The Do's and Don'ts of Digital Marketing

Jackie L.


Stop!  Before you journey out into the crazy world of digital marketing, make sure you go in with a good, solid plan.  There are so many options available for marketing our small business online, such as email, social media, and Pay-per-Click ads.  The benefits of digital marketing are lower costs, more personalization, and easily analyzed customer data.  If you are well into your online marketing adventure and find that it’s just not performing as well as you hoped, it might be time to relook at what you might be doing wrong.

It’s easy to make a common mistake in a digital marketing plan, but it’s even easier to correct.  Check out these digital marketing Don’ts, and the Dos to fix them.

Jumping in Without a Plan

We’ve said it before, if you don’t have a solid plan in place, don’t expect your digital marketing strategy to get your business very far.  It’s understandable that small business owners want to use everything available, but when we spread ourselves too thin, it can cause more problems than profits.  

It takes a lot of time to make a concrete digital marketing plan.  However, it’s definitely worth the effort when it does exactly what you need it to do from the get go.  Think about important aspects, such as short and long term goals, the path to achieve those goals, and your budget.

Not Knowing Your Target Audience

If you don’t know who you are marketing to, then your digital marketing strategy is going to fall flat quick.  It’s so vital that we know who our audience is.  This allows us to create the right type of content that will get them to purchase from us.  Knowing your audience helps determine what social media platforms we use, the type of ads that resonate best with them, and helps you predict their needs.

Try creating a buyer persona.  This is a profile of a fictional customer who is your target audience.  Think about demographics, the colors they like, what their problems are, and how they like to shop.

No Engagement with Your Online Customers

As a small business, you should have an online presence at the least.  Almost 85% of people with internet access communicate through social media.  However, if you are not connecting with and engaging with that online audience, your digital marketing strategy isn’t going to work.  With your strategy, it’s bringing your audience to you.  Once they are with you, engage, engage, and engage some more!  Respond to all reviews, good and bad.  Ask questions on social media and respond to the comments.  Answer customer questions and concerns in a timely manner.

The more you engage with them, the more they will feel a closer connection with you.  And that means, profits.

These mistakes are quite easy to make.  But there are always ways to correct them.  The sooner it’s corrected, the faster we see results with our digital marketing strategies.  Take the time to create a plan, know your audience, and start engaging with them!

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