8 Biggest Mistakes Digital Marketers Make and How to Avoid Them

8 Biggest Mistakes Digital Marketers Make And How To Avoid Them

Mike TomitaDirector, Online Marketing

Page 2© Marketo, Inc. 05/03/2023

Housekeeping

• This webinar is being recorded – keep an eye out for the slides and recording sent to your email later today• Questions? Type them in the chat box and we will

answer!• Posting to social? Use #mktgnation• There is a brief survey after the webinar



1 NOT KNOWING YOUR AUDIENCE



What is this?


What is this?

Motorcycle Street Bike Sportbike Kawasaki Ninja All of the above


‒ Get an outside perspective‒ Verify your assumptions‒ Use every tool at your disposal‒ When in doubt, test it out


2 IGNORING SEARCH ENGINE OPTIMIZATION (SEO)


SEO

The Land of Great Digital Marketing


SEO Reinforces Best Practices• User and market research• High quality, valuable, and original content• Good website user experience

• Relevant and sharable content • Easy user interface• Fast load times• Cross browser and device compatible coding• Optimized conversion paths• Properly configured analytics



‒ Learn the basics ‒ Do a technical audit of your website‒ Create a Google and Bing Search Console account‒ Get to know your development team


3 OBSESSED WITH BEING #1


Investment (time/money/sanity)

Retu

rn Xno.1

There be dragons here


Goodbye sidebar ads…

1 out of 4 chance…



‒ Take a step back‒ Use data to guide your strategy‒ Focus on quality and relevance ‒ Optimize for performance, not position


4 NO SOCIAL MEDIA STRATEGY



Video Views per DayVia Bloomberg – As of April, 2016

10 Billion


VS


Quantity vs Quality

Paid Search

Social Media

Paid Search

Social Media

Leads Opportunities

+58% +198%


‒ Don’t underestimate the value of social media‒ Make social media a priority‒ Try more than one network‒ Be patient


5 USING THE SAME TACTICS ON EVERY CHANNEL





‒ Plan for each channel individually‒ Don’t be afraid of humor‒ Learn from others‒ Test out different approaches


6 FOCUSING ON THE WRONG METRICS



So Many Metrics…• Impressions• Cost-per-Mille• Click-Through Rate• Cost-per-Click• Conversion Rate

• Cost-per-Conversion• Average Conversion Value• Return-on-ad-spend• Cost-per-Opportunity• Cost-to-Pipeline



What are your objectives for each channel?


Quantity vs Quality

PPC Social PPC Social

Leads Opportunities

+58% +198%


Quantity vs Quality

PPC Social PPC Social

Leads Opportunities

+58% +198%


‒ Align your metrics to each channel’s objective‒ Establish “cost-per” thresholds ‒ Evaluate performance from end-to-end‒ Optimize for quality over quantity


7 TESTING IMPROPERLY (OR NOT AT ALL)



What Makes a Good Test?• High Traffic• High Impact• Supporting Data• Research • Goal• Hypothesis



‒ Do it‒ Start with a hypothesis‒ Test 1 thing at a time‒ Gather enough data to establish significance


8 FALLING BEHIND THE TIMES



‒ Create a reading list‒ Make time to actually read‒ Set up some news alerts‒ Make it a team effort

Questions?

Thank You!

8 Biggest Mistakes Digital Marketers Make and How to Avoid Them

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