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8 Biggest Mistakes Digital Marketers Make and How to Avoid Them
The document outlines the eight common mistakes digital marketers make and provides strategies to avoid them. Key mistakes include not knowing the audience, ignoring SEO, being overly focused on ranking, lack of a social media strategy, using the same tactics across channels, focusing on the wrong metrics, improper testing, and falling behind industry trends. Each point emphasizes the importance of understanding the market, leveraging data, and adapting strategies for optimal results.
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8 Biggest Mistakes Digital Marketers Make and How to Avoid Them
- 1. 8 Biggest MistakesDigital Marketers Make And How To Avoid Them Mike Tomita Director, Online Marketing
- 2. Page 2© Marketo,Inc. 7/26/2016 Housekeeping • This webinar is being recorded – keep an eye out for the slides and recording sent to your email later today • Questions? Type them in the chat box and we will answer! • Posting to social? Use #mktgnation • There is a brief survey after the webinar
- 3. Page 3© Marketo,Inc. 7/26/2016
- 4. Page 4© Marketo,Inc. 7/26/2016 1 NOT KNOWING YOUR AUDIENCE
- 5. Page 5© Marketo,Inc. 7/26/2016
- 6. Page 6© Marketo,Inc. 7/26/2016 What is this?
- 7. Page 7© Marketo,Inc. 7/26/2016 What is this? Motorcycle Street Bike Sportbike Kawasaki Ninja All of the above
- 8. Page 8© Marketo,Inc. 7/26/2016 ‒ Get an outside perspective ‒ Verify your assumptions ‒ Use every tool at your disposal ‒ When in doubt, test it out
- 9. Page 9© Marketo,Inc. 7/26/2016 2 IGNORING SEARCH ENGINE OPTIMIZATION (SEO)
- 10. Page 10© Marketo,Inc. 7/26/2016 SEO The Land of Great Digital Marketing
- 11. Page 11© Marketo,Inc. 7/26/2016 SEO Reinforces Best Practices • User and market research • High quality, valuable, and original content • Good website user experience • Relevant and sharable content • Easy user interface • Fast load times • Cross browser and device compatible coding • Optimized conversion paths • Properly configured analytics
- 12. Page 12© Marketo,Inc. 7/26/2016
- 13. Page 13© Marketo,Inc. 7/26/2016 ‒ Learn the basics ‒ Do a technical audit of your website ‒ Create a Google and Bing Search Console account ‒ Get to know your development team
- 14. Page 14© Marketo,Inc. 7/26/2016 3 OBSESSED WITH BEING #1
- 15. Page 15© Marketo,Inc. 7/26/2016 Investment (time/money/sanity) Return X no.1 There be dragons here
- 16. Page 16© Marketo,Inc. 7/26/2016 Goodbye sidebar ads… 1 out of 4 chance…
- 17. Page 17© Marketo,Inc. 7/26/2016
- 18. Page 18© Marketo,Inc. 7/26/2016 ‒ Take a step back ‒ Use data to guide your strategy ‒ Focus on quality and relevance ‒ Optimize for performance, not position
- 19. Page 19© Marketo,Inc. 7/26/2016 4 NO SOCIAL MEDIA STRATEGY
- 20. Page 20© Marketo,Inc. 7/26/2016
- 21. Page 21© Marketo,Inc. 7/26/2016 Video Views per Day Via Bloomberg – As of April, 2016 10 Billion
- 22. Page 22© Marketo,Inc. 7/26/2016 VS
- 23. Page 23© Marketo,Inc. 7/26/2016 Quantity vs Quality Paid Search Social Media Paid Search Social Media Leads Opportunities +58% +198%
- 24. Page 24© Marketo,Inc. 7/26/2016 ‒ Don’t underestimate the value of social media ‒ Make social media a priority ‒ Try more than one network ‒ Be patient
- 25. Page 25© Marketo,Inc. 7/26/2016 5 USING THE SAME TACTICS ON EVERY CHANNEL
- 26. Page 26© Marketo,Inc. 7/26/2016
- 27. Page 27© Marketo,Inc. 7/26/2016
- 28. Page 28© Marketo,Inc. 7/26/2016
- 29. Page 29© Marketo,Inc. 7/26/2016 ‒ Plan for each channel individually ‒ Don’t be afraid of humor ‒ Learn from others ‒ Test out different approaches
- 30. Page 30© Marketo,Inc. 7/26/2016 6 FOCUSING ON THE WRONG METRICS
- 31. Page 31© Marketo,Inc. 7/26/2016
- 32. Page 32© Marketo,Inc. 7/26/2016 So Many Metrics… • Impressions • Cost-per-Mille • Click-Through Rate • Cost-per-Click • Conversion Rate • Cost-per-Conversion • Average Conversion Value • Return-on-ad-spend • Cost-per-Opportunity • Cost-to-Pipeline
- 33. Page 33© Marketo,Inc. 7/26/2016
- 34. Page 34© Marketo,Inc. 7/26/2016 What are your objectives for each channel?
