Are you wasting your marketing dollars and not getting the results you want? If so, you may be asking yourself, what am I doing wrong?
I know. Digital marketing is a new world for many people, and it’s constantly changing. There’s always something new, but that’s what is so amazing about it!
The number one digital marketing mistake a lot of people make is not having a conversion tracking system in place. Without it, it’s like driving a car with a blindfold.
You need conversion tracking to identify the tactics that are helping you, vs. the one wasting your precious marketing dollars!
A study by Search Engine Journal in 2016, showed that 71% of AdWords accounts had no conversion tracking setup or had one setup but it was so poorly done that they weren’t even able to tell if the campaigns were working or not.
Before you start to promote your products and services online, make sure you have Google Analytics tracking and conversion tracking in place. Data is the most valuable asset in your online business. It provides you with insights to better understand your market, measure and evaluate your marketing strategies. With these insights, you can spend your money wisely.
The second biggest mistake is not optimizing your website so that it converts better.
Here is a list of optimization issues:
1. Do not have a clear call-to-action.
You would be surprised to see ads that ask people to register online or make a phone call, but there is no form or phone number on the landing page. Or maybe they do have it, but it’s not eye-catching enough for the visitor. Make sure your landing page has a clear call-to-action such as “Get a Quote”, “Call xxx-xxx-xxxx to book an appointment”, “Shop Now”, etc.
2. The website is not mobile friendly.
Nowadays everyone surfs the internet on their mobile, if your website is not mobile friendly, you are losing a huge chunk of your audience. In November 2016, Google announced the rollout of a mobile-first index for the experiment. It means that Google will create and rank its search listings based on the mobile version of content. Since then, Google has started to slowly roll out the mobile-first index to a limited number of sites. Though it is going to take several years for Google to completely switch to mobile-first index, having your site mobile friendly now will definitely set you apart from those non-mobile friendly ones. If you have an outdated website, it is time to build a mobile-responsive website that has equivalent content on your mobile and desktop website.
3. The content is not informative and/or persuasive.
A website without quality content is useless. Web traffic is becoming more and more expensive. In order to get the most out of the traffic and increase your conversion rate, it is critical to give visitors what they are looking for in an informative and persuasive way. Spend time creating engaging content that keeps your visitors hooked, doing what you want them to, and coming back for more. You are the expert in your business. No one knows your business better than you. It is highly recommended that you are actively involved in your content creation.
There are many more common mistakes that people make, but these are the two most common yet costly ones. You need to get them fixed in order to build a successful online business.
