How to avoid the pitfalls of online marketing

Published October 22, 2015

Here at mad4digital, we’re constantly on the lookout for ways to help enterprises make the most of their business. Whether you’re branching out on your own and learning as you go, growing so fast that you don’t have the time to execute, or taking over a legacy business where past successes aren’t paying off, owners of growing businesses often face the same challenges. Here are some of the pitfalls you’ll want to avoid:

Getting bamboozled by technology
The Internet of Things (IoT) is touching every aspect of our lives. It’s in our manufacturing, our accounting, our education, our advertising, our transportation…the list goes on. The opportunities to leverage tech is huge, but there’s one major mistake that many companies make: they focus on selling what the technology does rather than talking about how it’s beneficial to the client.

Brands need to align their messaging with their product and service strategies. This is key to rising above your competitors. In today’s competitive landscape, getting your tech marketing right is a big deal.

Finding the Right Marketing Talent
Marketing roles are getting harder to fill, and the problem is particularly acute where  online marketing is concerned. Getting a candidate that ticks all the boxes–including paid search, SEO, emailing and social media–is a challenge that many growing enterprises face. You don’t want  to hire too early in the marketing journey without a clear understanding of what skills and knowledge are critical to the business.

Consider hiring marketing experts on a PAYG (pay-as-you-go) basis. This way, you get access to the right talent when you need it. As your business grows, and you begin to see a return on your investment, you will have gained sufficient understanding of exactly what you want from a full-time in-house marketing specialist.

Focus on Your Online Presence
It’s possible that you’ve  become quite successful through word-of-mouth marketing and referrals, but it’s not enough. Online marketing is a necessity, but posting a photo on Instagram or tweeting about a sale won’t deliver results. It’s a misconception  that the more activity you push out, the more likely it is that you’ll get  positive results. In fact, that has the potential to turn off prospective customers because you’re clogging up their feeds!

In 2017, 93% of users discovered businesses for the first time via their websites, so prioritising your profile on the internet is crucial to your long term success.

Make sure to have a proper marketing strategy with a solid content calendar and consistent delivery. And don’t forget to develop a plan for how to handle negative online feedback before it becomes an issue. Catching it early will show customers that you care and are willing to make things right. It might even convert a displeased customer into a brand champion.

Avoid the Hard Sell on Social Media
Social media is a great online marketing tool, but its core purpose is to engage potential customers in conversation–it’s about them, not you. In the past, advertisers enjoyed free reign on social media, but now the platforms are  fighting back. Today, to win  on social media, businesses have to ‘pay to play’. The general rule is 10% organic content and 90% paid, a strategy that requires more than just random actions, but a well structured social media strategy.

About Us
mad4digital is an integrated technology marketing company. We’re mad for digital, the IoT and the technology of everything. We are passionate about leveling the online marketing playing field enabling businesses to succeed on the internet.