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5
Digital
Marketing
Mistakes
(And How To Fix Them!)
Part 2
Mistake #2
Seeing Competitors As Obstacles
Get To
Know Your
Competitors
Fix
Tip: Analyze the
competition
● Instead of seeing your competition as an
obstacle, get to know your competitors.
Understand them and their strategies.
● To learn about your competitors, go
online.
● Perform a S.W.O.T. analysis on your
competitor’s website, their content, and
their social media (strengths, weaknesses,
opportunities, and threats).
● The goal is to discover ways to share your
message that sets you apart from others
and to find opportunities for growth and
differentiation.
Mistake #3
Using your business as your message
Mistake: Using your
business as your
message
● This mistake is about making your
content and message all about you.
● It’s called self-promotion, and people
avoid it.
● Buyers only want what matters to
them.
● Your excitement over your business
needs to be channeled into what
matters to your customer.
Use this
opportunity to
educate using
your expertise.
Fix
Create
Content That
Matters to Your
Customer
Tip
● Use this excitement as an opportunity to
invite people to learn and build
relationships as your share your expertise,
not your product.
● Sharing expertise builds credibility,
because it allows people to learn from
you. In turn, they’ll reward you with their
loyalty.
● Create content that matters to your
customer.
● Let’s revisit our buyer persona Hal and
discover content opportunities.
Tip
Let’s say that we are a provider of end-to-end
pre-employment solutions for Human
Resources. Looking at Hal’s persona, we can
find ways to help Hal with our expertise.
1. Provide a product, service, or content that
helps Hal stay on top of the technological
advances in the HR industry. E.g. Give him
tips that will help him do his job on a low
budget or provide him with suggestions on
tools that would automate his job.
2. Hal’s persona also lets us know that he
“educates himself online.” This tells us that
he will be doing research using keywords and
that he’s probably using social media.
Tip
Someone is more likely to buy from
you if they can learn from you.
Educate.
● For the most part, your
customers don’t care about your
business.
● Switch your content from “me
first” to a “customer first” focus.
This will help you frame your
information in a way that
connects with your customer.
Tip
You’ve learned to not use your business as the message
and to analyze your competitors. Next, we’ll show you
how to fix your digital content. Last part coming soon.

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5 Digital Marketing Mistakes (And How To Fix Them) Pt. 2

  • 4. Tip: Analyze the competition ● Instead of seeing your competition as an obstacle, get to know your competitors. Understand them and their strategies. ● To learn about your competitors, go online. ● Perform a S.W.O.T. analysis on your competitor’s website, their content, and their social media (strengths, weaknesses, opportunities, and threats). ● The goal is to discover ways to share your message that sets you apart from others and to find opportunities for growth and differentiation.
  • 5. Mistake #3 Using your business as your message
  • 6. Mistake: Using your business as your message ● This mistake is about making your content and message all about you. ● It’s called self-promotion, and people avoid it. ● Buyers only want what matters to them. ● Your excitement over your business needs to be channeled into what matters to your customer.
  • 7. Use this opportunity to educate using your expertise. Fix
  • 8. Create Content That Matters to Your Customer Tip
  • 9. ● Use this excitement as an opportunity to invite people to learn and build relationships as your share your expertise, not your product. ● Sharing expertise builds credibility, because it allows people to learn from you. In turn, they’ll reward you with their loyalty. ● Create content that matters to your customer. ● Let’s revisit our buyer persona Hal and discover content opportunities. Tip
  • 10.
  • 11. Let’s say that we are a provider of end-to-end pre-employment solutions for Human Resources. Looking at Hal’s persona, we can find ways to help Hal with our expertise. 1. Provide a product, service, or content that helps Hal stay on top of the technological advances in the HR industry. E.g. Give him tips that will help him do his job on a low budget or provide him with suggestions on tools that would automate his job. 2. Hal’s persona also lets us know that he “educates himself online.” This tells us that he will be doing research using keywords and that he’s probably using social media. Tip
  • 12. Someone is more likely to buy from you if they can learn from you. Educate.
  • 13. ● For the most part, your customers don’t care about your business. ● Switch your content from “me first” to a “customer first” focus. This will help you frame your information in a way that connects with your customer. Tip
  • 14. You’ve learned to not use your business as the message and to analyze your competitors. Next, we’ll show you how to fix your digital content. Last part coming soon.