Now that we have crossed the first half of 2015, it is evident that digital marketing will not just be a part of business processes but will consistently grow. Businesses across industries and product lines are putting in more money into their digital marketing budgets every quarter. According to a report by Emarketer.com, companies in 2010 spent twice the amount in TV marketing than digital. In 2015, the spending is not just about equal but the graph for digital marketing has integrated a steep climb.
For businesses and digital marketers, if the website isn’t updated or the SEO isn’t as engaging, there is a high risk that the brand would be wiped out of business. More and more numbers of companies are entering the digital space with their products and services. Since the marketplace today is the entire globe, marketers are intensively putting their focus on buzzwords like social media, smart phone applications, local SEO and other forms of content marketing. Whether you are an established local business or a startup, here are some of the marketing mistakes to avoid in 2015.
If you closely monitor successful local businesses, their marketing plans change every couple of weeks. Sometimes, it is a new product line, sometimes it is a discount sale process, sometimes it is about social campaigns and the list goes on and on. Businesses with year-long marketing plans will fail to account for the constantly change of trends in the marketplace. In these lines, it can be rightly said that change isn’t just the only constant thing but a crucial element too. For businesses, it would be better to come up with marketing plans that is reactive, easy to modify and highly flexible.
In the first glance, it would seem relevant to say that local businesses should use as many marketing platforms as possible to reach out to a wider audience. However, this involves a lot of effort. If your company needs to stick to a specific marketing budget, a better and efficient way to reach the goal would be narrowing down the marketing focus on platforms that is most compatible with your strategies. Gradually, once you have been able to build a strong campaign in one platform, it’s easier to duplicate the same to the second one. There is no good if you are a “Jack of all trades, but master of none”.
Making assumption about your target audience is one of the most careless mistakes on part of any marketer. Coleman as an example knows that it’s worth targeting people who are looking for backpacking and adventures and have the money to buy the products. These would be young executives and individuals/groups interested in travelling. However, if Coleman would have targeted seniors and teenagers, it would probably be a less optimized targeting. Companies selling cameras and related accessories would have a better platform in Instagram and Pinterest and NGOs would probably better reach out through twitter and LinkedIn. Similarly, if you are a local tattoo studio, it better showcase you work on Facebook and Instagram than on Twitter or LinkedIn.
The era when Ford could have sold a car “in any color” is gone. Today, marketing focus has greatly shifted from the brand to the consumers. The idea is not about how good a brand is but how its consumers rank it. If a Facebook group about tattoo studio just talks about the work it does, followers will obviously get bored. It would be profiting to share the work of other studios (probably in some other part of the world), post news links related to the industry and engage people in fun and interesting facts. It is also vital that your audience knows that you are open to all types of communications. Let people participate and see the difference.
Finally, local SEO will not make you an international brand within a year. It takes time to be successful. This is also the reason why so many startups fail. Be consistent, be patient, be realistic and you will not be disappointed.