If you are in charge of marketing for your company, you know that it is an ongoing process that requires a lot of work. There are many different factors to take into consideration when developing the perfect marketing strategy, and it can be difficult to keep up with all of them. That is why we have come up with this list of 10 mistakes to avoid when creating a marketing strategy so you can stop making these mistakes and start hitting your goals!

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Mistake #1: Not defining your target audience properly

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A lot of digital marketers make the mistake of not identifying a target audience. The more you can define, quantify and reach each audience segment, the better your campaign will be. This also helps streamline your campaigns and get a better ROI. When you don't know your target audience, the rest of your strategy will be a complete guessing game.

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Mistake #2: Not defining your marketing objectives

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Before you start thinking about the metrics and channels, you need to define your objectives. This will help you evaluate whether your strategy is meeting them or not. Marketing objectives could include things like leads, sales, downloads, installs.  Before you can define your marketing objectives, you need to list your business goals. 

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Mistake #3: Cutting corners on creative, content and lead and sales magnets

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Your marketing strategy should include the following:

- Content such as blogs, articles, social media posts

- Lead magnets such as eBooks, whitepapers, webinars, tutorials, free consultations

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Basically anything of value which your business can provide to incentivise prospects to do business with you.  The digital marketer has an important job, but it’s not the only person responsible for bringing in leads to the business. That’s why you need to focus on content that will attract leads. If you want to stand out in the highly competitive world of digital marketing, then you need to produce specialist content that is well researched and relevant to your audience.

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Mistake #4: Expecting your campaign to perform well because you’re running paid ads

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You’ll probably be disappointed with the results if you use paid ads alone without an underlying digital marketing strategy. Paid ads are a great way to get your name out there and start to build your audience, but if you want better results, you should have a robust strategy that also includes SEO, blogging, social media, and email marketing alongside your paid ads. It doesn’t matter how good your ads are, if the audience doesn’t click on them, your campaign will fail. You need to understand that it takes time for new campaigns to get traction and you’ll need continuous effort to promote your content.

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Mistake #5: Using one landing page for all of your campaigns, instead of having landing pages that are specific to each campaign

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Having campaign-specific landing pages is much easier when it comes to doubling down on your efforts. For instance, if you're targeting a specific demographic with one product or service, you can create a landing page specifically for that demographic and make sure the landing page matches their needs. There are a number of benefits to this approach. If a new campaign is launched, you can easily add a new landing page for it. Also, you can use different types of messaging on the landing pages which correspond to each campaign. Finally, it's easier to measure success with multiple landing pages because you'll get more information about them by tracking their individual conversions.

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Mistake #6: Not including engagement and nurture programs in your conversion journey

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The best way to optimize your customer’s experience is to create a journey that starts with engagement and ends with conversion. You can also use automation to increase engagement with your leads. Automated emails are a great way to remind them of upcoming events or inform them about new features, educate, nurture and engage. 

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Mistake #7: Lack of incentives to get prospects to convert at a higher rate

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You should always offer incentives to your prospects in exchange for their conversion. These incentives can be anything like a coupon, free shipping, or an extra product. As a marketer, this is where you need to get creative. Clever incentives that are relevant to your product or service can be just the thing that will get prospects to convert at a higher rate.

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Mistake #8: Not having retention strategies in place

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Retention strategies are important for any company because they help keep the customer coming back to keep purchasing products. These strategies include loyalty programs, referral programs, and creating a sense of urgency in order to get people to buy now. If you don't have retention strategies in place, you will lose more customers than you will acquire. There are many ways to increase customer retention, including email campaigns and email follow-ups.

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Mistake #9: Not having tracking setup so that you can assess what works and what doesn't

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It is important to have tracking in place to see which content is working well. This will allow you to stop spending money on the ads that are not generating leads and double down on the ones that are.  The benefits of digital marketing are well-known, but it can be difficult to keep track of any success if you don't have a way to track what's working. We've all heard the term before: "If you're not measuring, you're not managing."

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Mistake #10: Avoiding scalable budgets 

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There are many benefits to scaling your budget as you grow, including the ability to test out new channels and optimize for what works well for you. Try not to compare your budget to others, but use your own best judgment. Try not to make the mistake of creating a digital marketing strategy without having a scalable budget. This is easy to do if you are not aware of what things go into the making of an effective campaign. 

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In Summary 

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When creating a digital marketing strategy it's important to have a solid plan. If you are planning on implementing all of your marketing strategies through web pages, then your plan will look different than if you were only planning on doing some of your marketing through social media. It's also important to know how each of the strategies will work with the others, and if they are compatible or not. To make sure you avoid making mistakes when developing your digital marketing strategy, keep these points in mind. Digital marketing is a powerful and highly targeted method of connecting with your audience. However, the benefits depend enormously on who you are targeting and where they’re based. Even if your company is targeting one country, it must consider the different digital marketing channels for that particular region to ensure their message reaches its intended audience.

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If you would like to get a free digital strategy from us visit https://involvedigital.com/digitalstrategy