Digital Media Marketing Mistakes To Avoid

There are several common mistakes that I see people make when setting up their digital media marketing strategy. Here are the top ones:

1) Not understanding your audience and their primary platform of choice.

2) Spreading oneself too thin by doing too many digital media marketing platforms and not having the team to support this.

3) Writing copy and using keywords in your digital media content/ads that is not what your audience is interested in.

4) Using copy and keywords that are so talked about (large supply of that information) that your target customer will likely never find your content/ad.

5) Spending too much time putting out content and not enough time engaging with other people’s content. Engaging with other people’s content really helps most digital media algorithms and therefore helps grow an audience.

6) Not sticking with it long enough. It takes time to figure out what your audience will respond to. The more you can try different things and take the time to analyze what is working and what is not working the more you can tailor your content to things your audience is genuinely interested in.

7) Not batching your time. Research shows that we waste a lot of time getting in and out of focus for projects. Therefore, it is best to work on your marketing strategy in blocks (often 3-4 hour chunks with a couple breaks). This allows the brain to get more focused on the content
creation and it is huge for not spending so much time wasted in inefficiencies.

As mentioned, every platform has its pros and cons. The first choice to make is which platform(s) to work on. If you are not hiring a team, it is typically best to focus on just one or two platforms and do them well before adding on others. Most people that are in small business do not have a ton of resources in growth phases and therefore, if you choose to do a little across many platforms, this may lead to none of them being done well to produce results.

If you need to choose, think about where your target audience hangs out. People in tech and science are often on twitter. Facebook is going to attract older generations predominantly, while TikTok will attract younger generations. Certain industries such as health care have gotten censored highly on Facebook and twitter and therefore, these industries may not do as well on these platforms.

Also consider what you enjoy the most. This is especially important if you are not going to hire someone. If you really hate making videos, then TikTok may not be the platform for you.

Therefore, once you have one digital media strategy working, it is important to diversify and add on others. This way if an algorithm changes, you still have customers coming in from other sources and have some time to respond and adjust to any algorithm changes.

Digital Media Marketing Ads

Also consider what you enjoy the most. This is especially important if you are not going to hire someone. If you really hate making videos, then TikTok may not be the platform for you.

It is also important to remember that digital media platforms are constantly changing their algorithms so a platform that is working well one day may not work the next. At one point in one of my businesses, Facebook was generating close to 100 leads a month (which was more than my company could even handle). Then with an algorithm shift, leads dropped to less than 10 a month overnight. Therefore, once you have one digital media strategy working, it is important to diversify and add on others. This way if an algorithm changes, you still have customers coming in from other sources and have some time to respond and adjust to any algorithm changes.

Another thing to consider when making your choices on digital media is running ads. Writing ads in many ways resembles writing other copy. You need to do research on keywords that are ones that your customers are looking for. This helps the right customer find and see your advertisement. If you are hiring an outside company, make sure to ask them how they generate copy for the ads.

What sort of work do they do in regard to researching keywords to use in the ads. In general, you want to use words in the advertisement that your ideal customer would search for in a search engine. But you want to make sure that the words are not so overused that the market is completely saturated with ads and blogs using those keywords.

With digital media marketing, it really comes down to the economics of supply and demand. You want to use words that are not so much in supply that no one will see you and also high enough in demand that people are looking for you.

The other thing that is mega important when it comes to digital marketing is statistics. It is really important that you put together systems in place to track your numbers. When your business grows, if you know clearly why it is growing and the biggest sources of leads, you can then begin to double and triple down on those sources to make your business grow faster.

Of course, make sure that you have the systems in place to handle rapid growth when you do this!