Digital marketing can be complex with a lot of different channels all working cohesively to deliver traffic and conversions. When one piece is missing or not up to par it can cause performance issues across multiple channels. Here are 3 digital marketing strategies to avoid at all costs:
1. Forgetting Mobile
There is no excuse to not include mobile in your digital marketing strategies. According to CIRP there were 110 million iPhones in use in the US at the end of the December 2015 quarter. You cannot afford to have a non-mobile friendly website at this point so ensure your website uses a responsive design, HTML5 form inputs, large text and button sizes, and keep your click to call phone number accessible, just to name a few tips.
2. Not Testing
How many tests are you currently running on your website? If the answer is none you have a problem. Your audience’s trends and preferences will change over time so employing a clear and consistent testing strategy is critical to ensuring effective marketing and growth.
Start off small with a simple A/B test on the text of a button and expand from there. Before you know it you will be hooked on testing different variables and increasing your ROI.
3. Ignoring your Visitors
Analyze your web statistics and draw conclusions based on actual website usage rather than what you think your audience wants or needs. Look at your user funnel and how your visitors are navigating through your website and optimize what matters most. That could be a conversion page or a particular set of content pages depending on your KPI’s. You collect all of this data for a reason so use it to improve the user experience and engagement of the website.
With so many moving parts in digital marketing it is easy to fall behind on one or more strategies. What is at the top of your list for digital marketing strategies you should avoid?
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