SMB Nation Blog

SMB Nation has been serving the Bainbridge Island area since 2001, providing IT Support such as technical helpdesk support, computer support, and consulting to small and medium-sized businesses.

5 Digital Marketing Mistakes That Will Doom Your Business

Success for modern small businesses depends on the effective use of digital marketing channels. Unfortunately, many companies have failed, despite their effort to engage their online audience.

To help your company gain the most from online opportunities, learn about the following five digital marketing mistakes and use the tips that follow to help you avoid them.

1. Lack of Planning

Before you do any marketing, you should thoroughly understand your business and its mission. Afterward, you can plan your digital marketing strategy in a way that is consistent with the other parts of your operation.

By spending time understanding your goals, you can stay focused and avoid wasting resources on unnecessary and counterproductive activities. So, before moving forward take some basic steps:

  • Identify and understand your operational environment. This includes your customers, competitors, industry, and logistics.

  • Write down what you want to accomplish via digital marketing.
  • Break down your objectives so you know what you need to do with each of your marketing channels.

As soon as you have a plan, you can start promoting your brand.

2. Irrelevant Content

Companies that lose their focus face all-but-certain doom. Avoid that mistake by sticking with your marketing plan. As part of that focus, make sure that everything you either publish or post has relevance to your business.

Both poorly defining your market and creating low-quality content can contribute to a loss of focus. You can avoid these problems by first understanding your audience and then send the right messages.

As part of your effort, remember that relevance has much to do with channel selection and timing. Even the most valuable content will fall flat if you fail to get it to the right people when they most need it.

3. Focusing on Social Media Alone

Social networks such as Facebook and Twitter attract millions of daily users. For this reason, many companies make the mistake of focusing on social media and ignoring their website.

Without a website, your prospects and customers have no way to expand their knowledge of your brand and products. So, after reading your social media posts, people have nowhere else to go.

Rather than using social networks to replace your website, use them to funnel qualified traffic to your website. That way, people who want to learn more about your brand can click links that lead to your website.

4. Missing Out On Automation

Many growing companies fail to capitalize on their opportunities because the needs of customers exceed their support capabilities. Businesses in this predicament are doomed unless they embrace automation. Many never do.

When you use technology to perform repetitive tasks and distribute information, you expand the capabilities of your staff. As a result, you can control expenses while improving service. In other words, automation is a win-win option, so never ignore it.

In addition to reducing the number of manual actions required in your daily operation, automation can improve accuracy. After all, every time either you or your team manually enters data, you can make a mistake. Meanwhile, automated tools can without error repeatedly enter the same data all day, every day.

5. No Genuine Email Personalization

Email is a powerful weapon in your digital marketing arsenal, so make sure you use it properly. However, successful email marketing involves much more than sending out promotional notices.

Personalization can make a big difference with your email campaigns by tailoring your messages to individual recipients and audience segments. For starters, you should use an email tool that can insert first names into the text and mention the last products that recipients have bought.

In the end, email personalization gives you a chance to make your customer relationship data work for you. As you include more data points in your messages, you can expect to see more conversions. Additionally, every message you send should include new content.

Final Thoughts

Many companies before you have met their doom because of the above five marketing mistakes. Act now to plan your digital strategy and follow that action with relevant content and an effective website.

Furthermore, by using automation, you can boost your ability to support customers and create personalized email messages. Ultimately, these tips can lead to operational stability and long-term growth.

Author bio: Ashley Wilson is a freelance writer interested in business, marketing, and tech topics. She has been known to reference Harry Potter quotes in casual conversation and enjoys baking homemade treats for her husband and their two felines, Lady and Gaga. Connect with Ashley via Twitter.

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Without a Web Hosting, Web Dev or Digital Marketing play, your practice may end up in the Doghouse

GoDaddyGoDaddyMarketing and IT — they’ve never been strange bedfellows, because, well, they’ve seldom been in bed together. In most organizations, they’ve slept in different rooms, if you know what I mean.

But here’s the thing: The terms of endearment have changed. Marketing has become so technology-driven, that you at least have to flirt with it. If you haven’t considered offering web hosting, website development, and other forms of digital marketing tools to your clients, you do so at your own peril.

This came to me as I reviewed the results of a just-released survey by RedShift Research sponsored by GoDaddy. It showed that a huge amount of money is sitting on the table among a still vast number of small businesses that have yet to take even the first, most basic step to get online with a simple website.

Getting them there may open the door more opportunities. “Companies that get online are likely to use other IT services,” GoDaddy SVP Steven Aldrich told me as we discussed the significance of the just-released survey.

Or as GoDaddy put it in announcing its findings:

“While those planning to build a website are as likely to telephone a customer as they are to email them, the survey found that those already with a website were twice as likely to communicate via email as to phone. That suggests that as these very small businesses get their own online presence, their communication practices will change, perhaps as they become more digitally sophisticated and their customer base grows.”

Note: Those “other services” extend beyond email. Digital marketing is on its way to becoming the next great imperative among all businesses, even including the very small ones (five employees or less) constituting the RedStart-GoDaddy survey universe.

Digital marketing is 90 percent technology-driven. Ergo, you, dear IT pro, will be an essential and trusted advisor on on this matter.

Let’s say you have a contract customer. Yes, you’re offering email, telephony, network management and monitoring. Great. But helping your customers with a website can also lead to a daisy chain of other related services — email marketing, marketing automation, live chat, reputation management, and a host of other related platforms.

This represents a huge potential opportunity. Consider: A surprising 59 percent businesses in the RedStart-GoDaddy survey didn’t have a website. Extrapolate: That means about 118 million small businesses need someone to help them get a Website — and then grow into other services.

And heaven help them if you don’t. Their competition promises to eat them alive. Look at these two other survey results:

59 percent of those respondents who already have a website say their business grew.
83 percent of small business owners who already own a website feel they have a competitive advantage over those without one.
Don’t write off those businesses without a website as hopelessly and forever behind the times. Of those surveyed, 55 percent said they intend to create a website in the next two years.

***

One other note of interest about the GoDaddy survey: It exemplifies the extent to which the company has re-calibrated its strategy. Remember those racy Danika Patrick Super Bowl ads? Gone.

“We’re talking about GoDaddy to the customers we’ve always had,” Aldrich said. “Much of our advertising and marketing is about the day-to-day effort by small businesses to keep the lights on.

“So our creative has shifted away from the sensational to that small business struggle.”

And that to note as well because where small businesses are pained is exactly where you can most gain.

by Patrick Houston, Editor-in-Chief, SMB Nation

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