Pour nos lecteurs de langue française. Nous avons le grand plaisir de vous annoncer que cet article est également disponible en français chez nos collègues de Poppyjikko. Merci Philip Larcher @Poppyjikko pour cette traduction.
I’m a keen reader of TopRankBlog.com. Indeed, several articles in this blog are inspired by Lee Odden who is an online veteran with over 14 years of hands on experience in search, social media and digital (content) marketing.
In this article, we look at 5 mistakes commonly made in digital marketing. Put forward by Lee Odden, they’re are based on real life stories. Do they ring a bell with you?
Read on to get a quick summary or view the original blog post here: Five B2B digital marketing mistakes.
Mistake No. 1
This company’s marketing department forgets to reassure an anxious senior executive.
Problem: Marketing puts a lot of effort into the company’s blog, but one of the senior executives doesn’t like the blog’s content. He feels that it falls short of representing the company’s brand, and questions its utility. NB: social media remains an enigma for many executives and what’s more, a fair number do not perceive any straight forward measure that’s likely to satisfy their need for ROI.
Solution: To make anxious executives feel more confident, marketing departments need to organise recurrent content review sessions with upper management. In particular, it pays to update executives about:
- How the digital marketing strategy ties in with the company’s overall business goals. For example: an overall business goal might be to increase qualified leads by 20%.
- Show progress about measurable social media business outcomes. For example: a measurable social media business outcome might be 500 new subscriptions to the monthly online newsletter, over a period of 6 months.
Mistake No. 2
This organisation puts a lot of effort into image-heavy online content, but fails to optimise for SEO.
Problem: Subject matter experts produce beautifully laid out charts that are popular with clients. However, they do not bother (lack of training and/or time) to optimize their image-heavy posts and pages.
They forget that search engines don’t have eyes and cannot interpret pictures like we humans do.
Solution: image-heavy web pages and posts need extra care when it comes to SEO optimisation. Example: attribute a name that describes the image; make sure to integrate keywords from the previously defined content marketing plan. For example: instead of naming your chart image “123-456.jpg”, entitle it “pins and screws top sales statistics for 2012.jpg”.
Mistake No. 3
This company uses email marketing with enthusiasm and rather successfully, but oh dear…
Problem: Recent statistics regarding the monthly Newsletter show a decrease in email opening and click-through rates, as well as an increase in “unsubscribes”. When comparing earlier emails with more recent versions, it turns out that the messages are becoming longer and ever more sophisticated.
Solution: Shorten email messages to 150-200 words. Reserve voluminous text for blogs, white papers and ebooks. For emails, write a brief introduction with a bulleted list of key points and end with a link (call to action). Helpful: write link text that incites readers’ curiosity, such as: “Click here to find out how this story ends” or “Want more? Sign up to join our community”, etc.
Mistake No. 4.
This organisation was pressured into the social media game, but doesn’t have a clue.
Problem: A friendly and outgoing HR assistant is given the task of opening a Facebook page. Whilst willing and enthusiastic, this employee doesn’t know anything about social communities and how they work.
Solution: Make sure your designated staff is trained and familiar with best practices. For example: it isn’t good social media etiquette to make repeated reference to your own company. Fans expect third party content that is relevant to their needs and offers a complementary perspective. Fans and followers want to be inspired with out of the ordinary information and last but not least, they expect a company to answer their questions and respond to their comments.
Mistake No. 5.
Much ado about nothing! This company produces much content but could do better as far as quality.
Problem: It publishes blog posts frequently, integrates specially designed graphics, creates video, slideshows, press releases. However, feeling the pressure to produce at a quick pace, authors omit to pay sufficient attention to quality. High employee turnover is an additional challenge when it comes to maintaining high quality output.
Solution: review your content regularly and with a critical eye. When confronted with frantic publishing, take a deep breath and readjust in the light of these 3 fundamental criteria:
- Does your content uncover what’s bugging your customer personas, and does it help them fix it?
- Is your content – text and images – search engine optimised? Does it contain key phrases and words that tie in with your previously defined content marketing plan?
- Is your content remarkable and enticing? Does it whet your audience’s appetite to take action?
As a conclusion, let me practice what I preach!
My call for action is to invite you, dear reader, to leave a comment here below. Have you come across one or more of the above mistakes in your company? Do you observe other mistakes that are worth sharing? Does this article whet your appetite to take action?