyone will see the content. Therefore, rushing results is an error that can be helped with consistency across multiple points of exposure, with a little bit of patience!
Furthermore, it’s easy to get bogged down and confused given all the data available with platform analytics. Confusion around that data lessens as we figure out what we’re looking at and what to use it for. Firstly, figure out what’s relevant. Impressions? Video views? This should be in line with set goals. In turn, forming them into KPI’s, which shows exactly what’s working and what isn’t.
These three marketing errors are common. They can be avoided in strategic planning if outreach efforts are in line with set goals and business aims. Additionally, narrowing an audience focus ensures money and time’s well spent engaging the right people. Rushed results can be limited with consistent content exposure and a little patience. Lastly, data confusion can be helped by forming relevant KPI’s.