The 8 most common mistakes when starting in Digital Marketing

Discover what are the most common mistakes when starting with Digital Marketing and how you can avoid them.

When a company begins to implement digital marketing strategies, it is very likely that it will fall into practices that are not entirely adequate for the success of its campaigns. Below, we show you which are these most common mistakes and how to correct them.

In general, a Digital Marketing strategy is still something new for many companies, and not all generate results. 81% of Spanish companies are in a basic stage of digital transformation, and Digital Marketing remains a new methodology. So there is still a lot to adapt, study and try.

As a result, many young companies end up making basic mistakes when they start a Digital Marketing strategy . So if they make a mistake, they can hardly measure and prevent the traffic and lead generation of the website, or increase it in a sustainable way. That is why it costs them to have a return of time and money invested in digital marketing.

It is essential to know where to invest resources, regardless of the sector of your company, and if you are making these mistakes, you can hardly analyze the data to reach the best conclusion. But do not worry, there’s always time to rectify. Better late than never!

1.You have not done research on the keywords for your strategy

How do you expect people to find your company if you do not optimize the keywords of your website? These words are extremely important because they are the words that your target audience will use when they are searching for you on Google.

The 8 most common mistakes when starting in Digital Marketing

It is necessary to identify keywords that are relevant, have a large volume in searches and that are relatively easy to establish with a good ranking in search engines.

It is also important to monitor the current ranking of each keyword, the amount of traffic you are receiving and what is the conversion rate that this word has generated.

Performing a research process in a regular and rigorous way of the keywords can have a positive impact of 2 to 10 times in the ROI in Digital Marketing.

How to correct it?

There are 6 strategies to investigate the keywords, and thus have a better position in Google to get results on your website.

  • # Find the main business keywords (called head keywords ). For this, you can use tools like Ubbersuggest or SEMRush
  • # Remove any term that does not relate to your business. Check and make sure there are no duplicate keywords.
  • # Look for long-tail words. This can be the differential to position yourself since long-tails make up 70% of the visiting opportunities. This is because the words that come to you by generic words have a worse conversion than those of long-tail. We recommend using
  • # Discover the volume produced by the keyword. You have already found the keyword, now it is necessary to analyze starting with the organic search volume of each term. You can use tools like Key Word Planner.
  • # Find out if your business is already positioned in Google. Knowing the current ranking of your page is important to know if you have to focus on content production, optimization of a page that already exists, link-building … etc.
  • # Analyze the difficulty, opportunity, and potential of each keyword. You already know the volume of the search and current position of your keyword, now it is to find the three variables. We suggest using Moz for this analysis.

Download here our SEO Guide to improve your position in search engines

2. You have not defined your people

Who is the potential customer of your product or service? If you still do not have the answer, start now! It does not help to have a wonderful product if the marketing area of ​​your company is not communicating with your buyer persona. Can you imagine that you are selling your service to an Anglo-Saxon public but your marketing team is using Castilian terms?

When a company has not defined its people, some of the likely consequences is that there is a very high acquisition cost (CAC), difficult to close business and, possibly, churns (resistance) due to sales made to an erroneous public.

You will ask yourself, “what is a person?” In a simple and fast way, a person is the definition of the desired client, with all its main characteristics. It is not necessarily classified by sex, age or region, but rather by their consumption habits and personal preferences.

Defining people is a fundamental step so that your marketing team can reach the right people and for your sales team can receive proposals aligned with the values ​​of the company.

How to correct it?

You have to define the people of your company and create a shopping day for the customer. We recommend downloading the People and Purchase Process kit to implement this strategy for free. To visualize your person and have a simple way to present it to the team we recommend using The fantastic generator of People.

3. You are not producing content

We usually say, both here on the blog and for our customers, that content is the gas of Inbound Marketing. This is because the content attracts new users, and to generate new leads it is necessary to have content that guides these visits to your proposal.

If there is no content creation in your company, you may be losing business opportunities. A Digital Marketing Strategy of results is intrinsically linked to the production of content for several reasons. Between them:

  • * The content serves as ammunition for users in social networks
  • * Relevant content generates links, the premise of any job in SEO
  • * The production of your own content means that your company becomes a market reference.

Content production is a very important Digital Marketing tool. It is the method with which your company can receive more organic visits from search engines, thus becoming a market reference in which it manages to maintain a relationship with its audience in all stages of the purchasing process. Undoubtedly, a decisive factor in the decision making and very influential at the time of purchase.

How to correct it?

If you do not know where to start or you are having difficulty writing, we recommend that you take a look at this post structure model for a blog or the Kit: How to post a post on your blog. If what you need is ideas, we recommend this post about the perfect topics or this one about how you can recycle existing materials in your company.

4. You are not generating leads

It is a very common occurrence. Companies develop a web page, create accounts in social networks, invest in content, SEO, paid links … and in the end, they are satisfied with generating many daily visits. However, all this is indifferent if they fail to generate business opportunities, and this is the leads.

It is nothing new to say that the buying cycle has changed. Today, the role of the seller is not to control the entire purchase process. This responsibility lies with the marketing department since a large part of the consumer’s purchase decision is consolidated before contacting the company. Thanks to a large amount of information available on the internet and the proactivity of the users themselves in finding information about specific doubts, the role of the seller in the purchase cycle decreases.

Therefore, the web page of a company has to impart a commercial role, especially in complex sales products (as service providers, for example). In such cases, the potential client needs to study beforehand the need for the solution, the benefits that it will obtain, how much energy it will have to invest, etc.

