Why do businesses struggle with digital marketing when there is so much advice available online on how to succeed?
Even if you have the most brilliant idea in the world, without the proper marketing plan, it won’t become a successful firm. Companies that fail at digital marketing either do not comprehend the concept or apply the various channels incorrectly.
Since more and more of their customers are turning to digital media instead of conventional media like newspapers, TV, and radio, almost all businesses are transferring their marketing budgets in that direction. Globally, more than 50% of media is now consumed online, but the percentage is considerably greater among certain groups, such as young people and citizens of developing nations.
It’s no surprise, then, that digital marketing is now one of the most significant investments that many businesses make. However, the amount of money spent is not nearly as important as how it is spent in support of business objectives.
Too many businesses have learned the hard way, so I’ve compiled a list of the most common digital marketing mistakes made by businesses and how to avoid them. Jaguza is one of the few digital marketing companies in Uganda ready to equip you with digital marketing skills
1 There is no consistent message
Have you ever come across a company on the internet and then moved on with no real understanding of what they do?
Sometimes even company websites don’t adequately explain the product or service on offer, so I have to google the company name because that’s the only place I can find a plain-language description of the company. Unfortunately, some businesses require a thousand words to explain themselves, whereas others rely on fashionable slogans and images.
Most entrepreneurs are well aware of the importance of an elevator pitch in person, but the same is true online. The difference is that you have even less time to explain your business online.
Begin by brainstorming the keywords you want to be associated with your company, then write the shortest possible description.
You must then ensure that message is repeated in all of your efforts, from content and marketing materials to metadata and captions. This is beneficial for SEO, but it also ensures that your customers are never in any doubt about your company’s focus, as they will need to see it several times before remembering it.
2 Failure to comprehend your target audience
I once saw a Facebook advertisement for women’s beauty products for sale in Uganda. As a single man living in Kenya at the time, and not one who spends much money on beauty products, I thought their targeting was a little off.
This is an extreme example, but many businesses begin their digital marketing without first determining who their target audience is.
We can now target demographic groups online in unprecedented ways, including age, gender, location, interests, and the websites they visit. However, your startup requires a more in-depth understanding of how your target audiences use the internet.
There will always be debates in the digital marketing industry about which tactics and channels are the most effective, but the truth is that it all depends on who your target audience is.
Perhaps your target audience has already formed communities online, such as social media groups, where they are discussing the need for a product or solution similar to the one you provide. Perhaps your target audience consists of people who are desperately searching for specific keywords late at night to find a product or service similar to yours.
This behavioral data, along with broader demographic trends, is critical because it will serve as the foundation for your company’s most effective digital marketing strategy.
3 Broadcasting rather than engaging
One of the most important pieces of advice that successful entrepreneurs frequently give offline is to launch businesses as soon as possible. Instead of waiting for perfection before dipping their toe into the market, businesses should dive right in and figure out what works best.
The same is true on the internet. Some businesses may be hesitant to get started until their website, branding, strategy, and messaging are all perfect.
However, digital marketing should be viewed as an opportunity to interact with the very people who can assist you in fine-tuning all of these aspects of your business. You can use digital marketing to initiate a dialogue with them and solicit feedback on how your startup can improve and evolve.
This isn’t just useful advice for your company from the experts. It’s also a great way to make your customers feel even more connected to your brand.
4 Talking too much about yourself
You’ve probably been to a party where you ended up talking to that one person who
They are always talking about themselves. They believe they are interesting, and in some ways, they are. But we’re guessing you didn’t want to interact with them anymore.
Many businesses employ digital marketing in the same way. They constantly post about their products, services, and news – and it gets tiring.
It is critical not to be anti-social on social media. Instead, the most successful businesses concentrate on their expertise. They write about topics that pique the interest of their target audience and provide their unique perspective and valuable insights.
You’ve probably heard of Red Bull, an energy drink that “gives you wings.” Their massive marketing efforts, both online and offline, almost never mention the drink. Instead, they’ve used the theme of high energy to create an endless amount of content about high-energy lifestyles and sports that their target audience enjoys.
It doesn’t always matter if their logo or sales messages are prominently displayed. This method is far more effective at expanding your audience and establishing your company’s reputation.
5 Using an excessive number of digital channels
It’s a good idea to register as many social media channels as possible in your company’s name if only to prevent others from using them. The last thing you want is a disgruntled customer controlling your name somewhere on the internet.
However, you are not required to use all of them. Many businesses disperse themselves thinly across social media in an attempt to communicate in as many places as possible.
You should consider which social media channels are most important to your customers and, more importantly, which channels you have the resources and strategy to sustain. If you start a social media channel, you must ensure that it consistently reflects the quality of your brand, which is often a challenge.
Instagram will be most beneficial to a company that has visually appealing products and services. Twitter will be most beneficial to a startup that needs to communicate with customers on a regular basis. Although Facebook is beneficial to almost all businesses, don’t feel obligated to be present everywhere.
6 Failure to measure success
Companies are frequently advised not to expect digital marketing to produce immediate results. This is critical advice because digital marketing requires consistent effort over time before it has an impact on business.
That doesn’t mean you shouldn’t be carefully examining the impact – if any – of your digital marketing from the start so you can find the right path to success.
There is no limit to the amount of data that can now be collected with the right tools, social media companies in Uganda have a huge role to play