Top 5 Digital Marketing Mistakes Liam Saunders, VIP IT ROI Focused Digital Marketing vipit.com | [email protected]
Jul 26, 2020
Top 5 Digital MarketingMistakes
Liam Saunders, VIP IT
ROI Focused Digital Marketingvipit.com | [email protected]
ROI Focused Digital Marketingvipit.com | [email protected]
Introduction To Me & My Business
• Experienced digital marketing professional
• Studied BA (Hons) Business Management and
MSc Project Management at university
• Founded VIP IT in 2015 after graduating
• Work with businesses across the UK, mostly in
Hampshire & London
• Clients across wide range of industries: law,
finance, property, technology and beauty
ROI Focused Digital Marketingvipit.com | [email protected]
Digital Marketing Spend
£7.3bnUK Digital
Advertising Spend (IAB UK)
50.6%Digital Ad Spend Is
On Search(IAB UK)
13% Increase In The UK’s Total Digital Ad Spend In 2019 (IAB
UK)
ROI Focused Digital Marketingvipit.com | [email protected]
Mistake 1: Not Knowing Your Target Audience
£7.3bnUK Digital
Advertising Spend (IAB UK)
Digital Ad Spend Is On Search
(IAB UK)
• Difficult to target your ideal customers/clients without
knowing them
• Easy to rush into a digital marketing campaign without
considering your audience, leading to wasted budget
• Common to target the wrong marketing channels with the
wrong message
• Covering all marketing channels instead of choosing a
selection that appeal to your target audience
• Miss opportunities to appeal to their interests and intent
to purchase
ROI Focused Digital Marketingvipit.com | [email protected]
Mistake 1: Not Knowing Your Target Audience
UK Digital Advertising Spend
(IAB UK)
Digital Ad Spend Is On Search
(IAB UK)
ROI Focused Digital Marketingvipit.com | [email protected]
Mistake 1: Not Knowing Your Target Audience
Step One: Carry out an audit of all your existing customers/clients and
categorise them into groups
Step Two: Identify where your customer/client groups are active and target
these channels
Step Three: Consider how you can appeal to your customers/clients interests
and requirements
Step Four: Build your digital marketing campaigns around your groups,
channels, interests and requirements
ROI Focused Digital Marketingvipit.com | [email protected]
Mistake 2: Failing To Measure Your Results
£7.3bn
• Running digital marketing campaigns without ensuring
that analytics and conversion tracking is in place
• Easy mistake to make given the number of digital
marketing channels and tracking options
• Surprising how many companies either forget this or set
up their analytics & conversion tracking incorrectly
• Impossible to respond to data and evolve your digital
marketing or evaluate the success of a campaign
ROI Focused Digital Marketingvipit.com | [email protected]
Mistake 2: Failing To Measure Your Results
£7.3bn
ROI Focused Digital Marketingvipit.com | [email protected]
Mistake 2: Failing To Measure Your Results
Step One: Carry out an audit of all your marketing platforms, identify which
platforms you are using
Step Two: Identify which platforms have tracking code, pixels or other
measurement options
Step Three: Install the tracking codes/pixels on your website or seek help
from a digital marketing company
Step Four: Test your tracking codes/pixels using testing tools or perform a
manual test
ROI Focused Digital Marketingvipit.com | [email protected]
Mistake 3: Not Updating Your Website Regularly
£7.3bn
• Easy to forget about your website when you are busy
running your business
• Not updating your website with new content and blogs
can give the impression that your business is closed
• Websites that use CMS platforms such as WordPress
require regular updates to remain secure
• Websites that are regularly updated are favoured by
search engines and potential customers
ROI Focused Digital Marketingvipit.com | [email protected]
Mistake 3: Not Updating Your Website Regularly
“If you’re still featuring your old posts on your site, then
visitors might just take one look at the date and opt out” (Crazy
Egg)
38%Of People Will Stop
Engaging With A Website If The
Content/Layout Is Unattractive
(Adobe)
“Updated content is an easy way to double your traffic” (Neil Patel)
“Sites can take advantage of this freshness boost by producing relevant
content that matches the real-time pulse of their industry” (Search Engine
Land)
ROI Focused Digital Marketingvipit.com | [email protected]
Mistake 3: Not Updating Your Website Regularly
Step One: Review your website and identify pages that require new content
Step Two: Brainstorm ideas for future blog topics by reviewing competitor
websites and considering problems faced by your clients
Step Three: Develop a content plan and set target dates for updating website
pages and posting blog articles
Step Four: Commit time to revisiting your website content and updating your
CMS if your website uses one
ROI Focused Digital Marketingvipit.com | [email protected]
Mistake 4: Skipping Keyword Research
£7.3bn
• Each page on your business website should be built with a
keyword or number of keywords in mind
• The value of keywords can vary considerably depending on
their traffic and level of competition
• Finding out what people are searching for will help you
with SEO, Google Ads and other forms of PPC marketing
• Keyword research can help you to understand trends in
your market and learn about your competitors
ROI Focused Digital Marketingvipit.com | [email protected]
Mistake 4: Skipping Keyword Research
UK Digital Advertising Spend
(IAB UK)
Digital Ad Spend Is On Search
(IAB UK)
SEO Audit
ROI Focused Digital Marketingvipit.com | [email protected]
Mistake 4: Skipping Keyword Research
Step One: Use keyword research tools such as Google Trends or Google
Keyword Planner to identify valuable keywords for your business
Step Two: Make a list of valuable keywords and order them by search volume
Step Three: Review your website and identify if you have existing pages that
you can pair with your new valuable keywords
Step Four: Optimise your existing pages that you have paired with keywords
and create new pages for any remaining keywords
ROI Focused Digital Marketingvipit.com | [email protected]
Mistake 5: Failing To Test Ideas & Experiment
£7.3bn
• Digital marketing success relies on ongoing testing and
experimenting with new ideas and techniques
• If you set and forget your campaign, you are increasing the
likelihood of failure
• Once you are successfully measuring your results you can
analyse them and respond to the data
• Testing new ideas and experimenting will keep your
campaigns fresh and help you stay ahead of your
competitors
ROI Focused Digital Marketingvipit.com | [email protected]
Mistake 5: Failing To Test Ideas & Experiment
“Experiments help advertisers determine what strategies are
causing consumers to take incremental actions” (Adobe)
52%Of Companies test
their website’s landing pages to find ways to improve conversions
(Digital Marketing Institute)
“A/B testing can be valuable because different audiences behave, well,
differently. Something that works for one company may not necessarily work
for another”(Hubspot)
ROI Focused Digital Marketingvipit.com | [email protected]
Mistake 5: Failing To Test Ideas & Experiment
Step One: Identify areas for improvement in your digital marketing activities
Step Two: Consider how you could test a new idea and experiment to
improve your performance, think: layout, design, graphics or text
Step Three: Add your experiment to your marketing activities and measure
the results against your previous ideas
Step Four: Review the results of your experiment. If they are positive add the
experiment into your activities, if not start again at step one
ROI Focused Digital Marketingvipit.com | [email protected]
Ask Your Digital Marketing Questions
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