Without a generation of Leads, your company will not be able to obtain the necessary contact information to establish a relationship or convert that relationship into a sales opportunity.

How to correct it?

The generation of Leads is a fundamental strategy in RD Station. It is not a coincidence that we have multiple articles on the importance of generating Leads in our blog, how it works, what problems we have faced and how we have corrected it. To continue we recommend articles and materials on lead generation:

  • * Kit: Generation of Qualified Leads
  • * Ebook: 28 types of offers for lead generation
  • * Post: Leads in Marketing and Sales: from its generation to its analysis.
  • * Webinar: How to generate leads for your company
  • * Post: How to produce leads with the new RGPD

5. You have no proposals or optimized landing pages

The lack of optimization is a very common error. We will rarely see action calls or optimized proposals, as well as conversion pages. Most introduce a button that says “contact us” and wait for someone to do it. This is the equivalent of having a store and asking the shopper to wait in a corner of the store, with his eyes closed and a plaque that says “just go near if you want to buy something”.

It is important to understand that someone will not contact you unless they have seen that you can help them solve their problems or that you have a product they need. Many companies use links such as “request a demo” or “free diagnosis” to attract attention. However, this is just another way of saying “contact us to talk about buying our product/service”.

Your proposals have to be relevant to the challenges your potential clients face.

Educational offers are usually always a good idea. They provide the visitors with what they are looking for and also allows you to classify potential clients and capture relevant contact information so that you can nourish them with relevant information.

It is also important to understand that it is not about having one or two proposals. Have several proposals that resonate with your audience and that can help you understand the correlation of your product/service with its challenges and objectives.

How to correct it?

Download the free eBook How to Create Landing Pages that convert and read the post Perfect themes for your content. With them, you will know how to make proposals and create pages optimized for the conversion.

6. You are buying email lists

One of the biggest myths of Digital Marketing is regarding email lists.

This (bad) praxis is classified as one of the least arduous ways to start in Digital Marketing. It is likely that this is one of the reasons why you continue to practice.

Despite its continuous use, it is considered a very harmful practice for the company, and with the new regulation of General Data Protection Regulations (RGPD) a tenuous line between the legal and illegal. With the RGPD, the purchase of mailing lists borders on malpractice. If you acquire lists of personal data of third parties, where they act as “processor” you will need to have both the consent of the user to accept that the “processor” shares their personal data and that you as a company can use them.

That is, unless the user has said “yes” to having their data transferred to third parties, you will not be able to use their personal data. But most importantly, although they have said yes to third parties, you must certify and document proof of their consent with third parties, and you must offer the option to unsubscribe from your email marketing campaigns. In summary, buying a list of emails is more headaches than adhering to other methods of generating leads.

On the other hand, people who are on the list you have bought do not know you and will not show interest in your company or product. So any email sent will be unwanted mail, something that will negatively affect the perception of your company, and many may label emails as spam.

How to correct it?

We have two recommendations. The first, opt for email marketing strategies to create a relationship with your potential and / or current client. The second is to create email marketing campaigns. In this way, you invest your time in nurturing relationships and avoid falling into a legal problem.

7. You are not measuring where your customers come from

Like anything else in life, digital marketing requires improvement over time, and a good web analytics package is essential to assess and determine how one can improve.

The error lies in that most focus on the wrong metrics.

The important thing in Web Analytics packages is to determine exactly which sources of traffic (for example, keywords, emails, links, social networks … etc.) are attracting visitors that perform a conversion.

Meanwhile, many people tend to focus on other items, such as the number of page views, number of visits or average time spent on the page. These metrics are pretty irrelevant if you’re not converting visitors into leads or paying customers.

For example, you may think that Twitter is attracting many people to your website and that these people are generating a high number of page views. However, if the views that come from an Email Marketing campaign are generating a higher conversion number, it is on that channel that you must invest.

How to correct?

Read the post How to generate leads with Social Networks and Conversion Rate: What is it? to interpret and optimize all the traffic sources of your web page.

8. You are measuring your results with vanity metrics

Many are carried away by numbers, such as page views, followers in social networks, likes of a post … etc. But you have to ask yourself “What is the impact of these metrics on my business?”

The aforementioned metrics feed the ego, but by themselves, they do not contribute to the moment of sale. In the end, selling is the only activity that brings money to your company.

We call vanity metrics all those that do not indicate how Digital Marketing contributes to the generation of business opportunities.

What really has to be analyzed are the metrics in the sales funnel:

With these metrics, you can get a real picture of how Digital Marketing has helped your company.

Funnel models vary, but the most common for several B2B and B2C businesses are: Visit → Lead → Client. With the sales funnel in mind, it is easier to measure the effectiveness of Digital Marketing for the business. Just measure each month:

  • * The number of unique visits
  • * Number of leads generated
  • * Number of customers conquered

Simple and effective

How do I correct it?

Read the post What are a sales funnel to understand the concept in a general way. If you want to go deeper into the subject, we recommend you read the structure and metrics of a good Email Marketing and download the Metrics Marketing Accompaniment form.

Better late than never learn from mistakes!

Every company that starts a Digital Marketing operation is subject to error. This is perfectly normal, and when mistakes happen they should not be seen as something negative, but a learning curve and possibility to improve.

Here at RD Station, we were also wrong. That is not a reason to lower your head. We take it as an opportunity for others to learn from our mistakes and thus help our customers avoid making the same mistake, such as The 9 Ways of Success in Digital Marketing from RD Station customers.

We recommend that you start the methodology by taking the correct steps. If you are starting now, use our Digital Marketing Kit for Initiators guide, available for free here.