The importance of digital marketing for any business could not be higher especially when the average amount invested in online marketing is rapidly increasing and outstripping traditional mediums such as TV and Print. Due to this it is very important that the digital agency you choose get the best possible return on investment for you.
In this article we are going to take a quick look at 10 common mistakes made by businesses and their digital marketing agencies.
An important part of any website or marketing campaign is the first page the visitor will see. This will usually be either a landing page or the websites homepage. Mistakes often made by agencies are on the homepage, where flash intro movies are used these take time to load and then time to watch and are a sure fire way to lose visitors. They are just there to show off and give nothing to the visitor.
A solution to make sure your visitors stay and browse your website is to remove any unnecessary splash pages or flash intros and have a highly helpful homepage. If your website has lots of specific sections have clear and concise way for visitors to get to them. The homepage should be setup to guide visitors to where they need to go.
Pay Per Click landing pages
When it comes to landing pages especially for pay per click the most common mistake is only having one generic page for the whole campaign, this means the pages cannot be relevant to every adgroup or keyword.
To avoid losing any potential leads or sales make sure each set of keywords or adgroup for your pay per click advertising have their own relevant landing page, not only can this help increase conversions it will also improve the quality score in Google Adwords which will in turn improve the placement of adverts and costs per click for your account.
Some agencies don’t understand this or don’t explain it to you so will just give you one generic page or link to the homepage, make sure your agency always develops bespoke pages for your Pay Per Click campaigns which will give you a better conversion rate and reduce costs.
A Websites content or ‘webpage copy’ is a very important aspect of marketing. This is one of the main ways a company can communicate with you so the content has to act as a salesperson and represent your company. If the content is poorly written or has grammar or spelling mistakes this can make your website seem less professional and possibly untrustworthy. The copy also has to be compelling enough to ensure the visitor becomes a customer or lead.
The sites content is also important for SEO (search engine optimisation) many writers are not trained in skilled SEO copywriting and therefore will not write copy that search engines will pick up for your businesses keywords, on the other hand they could try to hard and write copy with specific keywords jotted all over the place which is seen as spamming or keyword stuffing and will have a detrimental effect on your sites search engine ranking.
There is no excuse for spelling and grammar mistakes with the availability of spell and grammar checkers. As a business owner you must also realise that you are not necessarily a skilled copywriter so the best advice is to hire someone to do this unless you are willing to put in the hours to learn how to do it yourself.
Poor Call To Action
Every web page should have a purpose for example: sell a product, send users through sales funnel, sign-up for information, find information etc…
Some agencies though create pages which have no clear “call to action” meaning users can be left confused and may end up leaving a site which in turn means lost sales.
Common mistakes can include not highlighting click through buttons correctly or making them stand out from the page. The part of the page that the user should always be drawn to is what you want them to do, buy a product or go to a signup page; this means that it should be raised from the page, colourful and standout from everything else. Some designers though will just have a plain text button with “click here”
Making Customers Feel Safe
Unfortunately online business is still not very trustworthy, there are too many people that have had first hand experience of fraud on the internet and everyone else has heard bad stories. This means you must be transparent as possible to ensure customers realize you are not hiding anything.
To guarantee this happens make sure any disclaimers, privacy policies, FAQ`s are visible. If they need to enter any details make sure that you have an ssl certificate (creates the https:// on web address and will also show a padlock on the browser) and if you do have this make sure you advertise this on your site.
Some agencies just like to create a great looking site but wont focus on the fact that theses pages are what a
customer wants to see.
Not taking advantages of up sell opportunities
In all types of selling online and offline, the best way to increase your sales are by offering customers related products or offer them a better service. If you don’t offer an up sell to your customers you could be losing out on extra income.
No matter what your business is there is usually something you can sell extra. Its is always a good idea to make a list of add-ons you can offer, for example if you are an e-store offer accessories to the product your customer has in their basket.
Agencies will some time bypass this useful tactic because the customer didn’t ask for it or don’t know how to implement it, so when you have an agency build you a site make sure you ask them to include up sell and also cross sell capabilities.
Non SEO Optimized Websites.
A massive mistake that can be made is not to have a site designed or built with SEO in mind. Organic traffic (traffic from search engines) is free so therefore it is to make sure that an effective SEO plan is setup. In the world of SEO your site has to be on the first page and above your competitors.
To achieve a good SEO strategy specialist tactics and strategies must be put in place; these include link building, keyword research and optimized web pages and sitemaps. Unfortunately the time spent sorting these out can all be wasted if your site hasn’t been built with search engine optimization in mind.
Not measuring results
A company must always track its online presence, without tracking, the business will not be able to find out what marketing is effective and what isn’t.
This isn’t always the main problem though, while most agencies will place tracking on a client’s site some will not place the relevant tags in the URL links used in adverts and other marketing methods.
Dismissing Social Media
Unfortunately there are still agencies that dismiss the power of social media, generally this is because they don’t understand it or don’t know any decent strategies using it.
Any business must now have a social presence on the internet be it Facebook, Twitter or YouTube these are all great ways to communicate to users and allows the user to give you feedback or ask questions. The great thing with social media is that it gives potential customers a little bit of trust back as they can communicate to you.
Without implementing a social marketing plan the agency could be losing you a lot of business.
Not identifying your target audience
Another mistake that can be made is not identifying you user base correctly, sites should be designed with their main target audience in mind.
If a site is for teenagers then it should be bright have impacting graphics and can have interesting navigation, but if the site is for older users who are less tech savvy then it is ideal to have a clear and concise design with simple navigation.
Some agencies though don’t seem to understand this and will make sits far too complicated or have a high focus on a striking design for a site that mainly older users will be using when they should be spending much more time on making it more user friendly.
Most designers / agencies don’t realise that a high percentage of older users that never used computers growing up are generally not tech savvy at all. The designers then leave out steps in instructions or navigation believing they are obvious for everyone.