Confronting yourself, nothing is healthier if it leads to producing new ideas and straightening paths. These we call mistakes in digital marketing can be a reality in your company. So if change actions are derived from this article, we will be happy.
What follows is a collection of scenarios seen in real companies and marketing departments that, we believe, make it difficult to meet objectives. These are some of the mistakes which are usually avoided by real estate companies including Sky Marketing . So if you, as a boss or marketing analyst, are experiencing the anguish of projecting results that do not arrive with the speed you expect, it may be that:
1. Has digital goals to meet but does not control the media
It doesn’t sound logical, okay. But it happens, and a lot:
That the company’s website (seen by others as the Loch Ness monster, for the complex and unknown) is a matter of the area of Technology or, in the best of cases, of communications.
That social networks are the terrain of an apprentice or part of the contract with the advertising agency on duty and the content disseminated serves the purposes of interaction, virality, brand or customer service (when the management is good) and not for the purposes of attraction of new customers.
The problem here is that disarticulation leads to slowness and makes management and decision-making impossible. And, beyond, the fulfillment of the goals.
2. Measure the wrong indicators
Who is not proud of having a lot of followers, a lot of interaction on their social networks and, also, a lot of traffic on their website? Vanity is worth it! Nobody denies it.
But in times of lean cows, when the company asks about the benefit that the marketing department has derived from all that brand positioning in the growth of the mass of clients, what will the head of digital marketing be able to answer?
And if you don’t know what to answer, where do you think the cuts will be made?
3. Work for an unfamiliar audience (or bosses)
The biggest risk in any marketing tactic is missing your mark. The target, we know, is the type of people you want to impact. It is common to find marketing departments with no contact with the end customer and insufficient analysis of the groups of buyers on which they should focus their efforts.
And, yes, plenty of effort to please ideas sometimes poorly justified and sometimes poorly informed of the superiors in the hierarchy. That old phrase “what my boss likes, I love” is not always a good advisor.
4. Assume that every user who fills out a form is ready to buy
No, no and no: anyone fills out a form on the internet. What happens after you have a prospect’s data is the important thing: is that prospect nurtured and nurtured with offers that increase their engagement and interest in the brand? Or, on the contrary, are they cold leads despised by sales departments?
Maybe you are interested in reading Tactics to generate qualified leads.
5. Trust in e-mail marketing strategies and that’s why you buy databases
Those who think that email marketing is dead are right, if the messages entering their inboxes do not meet two basic conditions:
- User permission: the recipient agreed to receive information.
- Expectations: the sender makes it clear to the user why they are writing to you and what to expect from the communication.
Do you see why it is a mistake to go to databases that have not been rigorously collected by brands?
6. Monitor digital media, but update your website sporadically
A website that is not updated is dead. For whom? Especially for search engines . So at this very moment, your brand may be losing all users who do not know your company, but who are looking for services like yours on Google.
Here we give you clues to optimize your website and generate leads.
7. You do not think that content development is useful (or yes, but only if it is branded)
It is proven with figures that those brands that cultivate their audience through blogs , publishing interesting and original content about the sector in which they operate, generate more traffic, more prospects and more sales .
Those others that, on the contrary, “only look at the navel” with content that responds only to the benefits of their brand and products, have less impact because they do not inspire enough credibility.
Read what are the advantages of having a blog on your website.
8. Argues that the key to success is advertising, only it
But of course advertising is important, fundamental. We need to pay to be seen … But to what end? It is common to see marketing directors who agree with the follow-up meetings when they talk about numbers of reach, interaction, cost per click …
However, how much of the investment is translated into new customers ? Are those paid interactions good for prospecting? Do they lead to brand content?
9. You think your goals are not being met because “sales” is not doing its job well.
With our hands on our hearts: how many times do we take care only to point out the lack of response of the sales teams to our strategies and prospects?
And at the same time, how many times, the sales team, when we turn our backs, hurts from our lack of interest in their process, their difficulties and our ignorance of the end customer.
The secret is one: set goals together and work hand in hand to achieve them.
10. Fashion guides many of your digital actions
And it dictates in which social networks you have to open accounts, what style the web page should have, how the ads that are placed on Facebook should be, what applications you have to have.
In the race to chase the latest digital trend is the fatigue of implementing actions without a roadmap. Ultimately, no strategy.
Do you know the buyer persona of your brand? 5 keys to identify them
Do you think that your product or service is the important thing and that they will buy from you just because it is good? If so, BIG MISTAKE! Those that matter are your buyer persona (target audience) … but are you clear on how to identify them?
We believe this and have in mind only assumptions that are never validated with research. Buyer person? What’s that? Who is it? A buyer persona is a fictitious representation of your ideal customer.
But it is not imagined, it is not what you think he does, from your observation, that although it may be highly qualified, it needs investigation. A buyer persona is a semi-fictional representation of your ideal client based on interviews that represent your current clients.
Does that sound familiar to you? Think how much time you spend thinking about your customers and what they want and need, well, with buyer personas you will know exactly who you are thinking about and this will help you analyze the hypotheses that you have about them and rethink them if necessary.
Let’s look at it like this: what do a heavy metal concert in a Tibetan monastery, a coat store on a Caribbean beach, and a boat sale all over the middle of the Sahara desert have in common?
That they are all businesses doomed to failure because they clearly do not know or even go against their buyer persona and even if they are extreme cases, it is what happens when we forget who we do what we do for.
This is a common mistake in digital marketing strategies, do you know which ones you may be making? Read them here. There’s a well-known business story that best describes this: In the mid-1980s the preference for classic Coca-Cola seemed to be on the decline.
The brand was losing ground to its classic rival Pepsi, especially among young audiences. To counteract this, Coca-Cola decided to launch New Coke, a new product in which the company would change its formula after 99 years of success.
The product launch would end up being disastrous. Betraying its essence by trying to be more attractive to young audiences would cause outrage among American society, which considered the product a national drink. In the end, Coca-Cola had to relaunch the Classic Coke again, with which it would once again be the leader of the category.
With this example in mind, let’s look at 5 keys that will be very useful when identifying buyer personas:
- A buyer persona is not just an intuitive matter, we must put a name, characteristics and personality to what was previously simply a segment of the population. No more cold demographic questions!
Ask yourself: where and how does he live? How does he consume content? On what channels? What interests him? Who and what influences him? What can you contribute? What challenges does he face in his day? a day?
2. Validate with your team and the other areas that the assumptions you have are correct . Let it not happen that for marketing the buyer persona are different from those who have communications or sales. They all work for the same objective and it is not necessary to fill up with a buyer person, in most cases between 3 and 5 are enough.
3. Use qualitative and quantitative research tools to build a real person. Cross the statistics that Google Analytics, Facebook, Twitter (and how many tools you use) gives you, with information from person-person interviews, research, references and the information that people in your company have that interact with your buyer persona. Don’t forget to document all your findings.
4. Invite your buyer persona to a meeting. As crazy as it may sound, take them to a committee and think about how they would act, what they would think, what doubts they would have and how you could help them solve their needs. Ultimately, put yourself in their shoes!
5. Finally, a buyer persona is not an absolute truth that lasts over time. He is, as we have said, a person who changes his mind, his mind and thus his needs change. Evaluate it over time periods, determine what has changed and how this impacts your business.
Never forget! At the same time that you interview real clients and get valuable information for yourself, always keep empathy in mind because today more than ever marketing is focused on people , so if you cannot understand your interlocutor, you will be unable to create anything with him. . Hey, don’t be one of those who ends up selling boats in the Sahara.