Digital Mistakes: What NOT To Do With Your New Business
Few would disagree that the world of business has been turned on its head over the last few years, particularly when it comes to marketing. Once upon a time, it was all about leaflets and cold calling. Now, digital is the way forward.
Of course, the nature of digital means that the potential for mistakes is huge. This is one of the reasons why companies like Market Jar tend to be so popular; companies are always trying to adapt their digital marketing strategy to ensure they are leading their niche.
If you have recently started a business, and feel as though you may have fallen into some common digital mistakes and traps, it’s time to read on. Let’s now look at some of the most common digital marketing mistakes that new companies make.
Mistake #1 – You don’t invest in SEO
In today’s age, some businesses are led to believe that SEO just isn’t “worth it” anymore. There are threads all over the internet suggesting that “SEO is dead” but in reality, this couldn’t be further from the truth.
Sure, Google is putting more emphasis on its advertisements, but let’s not also forget that more people are using search engines, and this means more exposure for all listings.
As such, pay attention to this channel. The results won’t be immediate, but over time they can make the difference and bring your cost per conversion right down.
Mistake #2 – You overpay for PPC
Following on from the previous point, a natural other mistake comes with your PPC strategy. As we all know, PPC can prompt some so-called easy traffic – but it comes at a cost.
CPCs only seem to be going one way, and this means that it can be easy to burn through budgets.
As such, be very careful with this traffic source. It’s tempting, as it can immediately drive sales volume, but just remember that it can get out of control and drive your profit margins down. You will be up against companies with huge budgets, who are happy to take the hit on profit from time to time, so make sure this is taken into account.
Mistake #3 – You just focus on traffic
This final mistake might sound somewhat contradictory, as up until now we have been focussing on two major traffic channels for businesses!
However, whilst getting traffic is obviously important, make sure that you aren’t blinded by tunnel vision. In other words, once this traffic arrives on your website, you need to be converting it.
This is where you need to look at dedicating some budget, or even time, to achieving this. It might be through A/B testing, where you find out what versions of a page convert better than others, or it might just be by monitoring your users through the web analytics software.
Either way, without this step, you are impacting the effort you have invested with your traffic. You’ll be paying more for PPC traffic (as it will be less efficient), while all of your work in getting organic visitors to the site will be for much less value than it really should be.