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Digital marketing is unique on many levels. Unlike traditional forms of marketing, it can be completely free (meaning small businesses can compete with the big brands).
Unlike most other forms of marketing, creativity and authenticity can win big budgets in digital marketing (another opportunity for small businesses and personal brands).
Nonetheless, digital marketing is still often misunderstood, as a result of which companies are unable to return to other (older) marketing channels and achieve solid results.
Here are some old digital marketing mistakes small businesses still make.
Treat social media marketing like any other marketing
Many companies make the mistake of doing social media marketing the same way they do other marketing.
One of the big differences between most forms of marketing and social media marketing is that credibility wins.
Big headlines may win when it comes to banner ads, TV ads, and radio ads, but when it comes to social media marketing, genuine and relevant stories are everything.
To get the most out of social media, you need to change your mindset and follow the example of brands using social media. Expect to have conversations with the people you connect with, and encourage transparency and humor as a starting point.
Inability to embrace new trends and content formats
Too many small businesses and local businesses are neglected, thinking new platforms like Snapchat and TikTok are only for kids.
Well, Facebook’s audience used to be a lot younger, too. In a few years, the user base of these new platforms will reach the target demographic age group.
This encourages marketing teams to discover and use new content formats, such as the vertical short-form videos that so many platforms love in their news feeds.
From TikToks to Instagram reels to YouTube shorts, it’s ready-to-eat, binge-ready video in 2023. A recent study from HubSpot found that short-form videos are the number one trend professional marketers are investing in this year. Highest his ROI among any video format.
Videoleap makes it easy to experiment with a steady stream of short social clips so your team can create professional branded videos that fit different newsfeed requirements. Use our extensive library of shared templates, pre-licensed soundtrack music, and eye-catching visual effects to create tons of quick iterations with your footage and see what resonates with your audience can.
Ignore content repackaging
Many people think that once they have posted content on their blog, it’s game over and they can’t do anything more.
they are wrong
Repurposing is one of the hallmarks of a successful content marketing campaign, but it has to be done right. If you have valuable content, the more places people can find it, the better. There’s nothing wrong with turning a main article into a podcast, video, or slideshow, or taking advantage of trends in visual content to create a series of images to share on Pinterest or Instagram.
That’s just smart marketing. It’s also a great optimization technique for voice search websites, as you can create many content assets that target all kinds of long-tail search queries. There are many repackaging tools that can easily introduce new content formats into your strategy.
If you’re not sure which direction your content repackaging efforts should go, try Text Optimizer, which suggests all sorts of relevant angles and topics.
Neglect content curation
Too many business social media profiles are filled with unique links and quotes. This is not social media networking. This is broadcast.
Put the spotlight on other creators and you’ll quickly discover they’re doing the same for you.
Sharing great content and adding comments are important human activities beyond the digital world.
From memes to cartoons to interesting quotes, there’s already a lot of content you can share. Reach new audiences via social media sites.
Drumup is one of my favorite curation tools, allowing me to fill my social media profiles with interesting content and links that aren’t my own.
Anonymous content marketing
Too many business blogs don’t have author permissions set, so most of the content is published under the generic “administrator” profile.
Make sure each article is accompanied by a name and author signature so that the expertise behind branded content is recognized.
There are two things to consider.
- Authorless content is not as trustworthy as human-written content. This is important for both human readers and search engines.
- If you want your content to reflect the voice and authority of your brand, you can’t just ask just anyone to write it. Forget about cutting costs by outsourcing to a third world, find someone close to you who really represents you beautifully.
Have people inside your company, like the CEO, create content that immediately has brand authority and credibility and shows the human face behind the company. Your customers will trust and respect your company more if they know the people behind it.
Ignoring email marketing
Some people think that if they use social media for content marketing, they don’t need to worry about email marketing campaigns.
It’s also wrong.
Research shows that email is still one of the best ways to reach people. It also generates twice as much revenue as he of any other marketing channel. It sounds less dead to me.
Email is an integral part of any content marketing campaign because it’s one of the best ways to let people know about the content you create in a more personal way than newsfeeds.
Do not abandon your email. This marketing channel has great reach and supports the entire campaign. There are many affordable email marketing platforms that let you easily set up smart marketing automations and personalize your email campaigns.
Not Measuring the ROI of Social Media Marketing
If your goal is to be visible and connected, you can check your social media fan base to track mentions and interactions.
And there are more. Major social media sites offer analytics (Facebook Insights, Pinterest Analytics, etc.). You can also see what’s happening in your Google Analytics dashboard, including social reports.
We also use Visualping to monitor branded search results. Get notified by email when new mentions or articles appear for my brand name in Google Search. We’ll also let you know when there are changes to the knowledge panel or when new search sections are added to your brand’s SERPs.
Putting all this together, you can see how the audience attention you get translates into leads and revenue.
ignore negative feedback
If people don’t like your content, you’re in trouble. If so, you need to change your approach.
The biggest hit with any content marketing campaign is lack of response. We respond to both positive and negative feedback and emphasize resolving issues quickly. Research shows that nearly 40% of social media users who complain about brands on social media expect a response within 60 minutes.
Digital marketing can increase your ROI and unlock more business opportunities for your brand. But it never stays the same. Keep innovating, experimenting with new tools, getting more people involved in your marketing strategy, and soon you’ll see the real results of your efforts.
Image: Envato Elements
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