8 biggest mistakes digital marketers make and how to avoid them
TRANSCRIPT
8 Biggest Mistakes Digital Marketers Make And How To Avoid Them
Mike TomitaDirector, Online Marketing
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Housekeeping
• This webinar is being recorded – keep an eye out for the slides and recording sent to your email later today• Questions? Type them in the chat box and we will
answer!• Posting to social? Use #mktgnation• There is a brief survey after the webinar
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1 NOT KNOWING YOUR AUDIENCE
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What is this?
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What is this?
Motorcycle Street Bike Sportbike Kawasaki Ninja All of the above
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‒ Get an outside perspective‒ Verify your assumptions‒ Use every tool at your disposal‒ When in doubt, test it out
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2 IGNORING SEARCH ENGINE OPTIMIZATION (SEO)
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SEO
The Land of Great Digital Marketing
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SEO Reinforces Best Practices• User and market research• High quality, valuable, and original content• Good website user experience
• Relevant and sharable content • Easy user interface• Fast load times• Cross browser and device compatible coding• Optimized conversion paths• Properly configured analytics
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‒ Learn the basics ‒ Do a technical audit of your website‒ Create a Google and Bing Search Console account‒ Get to know your development team
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3 OBSESSED WITH BEING #1
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Investment (time/money/sanity)
Retu
rn Xno.1
There be dragons here
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Goodbye sidebar ads…
1 out of 4 chance…
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‒ Take a step back‒ Use data to guide your strategy‒ Focus on quality and relevance ‒ Optimize for performance, not position
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4 NO SOCIAL MEDIA STRATEGY
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Video Views per DayVia Bloomberg – As of April, 2016
10 Billion
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VS
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Quantity vs Quality
Paid Search
Social Media
Paid Search
Social Media
Leads Opportunities
+58% +198%
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‒ Don’t underestimate the value of social media‒ Make social media a priority‒ Try more than one network‒ Be patient
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5 USING THE SAME TACTICS ON EVERY CHANNEL
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‒ Plan for each channel individually‒ Don’t be afraid of humor‒ Learn from others‒ Test out different approaches
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6 FOCUSING ON THE WRONG METRICS
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So Many Metrics…• Impressions• Cost-per-Mille• Click-Through Rate• Cost-per-Click• Conversion Rate
• Cost-per-Conversion• Average Conversion Value• Return-on-ad-spend• Cost-per-Opportunity• Cost-to-Pipeline
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What are your objectives for each channel?
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Quantity vs Quality
PPC Social PPC Social
Leads Opportunities
+58% +198%
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Quantity vs Quality
PPC Social PPC Social
Leads Opportunities
+58% +198%
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‒ Align your metrics to each channel’s objective‒ Establish “cost-per” thresholds ‒ Evaluate performance from end-to-end‒ Optimize for quality over quantity
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7 TESTING IMPROPERLY (OR NOT AT ALL)
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What Makes a Good Test?• High Traffic• High Impact• Supporting Data• Research • Goal• Hypothesis
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‒ Do it‒ Start with a hypothesis‒ Test 1 thing at a time‒ Gather enough data to establish significance
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8 FALLING BEHIND THE TIMES
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‒ Create a reading list‒ Make time to actually read‒ Set up some news alerts‒ Make it a team effort
Questions?
Thank You!