Even in the most traditional businesses, it’s increasingly common to be aware of the possibilities offered by digital marketing and the online world to attract new customers, increase sales, or improve user service. Even if at first glance our business doesn’t seem closely linked to the online world, the truth is that it’s an important marketplace for all companies—and it will become even more so in the future, as younger generations enter the workforce or become responsible for certain purchases.
Therefore, using Web 2.0 tools is not just a bet for the future—it is already the present for many companies. In any case, having a greater and better online presence should not be related to the classic “you have to be there” mindset. There are many reasons to “be there,” such as the presence of our competition or our customers, but doing something just because it’s supposed to be done is never a good idea. First and foremost, we must always ask ourselves: why?
Most people use online resources such as social networks in their personal lives, but doing so professionally comes with a series of complications that may require turning to qualified professionals to handle these matters. Still, resources are often scarce in SMEs, and that may tempt us to take on the task ourselves. If that’s the case, it’s worth investing in training, experimenting, measuring results, and above all, staying up to date with both trends and pitfalls to avoid.
With that in mind, here are the most common mistakes made by small and medium-sized companies in digital marketing, so they can be recognized and avoided:
1. Not having an online presence.
Although increasingly rare, this is still a common mistake. As explained earlier, it’s not about “being there” for the sake of it, but about making a thoughtful assessment of opportunities and threats. Based on that, a decision should be made—always bearing in mind the natural evolution of things: more and more companies are benefiting from digital marketing, and as time passes, more people join the workforce who cannot imagine a world without the internet. On top of that, there’s the possibility that our potential customers are searching online, in any of its many forms: search engines, social media, news, etc.
Top Digital Marketing Question #1 – Who is my potential customer?
2. Not having a defined strategy.
In the end, it all comes down to this: knowing what you want to achieve and how you’re going to do it. In online marketing, this means thinking through your objectives, which will lead to a series of actions to achieve them—taking into account content, responsibilities, available resources, platforms to use, and much more. Here’s an interesting article on this topic where you’ll find a task list for defining your online strategy.
Top Digital Marketing Question #2 – What is my potential customer looking for online?
3. Not having a website.
Or, in other words, having a flawed website (for example, one that doesn’t display well on the now-essential mobile devices).
The corporate website should be the hub of all our online activities. It’s the reference point where potential customers should always land, no matter where they come from. On the website, it’s essential to explain what we do and how, as well as provide all the information that might be of interest to customers: references, tips, offers, news, contact details, and more.
Top Digital Marketing Question #3 – What can I offer my potential customer online?
4. Not optimizing your website’s ranking.
Having a website is not enough for people to find us. We need to take specific actions to try to appear as high as possible in search results—something that can be achieved with good content (original and high-quality), SEO, and/or advertising. SEO strategies are particularly important, as they have a major influence on search engines, which rely on them to suggest our site for specific user searches.
Top Digital Marketing Question #4 – How can I make it easier for my potential customer to find me?
5. Not using social media.
It doesn’t have to be Facebook or Twitter, the most well-known and widely used platforms. There are many social networks grouped by type or interest, so it’s important to know your potential customer and understand which network they use. Based on that, we can decide where to focus our efforts and develop a social media strategy. Social networks enable two-way communication, which can yield valuable insights into consumers; they can also serve as a customer service or support channel. The keys to social media are originality, transparency, honesty, and finding your company’s own voice.
Top Digital Marketing Question #5 – Do my potential customers use any social networks?
Once these issues are under control, it’s important to keep experimenting with new ways of doing things to find the right formula (since no two businesses are the same)—without forgetting the importance of measurement, without which we’ll be flying blind, unaware of what works best and what doesn’t. Consistent effort is also crucial, updating strategies when needed and evolving based on requirements—including updates to the website itself.
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