Are your digital marketing campaigns falling short of your expectations? Sometimes, all it takes is a little tweaking of your existing campaigns to give them that extra push.
Here are 7 mistakes people make when managing digital marketing campaigns—and how to avoid them.
1. Not engaging on social media
Social media has to be monitored consistently. Someone at your company should be responsible for regularly responding to comments and questions on social media. Consumers have increasingly been turning to social media to voice their customer service concerns.
2. Not doing A/B testing with your emails
So you’re sending out emails to your database, but do you know what causes your audience to open them? What causes them to click through your emails, or even make a purchase? When possible, you should always be testing different variables in your promotional emails.
You can do A/B testing in a variety of ways. Experiment with different subject lines to see which gets the highest click-through rate. Within the email itself, try to play around with different layouts. Send a few different layouts to the same sample audience and then take a look at the email analytics and see which produces a higher open, click-through, and conversion rate.
You can also play around with sending emails at different times to see which produces the highest open rate.
3. Not doing keyword research
As you are putting together or tweaking your editorial calendar, try to do keyword research to see what people are searching for. The bottom line is: you may be producing the most valuable content on the web, but if no one is searching it, no one cares. You want to avoid keywords that have low average monthly searches and high competition.
4. Not tweaking your adwords campaign
For Google AdWords, there are a few ways I always tweak a campaign.
First, let the campaign run for about two to three weeks untouched so that you can start to gather some data. Then, take a look at the keywords people have been searching that have pulled up your ad.
Maybe there’s a particular keyword that’s generated a high click through rate and you should increase your bid on that keyword. Or maybe your ad is getting clicked on when people are searching for “free” services and you don’t offer those. You can add “free” as a negative keyword so that your ad does not display when someone includes the word “free” in their search query (saving you money!). I also always look at the ads and keywords themselves and see which ones are not getting many clicks. I might pause those to focus my budget on ads and keywords that are likely to perform well.
5. Not Tweaking social media ads
Take a look at when people have interacted with your ad—it might make more sense for your budget to run the ads during the business day or in the evening closer to most people’s bedtime.
With most social media channels, you can create some version of lookalike audiences. When you have a group of people that have interacted with your ad, whether it be clicking, commenting, or making a purchase, you can create a new custom audience that mimics those people that have already converted. That way, you can target even more people who are likely to convert.
6. Not promoting social media posts
Organic reach on social media is getting lower.
Specifically, on Facebook, it’s getting a lot harder for businesses to get their posts to show up on their fans’ timelines, so really, the only option is to play the game and boost some of your posts.
This is especially important if you’ve just started a Facebook page and don’t have a huge following yet. It might be a good idea to invest $50-$100 to promote your page a little bit to people who might be interested in your content.
7. Not tracking your efforts
Make sure your website has Google Analytics installed and that you’re using custom URLs whenever you run ads. For example, if you’re running an ad campaign on Twitter and LinkedIn and you’re sending people to a specific landing page, use the Google URL builder and create two custom URLs, one for Twitter and one for LinkedIn, so that you can track how many people have gotten to your landing page from each ad type.