Starting a Digital Marketing Agency with results is still a novelty for most companies. As the methodology is relatively new, there is still much to be adapted, studied, and tested.
As a result, there are many very common mistakes that new companies make when starting in Digital Marketing. The bad thing is, if you’re doing this, it’s difficult to predict, measure, and constantly increase the volume of traffic and lead generation on your website. That way, you cannot determine the return on time and money invested in internet marketing.
In any business, you must be in control of how resources are being used. If you are making these mistakes, then control is not being performed. But, calm down, the good part is that it’s never too late to fix them
1. You Didn’t Do Keyword Research for Your Strategy
How do you want people to find your business if you don’t optimize your site for the keywords your target audience uses when searching Google?
It is necessary to identify which keywords are relevant, have a high volume of searches, and are relatively easy to achieve a good ranking in search engines.
It’s also important to monitor your current ranking for each keyword, how much traffic you’re getting, and what proportion of conversions those keywords have generated.
A regular and rigorous keyword research process can have a 2-10x positive impact on ROI in Digital Marketing.
2. You Didn’t Define Personas
Who is the potential customer for your product or service? If you haven’t made this definition yet, don’t waste time and do it now!
After all, there’s no point in having an excellent product if your company’s marketing department is communicating in Portuguese to an audience that can only speak Italian.
When a company does not have personas, some of the likely consequences are extremely high acquisition cost, the difficulty for the sales team to close deals, and, possibly, many churns from sales made to a non-fit audience.
But what is a persona, anyway? Simply and quickly, a persona is the definition of the typical customer, with all the main characteristics of buyers. It is not necessarily classified by gender, age, or region, but by your consumption habits and personal preferences.
Defining personas is a fundamental step for your marketing team to speak Portuguese for those who understand Portuguese and for your sales team to receive opportunities in line with your company’s value proposition.
3. You Are Not Producing Content
We usually say, both here on the blog and to our customers, that content is the fuel of Inbound Marketing. That’s because to attract new users and generate new leads, you need good content to guide these visitors to your offers.
If your company does not have content production, you may be missing out on great business opportunities. A result in Digital Marketing strategy is linked to content production for several reasons. Between them:
- Content serves as ammunition for social media users;
- Relevant content generates links, the premise of any SEO work ;
- Only the production of your content makes your company become a reference.
Content production is an important asset of Digital Marketing. It is this method that will make your company receive more organic visits from search engines, become a reference in the market in which it operates and be able to maintain a relationship with your audience at all stages of the buying journey. Undoubtedly, a decisive factor in decision making and very influential at the time of purchase.
4. You’re Not Generating Leads
It happens quite often that some companies create a website, social media pages, invest in content, SEO, sponsored links and think that the fact of generating many daily visits is enough. However, nothing will work if your website doesn’t generate business opportunities, that is, Leads.
Unsurprisingly, the traditional buying cycle has changed. Today, it is no longer the role of the salesperson to control the entire sales process. Today, this process begins in marketing, as a large part of the purchase decision is made even before contacting the company. This is fundamentally due to the amount of information available on the internet and the proactivity of the users themselves, who already seek information before talking to salespeople to ask more specific questions.
Therefore, more than ever the company’s website has a salesperson role, especially in more complex sales products (such as service providers, for example). In these cases, the client needs to study beforehand the real need for the solution, the benefits it may have, how much energy would be necessary to apply to obtain good results, etc.
Without lead generation, your company can’t get the contact information it needs to make a call, and it can’t maintain a relationship with these opportunities either.
5. You’re Not Measuring Where Your Customers Are Coming From
Like anything else in life, internet marketing requires improvement over time and a good web analytics package is essential in the task of determining “how to improve”.
The mistake most people make, however, is focusing on the wrong metrics.
What matters with Web Analytics packages is determining exactly which traffic sources (eg keywords, email, links, social media sites, etc.) are attracting visitors who convert.
However, many people tend to focus on other items, such as the number of page views, number of visitors, or average time on site. These things are pretty irrelevant if you’re not converting visitors into acquaintances or paying customers.
You may find that Twitter, for example, is attracting a lot of people to your site and those people have generated a high number of page views. If, however, people coming from Email Marketing are achieving a greater number of conversions, it is in this channel that you should invest more heavily.