Today’s digital marketing landscape is rapidly evolving, with new ways of reaching potential customers and distributing your ads or content. New campaign management tools can multiply your marketing efforts, return large amounts of strategic data, and give you ways to overcome traditional marketing hurdles.
While this sounds great, all of these options can lead to digital marketers missing the forest for the trees, and making some fundamental campaign errors. If anything, all of the new and exciting ways of growing your brand have created more pitfalls and less room for error in an increasingly competitive market.
With that in mind, let’s take a look at a few of today’s common marketing mistakes - and what you can do to avoid them.
- Paying for Followers or Visibility
A variety of marketing services are available that will guarantee activity on your content or followers on social media accounts. If you work in sales and marketing, you should know this phrase by heart: if it sounds too good to be true, then it probably is. These kinds of shortcuts rarely help your private label supplements campaign where it counts, and might actually be detrimental to your efforts.
The first reason for this should be fairly obvious - it is difficult to turn fake followers into real customers. A lot of these followers are actually fabricated social media accounts, or if not, are acquired through shady practices and spamming. In most cases -aside from whatever arbitrary amount of thumbs-ups you paid for - engagement in your content increases by absolutely zero.
These shortcuts can lead to more issues and actually sabotage all of your other marketing efforts. By having a high amount of followers, but very little engagement, your metrics will tank and your content will rank lower in search engines. On top of that, there are now powerful analytic tools for social media sites that can deduce how “real” your following is. Accounts that have unengaged followers will damage your credibility, and may even cause problems with the site’s administration.
Right now, there is no good way to include paid shortcuts in your digital marketing strategy. Even though the game has changed, at the end of the day the best campaigns are based on superior strategy and hard work - not shortcuts.
- Trying Too Much
This is a fine line that a lot of campaigns walk. There has been a lot of research over the past few years showing that the most successful online campaigns publish the most content on average. To help you take advantage of this, there are a lot of new social media publishing tools that can schedule and automate your posts. And while this sounds great, the result is that it is easier than ever to publish too much content.
No matter how much you love your brand and want to continually communicate with your customer base, just remember that your service or product is just one of many things that your customers care about. There is only so long you can dominate someone’s Twitter feed or Facebook wall before they decide enough is enough, and unfollow you or hide your posts. The same goes for any other social media platform, as well as e-mail campaigns and newsletters.
The solution here is to look at the research, as well as your own analytics, and find the sweet spot that works for your customers. A good starting point is two blog posts and newsletters per week and one social media post per day on each account.
- Moving Forward Without a Plan
Finally, a common pitfall for a lot of marketing campaigns is a classic case of failing to plan. With all of the ways to measure campaign results on the fly and make ad-hoc changes to your approach, it can sound reasonable at first glance to just play your strategy by ear. This turns out to be nothing more than wishful thinking - the most successful digital marketing campaigns are always the ones that have a detailed plan and strategy.
If anything, campaign planning is actually more important than ever before. Dozens of social media and content management softwares at your fingertips mean that a strategy can be fleshed out in excruciating detail before the campaign even begins. Failing to take advantage of this is giving up a pretty big edge your competition.
Beyond that, a strategy that consists of “let’s just wing it,” can be harder to execute than ever before - too many tools and options can cause a sort of decision paralysis, or at the very least, too many lengthy meetings weighing out the alternatives. In the competitive private label nutraceutical market, having a plan can be the difference between failure and success.
Going Back to the Basics
These are just a few of the common ways you can inadvertently damage your campaign, and there are probably a lot more. The important takeaway is that, despite all of the fancy bells and whistles in the digital marketing industry, the most important elements of a successful campaign remain the same: a strong message that engages potential customers and a well-thought out and long term plan.