- 35. Page 35© Marketo,Inc. 7/26/2016 Quantity vs Quality PPC Social PPC Social Leads Opportunities +58% +198%
- 36. Page 36© Marketo,Inc. 7/26/2016 Quantity vs Quality PPC Social PPC Social Leads Opportunities +58% +198%
- 37. Page 37© Marketo,Inc. 7/26/2016 ‒ Align your metrics to each channel’s objective ‒ Establish “cost-per” thresholds ‒ Evaluate performance from end-to-end ‒ Optimize for quality over quantity
- 38. Page 38© Marketo,Inc. 7/26/2016 7 TESTING IMPROPERLY (OR NOT AT ALL)
- 39. Page 39© Marketo,Inc. 7/26/2016
- 40. Page 40© Marketo,Inc. 7/26/2016 What Makes a Good Test? • High Traffic • High Impact • Supporting Data • Research • Goal • Hypothesis
- 41. Page 41© Marketo,Inc. 7/26/2016
- 42. Page 42© Marketo,Inc. 7/26/2016 ‒ Do it ‒ Start with a hypothesis ‒ Test 1 thing at a time ‒ Gather enough data to establish significance
- 43. Page 43© Marketo,Inc. 7/26/2016 8 FALLING BEHIND THE TIMES
- 44. Page 44© Marketo,Inc. 7/26/2016
- 45. Page 45© Marketo,Inc. 7/26/2016 ‒ Create a reading list ‒ Make time to actually read ‒ Set up some news alerts ‒ Make it a team effort
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Editor's Notes
- #2 Hello everyone! Welcome to today’s webinar, and thanks for joining! Today Mike Tomita, Director of Online Marketing here at Marketo, is going to be talking to us about the 8 biggest mistakes that digital marketers of all experience levels make and we how we can avoid them!
- #3 Before we get started, just wanted to run through a couple of housekeeping items. This webinar is being recorded, and the slides will be sent to you after the webinar! If you have questions, please enter them in the chat box in the bottom left and we will get to them after the webinar. Want to encourage you to post on social using #mktgnation There’s a short survey at the end of the webinar that we would love if you could spend a few seconds filling out! And with that, I’m going to hand it over to Mike!
- #5 Not knowing your audience (Poor keyword research - not fining all the right terms, finding the wrong terms, not discovering negative terms)
- #6 Take some time out to think about you audience Who are they? What do they care about? How do they talk?
- #8 If you are selling motorcycles, how will your audience search for this? What terms will resonate with them? What images and colors? What about accessories? Will mentioning the model get more clicks? Writing copy that resonates with your audience shows authenticity and builds credibility
- #11 SEO reinforces best practices What’s good for SEO will benefit all areas of your digital marketing Think of it as your guiding light to the land of great digital marketing
- #12 Good content is essential for SEO, online ads, social media, etc This content could be ebooks, customer reviews, product reviews, travel tips, etc. SEO also encourages collaboration across marketing and development/IT As a digital marketer any time you can get closer with your dev team or IT take it.
- #13 What you don’t know CAN hurt you Many site have serious technical issues, but would never know because they don’t affect the rendering of the site At least on a desktop browser. You may have serious mobile site issues and not realize it. Google will actually While you this may not affect your user experience it will hurt your organic search rankings Even if organic search rankings are not one of your objectives, and I can’t see how they wouldn’t, they still influence your paid search performance
- #14 Some resource to learn SEO include our Blog or sites like Moz, SearchEngineLand, or SearchEngineWatch
- #15 Diminishing returns PPC: expensive, get into bidding war SEO: time suck, worth it?
