Digital marketing dominated in 2018 and it’s here to stay in 2019. That being said, it’s an ever-changing landscape with new updates, trends and capabilities being rolled out almost weekly. It can be hard to stay on top, but there are a few ways to maintain a consistently effective approach to digital marketing, plus some common mistakes that should be avoided. Below we will outline the Digital marketing Do’s for 2019 and the Don’ts to leave in 2018.
Do: Set Your Goals
Don’t: Set Goals that you think you ‘should’ be doing, or that other people are doing.
If you want to execute your digital marketing strategy, then you’ll need to know what objectives you want to achieve first. There’s no point jumping straight into building a campaign without knowing what its main purpose is. Having clear objectives will allow you to measure your performance and identify areas in which your campaign could be falling short. That being said, it is often quite easy to fall into the trap of setting a specific goal because you think that is what you should be working towards or because you can see other people doing it. By all means, keep ahead of the curve by researching what competitors are doing however bare in mind that their overall goals could be different to yours. So remember; objectives first, strategy second.
Do: Target a specific audience by identifying common pain points and making use of analytics.
Don’t: Target too broadly or deliver irrelevant messages to the wrong type of audience.
Great content is only as good as the audience it is delivered to. You could have the best content writers, a solid bidding strategy and detailed schedule but without a highly targeted audience, your campaign is going to underperform. Take the time to understand what the common denominator of your audience is, i.e. what is the problem that you are providing the solution to? Make sure that you have variables like age and location covered and importantly, take advantage of analytics tools to understand what kind of content people are engaging with. In a social media world, there is an abundance of analytics tools available to you including free ones, so make use of them.
Do: Measure your campaigns and analyse the data
Don’t: Set it and forget it
Any digital marketer worth his salt knows that running a campaign is a never-ending process of monitoring, measuring and optimising. This means that you should be regularly examining your metrics reports, scrutinising the data and measuring your campaign performance against quantifiable goals (refer back to point 1). Using tracking tools such as HubSpot and Google Analytics is a good way to keep a consistent record of the metrics you wish to track, plus tools like these can help you look at the day to day figures as well as the bigger picture.
Do: Test, Test, And Test
Don’t: Leave it to chance
The beauty of having access to an abundance of quantifiable data is that it’ll allow you to test out different variables within your campaign if it is not performing the way you’d like it to. Although it is not enough to just look at your data from time to time, you should use it to help you run A/B tests in order to identify the components of your campaign that could be improved, such as headlines or images, so that you are putting your budget to good use.
Do: Allow your campaigns time to generate results
Don’t: Expect sales to come in immediately
We’re so used to the immediate gratification of the Internet that we expect our digital campaigns to behave just as instantly however it is important to let your campaigns run for a bit of time before ditching them because you haven’t had any sales come in yet. It may be that your audience is slow to engage, they may not have even seen your content yet (because of ranking algorithms and bid auctions) or that you need to run some tests on some elements of your ad. The thing to remember is to maintain consistency, it may take a few different attempts at getting it right but the more a person is exposed to your ad, the more likely they are to start engaging.
Though there are myriad ways in which you could optimise your digital marketing strategy, these are some of the core things to remember: set your goals, carefully select your audience, pay attention to the data, test your ads and give it time. No marketing strategy will be perfect and almost all require constant tweaking, so as long as your approach matches up with your goals then you have a good chance at succeeding.