In many ways, marketing in the digital age has never been easier. For one thing, it’s easier than ever to get marketing material out there and reach a wider audience. However, digital marketing is not easy in the sense that you don’t need to put any effort into it. 

If you're rolling out the same old methods repeatedly without paying any attention to their effectiveness, then nothing will actually be as easy as it should be, and you're probably committing many marketing mistakes that are costing you money.

6 Marketing Mistakes to Avoid

Before you roll out your new campaign or rehash an existing one to cycle through again, stop and examine some of the most common marketing mistakes you're likely making. By identifying and avoiding these pitfalls, you can take control of your marketing strategy and avoid wasted money.

1. Reinventing The Wheel

There's thinking outside the box, and then there's turning the wheel into the box. In marketing, 'reinventing the wheel' refers to the unnecessary effort of creating something new when a proven solution already exists. It's like redesigning a wheel that's been working perfectly for years.

There are tried and tested marketing actions and approaches that work for a reason. For instance, social media can be used for brand promotion, email marketing can be used for customer engagement, and SEO can be used for online visibility. Trying to overcomplicate things and go the extra mile can end up backfiring on you.

Trying to do something different that makes you stand out can have an impact for all the wrong reasons or no impact at all, and it is essentially wasted time and money.

So, instead of reinventing the wheel, ride it and see how you can embellish it to make it run smoother without putting roadblocks in its way. This approach can bring a sense of relief, knowing that you don't always have to start from scratch.

This might mean using emails for outreach but utilizing modern tools like automation and processes already developed to make your email camping or cold outreach more effective.

2. Having an Inconsistent Brand

Did you know that people form a first impression in 7 seconds? Of course, you did. Did you know that you get less than a second when it comes to websites? And if that first second is wasted, then you can kiss goodbye to successful conversions.

Your first impression needs to be clear, consistent, and eye-catching. You need to have a slogan people see and think of you, the same colors, fonts, and logos across all of your branding, stores, emails, social media websites, receipts, etc. Consistent branding enforces recognition, and you need to be instantly recognizable when sending out marketing materials so you're memorable for all the right reasons. So before you launch into your marketing campaign, address your branding because if it's not consistent, neither will your marketing messaging.

3. Not Getting Expert Advice

Marketing can be complex, especially if you put in a long-term strategy or use digital marketing techniques for the first time. May be research has uncovered that PPC will be beneficial for you. In this case, going it alone and creating ads and choosing keywords alone can backfire and end up not delivering the results you need. Meanwhile, partnering with a PPC management company can yield better results as they have the skills and expertise to steer your campaign in the right direction.

This applies to all marketing, not just PPC campaigns. Basically, if you're not an expert marketer, it's best to get help and support from someone who is, either on a one-off consulting basis or by using a third-party management company to take over the reins. This support can guide you toward the desired results and a more significant ROI.

4. Not Having Specific Goals for Tracking Progress

Everyone needs a goal to work towards in terms of their marketing campaign or why else you are marketing. Neglecting to set goals to define success will result in no actual success because you don't know what you're aiming for. More importantly, you cannot track the success of marketing campaigns or the progress you're making if you don't have any measures.

This is an excellent time to implement SMART goals to help you directly and give your marketing efforts purpose. SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound. It's a framework for setting clear and achievable goals. Break down your goals into actionable, realistic ones, i.e., get 10 new email sign-ups a month, raise awareness of a new product launch by getting 20 people to sign up for updates, or increase sales by 20% in the next quarter. Be specific, have clearly defined goals, and track your activities and results to get what you need.

5. Using Too Much Jargon

It might make sense to you and be how you speak in terms of your business and activities, but to the average person or to outsiders, is it clear or just jargon? Using too much insistency in your marketing copy is instantly off-putting, especially for those outside the loop.

Ask people not associated with the industry for feedback on whether you're using too much jargon in your marketing materials or on your website. If you are, you need to break it down and use clearer, easy-to-understand terms and references to help you convey your message effectively.

6. Doing Too Much

Sure, you want to cover all of your bases, but over-analyzing what you need and what your audience will want can end up in you spending a lot of money to do many things that don’t get the return you need for your efforts. Instead of trying to create a marketing campaign that answers all the questions you anticipate, focus on the most important ones. A handy how-to guide or FAQ section on your website can catch anything and everything else, but in the main, for your marketing efforts and your money, identify where the best ROI is and don't worry about covering all of your bases; just make larger bases for people to land on and then work from there.

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