- #18 It’s a constant moving target on the organic side Google is constantly moving results up and down in an attempt to see which provides the most value to the end user This is a snapshot from our Google Search Console account and you can see that even for searches that include our own brand name average position 1.2
- #20 Make sure you have a say in your company’s social media strategy It is more than just a branding and corporate communication channel
- #21 The top marketing channels they all expected to engage with their customers the most are all digital channels that are perfectly suited to personalization. So this is what marketers are predicting will be the future, but what about the consumers they’re trying to reach?
- #22 SnapChat views were 10 Billion per day. http://www.bloomberg.com/news/articles/2016-04-28/snapchat-user-content-fuels-jump-to-10-billion-daily-video-views Numbers like this this are undeniable If you’re thinking that this no opportunity for advertising on SnapChat, just remember the same was said about Facebook a few years ago.
- #23 In Q1 of 2016 Facebook’s ad revenue was reported at $5.2 billion In 2016 Facebook is project to claim about 12% of the global digital-advertising market up from 10.7% last year and 8.6% in 2014 In 2016 Google’s share is projected to decline to 31% Down from 33% in 2015 and 35% two years ago. Source: http://www.wsj.com/articles/facebook-revenue-soars-on-ad-growth-1461787856
- #24 This is an example from our own marketing mix here at Marketo In this data we can see that our social media campaigns brought in 58% more leads that our paid search campaigns However the quality of those paid search leads is considerably better and they produced 198% more sales opportunities The medium should be kept in context though. In paid search people are actively looking for a product or service In social media they’re attention is caught by an ad while they scrolling through posts on every subject under the sun
- #26 What I’ll a lot is the same ad creative, ad text, and landing page used across paid search, display, retargeting, social media, and email campaigns While this may be efficient from a time and resource point of view it is leaving a lot on the table in terms of optimization Digital channels and not created equal and your tactics are not “one size fits all” There are different mindsets, audiences, tolerance for ads, and device preferences on different channels You will get the best performance when you match your audience expectations on each channel
- #27 Keep in mind how your audience is using each channel Are they looking at photos on Instagram? Better have a highly visual ad. Are they on Twitter and therefore probably on a mobile devices? Make sure your post click experience is optimized for mobile.
- #31 Focusing on the wrong metrics (are you tracking? If not, shame!)
- #32 The biggest mistake is not tracking your programs, but I am going to assume you are all doing that already Get comfortable with Date REAL comfortable. Learn to love it.
- #34 All Channels are not created equal
- #35 All Channels are not created equal
- #36 Remember this slide from earlier in the presentation? If I were to focus
- #37 Remember this slide from earlier in the presentation? If I were to put my pirate patch on and focus only on the lead metrics I would miss the most important part of the story If conversions are your goal then make sure you look past click-through-rate and cost-per-click per click metrics down to conversions and order value.
- #39 Testing may seem like a luxury, but it is critical to your success There is no way to incrementally optimize your campaigns without testing Without testing you are just taking a shot in the dark and hoping it works out So how do you get started?
- #40 When you are getting started with testing I recommend testing 1 thing at a time This will give you experience in running your tests and analyzing your data while providing easy to implement results
- #42 Images, Call to Actions – Download vs Submit, Headlines – long vs short, questions vs statement, Ad Copy, Ad Sizes and placement, Time of the Day, Day of the week, gadgets and Elements on the landing pages. Don’t forget to also test different channels, some audience might interact more with you on LI vs FB vs Google. This is not a complete list, the main thing is to start small and then keep building on it
- #44 The world of digital advertising is changing at a furious rate As marketer we need to constantly keep ourselves up to date on the latest changes It is probably the most important thing we can do
- #45 Don’t let the future take you by surprise
- #47 Great, thanks so much Mike! We are about to head to questions, but before we do I’d like to remind you that there is a brief survey after this webinar. If you wouldn’t mind taking 30 seconds to complete it to let us know your thoughts, we would really appreciate it! Now on to the questions! 1. Do you have an SEO agency or do it in house? 2. Which social networks do you recommend trying first? 3. What kinds of tools do you use for testing? 4. How big is your digital marketing team? 5. How much do you spend on paid search compared to social media?
- #48 That’s all the time we have for today, but thank you Mike for your valuable insights, and thanks to all of your for joining! Have a great day!