Many digital marketing professionals sometimes make easy-to-avoid mistakes that can affect the performance of their digital marketing campaign. Below are some of the most common ones, which we have noticed over the years:
- Failure to place tracking tags: The data collected from properly placed tags gives you an idea of how your campaign is doing. This drives optimisation, budgets and decisions about changing the digital marketing mix. Here it is important to get the IT department of a client to fully participate in the process, by giving them clear instructions on what needs to be done, especially if the tracked conversions happen off-site or there are other complications.
- Cultivate a good relationship with the IT department: In addition to placing tags, the IT department is also critical for managing websites, data integration, email, SEO, feeds and other digital marketing elements. As they may have a huge workload, it is important to keep them in good spirits at all times, so that they respond quickly when you require any digital marketing work to be done.
- No post-campaign planning: Many digital marketing professionals usually plan only for the short-term. However, small unrelated short-term plans do not make a cohesive campaign. Instead, they may create a disjoined consumer experience, especially when it comes to SMO, leaving fans in online communities hanging. While it is necessary to test campaigns at short intervals, it is also important for these tests to be part of a larger, integrated long-term plan.
- Unused SEO recommendations: Many times, companies invest in getting SEO recommendations, which may not be fully used. As all SEO recommendations are related to the particular time/environment they were given, marketers should try using as many SEO recommendations as quickly as possible, to derive maximum benefit.
- Underestimating the time required for internal reviews: Digital marketing teams routinely forget to allocate sufficient time for internal reviews, including legal reviews. It is important to collect all stakeholders in advance, and decide what needs to be done to keep the digital marketing programme on track.
- Collecting content at the last minute: Whether for a promo, blog, article directory or other digital marketing effort, the process of generating content and getting client approval can often take much longer than expected. Such delays may result in unwelcome compromises, which may derail marketing efforts at the last minute.
Qudos Digital is a leading digital marketing consultancy, and can be contacted on 0845 388 5583 or firstname.lastname@example.org.