4 Digital Marketing Mistakes You Might Be Making

author image Written by: Content Team           Categories - Digital Marketing

website evaluation A well-developed digital marketing strategy is an integral part of a business’s overall success . Whether you’re creating a strategy for the first time, or your company is already investing in website marketing and engaging in website evaluation, but hasn’t had much success, it is important to learn from past missteps, whether they be your own, or those of others. The following mistakes are all too common, and avoiding them will go a long way towards optimizing the effectiveness of your digital marketing strategy:

1. You’re only creating one type of content

Content marketing should be a large part of your digital marketing strategy, but it’s important to remember that different content appeals to different audiences, depending on their needs. A customer or company who is new to your website may be interested in reading a short, but informative blog post, an infographic that quickly and clearly presents complex information, or watching an instructional video. Alternatively, a customer who is serious about purchasing your products or services may be looking for more in-depth and technical information to help with their decision making. Ask yourself this when you do an evaluation of your website’s content: Am I being creative enough with the content I put out there? Is my content relevant and timely, and will it be interesting to my target audience? Does it provide answers to key questions? Is it something that I’d read, enjoy and share? At the end of the day, is it truly increasing my position as an authority in my industry and increasing awareness of my brand by inviting web traffic? Focusing your website marketing efforts on only one type of content could mean alienating an entire segment of potential customers. On the other hand, mindfully creating content for all potential audiences will ensure that your content is diverse–thereby maximizing your potential for online success.

2. You’re not using analytics tools


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Many companies still underestimate the value of analytics tools in website marketing. Creating content without tracking its performance is akin to swinging a baseball bat while blindfolded, since analytics tools are pivotal to evaluating how your website marketing is connecting with your customers. Without the tools for proper website evaluation and understanding the key performance indicators that matter, you’ll be left in the dark. To determine how much traffic your website gets, the source of the traffic, how long visitors spend on each page and other invaluable data, it’s important to make use of the metrics provided by web analytics tools such as Google Analytics. Similarly, with your company’s social sites you can also track which content gets the most views, likes, and shares by viewing each social platform’s analytical data. Look for patterns in these metrics and make required changes based on trends. For example, if tweeting an article at 9:00 AM reaches a larger audience than at 3:00 PM, then start scheduling your posts for 9:00 AM. If an online newsletter gets a higher click through rate on Thursdays than it does on Mondays, then distribute it on Mondays.

3. You’re ignoring mobile users

Knowing how much time people today spend on their smartphones and tablets, it’s a mistake to have a website that is not mobile-friendly. If your website is not optimized for mobile use, then you are losing search engine traffic and a significant pool of potential customers. According to the Chief Marketing Officer Council World Wide 65 per cent of US smartphone users check their phones within 15 minutes of rising while 64 per cent check their phones within 15 minutes of going to bed. They also estimate that by the end of 2017 Mobile commerce will account for 24.4 per cent of overall ecommerce revenues. Evaluating how your website appears on various devices will highlight any display issues that need to be addressed. By now you should know that having a mobile-friendly website is critical component of any sound digital marketing strategy, and it is essential to a company’s online success.

4. Your social media strategy falls flat

Despite the meteoric rise in the use of social media over just a few short years, many companies lack self-awareness in this context. Needless to say this can cause major damage. If your company sends a message that just doesn’t make sense in the context of your brand, at best it will be ignored, and at worst it will offend your potential customers and keep them from doing business with you. For example, a company tweeting a father’s day message is quite standard, right? But when the team behind Mad Men tweeted a photo of Donald Draper accompanied by the same message, it offended many people since the character is seen as a terrible father. Think before you tweet! While we all make digital mistakes, the important thing it to learn from them and improve your website marketing strategy, since it can lead to substantial gains for your business!

Content Team

The Need For (Digital) Speed


How and Why You Should Speed Up Your Website with The Help Of A Website Marketing Company

No one likes waiting for a slow website to load. Most users won’t wait for a slow website to load, and will instead find what they’re looking for elsewhere. Meanwhile, that poor, slow website will have lost another potential customer. To maintain user satisfaction, increase conversion rates, and rank well on Google Search, your website needs to be fast. If your website is lagging behind, go over these tips and consult with a website marketing company to get things back up to speed!

Simplify Your Website Design

Most of a web page’s loading time is spent downloading the various components on a page, making HTTP requests for each component—i.e. images, Flash, scripts, and stylesheets. By reducing the number of components on your page, you reduce the number of HTTP requests, speeding up your loading time. This can be done by:

  • Reducing and streamlining the components on a page;
  • Using CSS (cascading style sheets, which control the layout of HTML elements on a page) instead of images;
  • Combining stylesheets into one; and
  • Reducing scripts and putting them at the bottom of the page.

Site speed is important when it comes to responsiveness and rankings.
Sometimes, you gotta go fast.

Speed Up Server Response Time

You should aim for a server response time of less than 200ms (milliseconds). Use programs like Google’s PageSpeed Tools to monitor your website’s performance and get suggestions for making improvements.

Compress (Zip) Files

Since large pages take longer to download, you can speed up the download time by compressing your page with a data compression program. Data compression reduces the page’s bandwidth and HTTP response, which significantly reduces download times.

Enable Caching

When users first visit your website, their browsers download the site’s components. And if you enable browser caching, these components will be stored in the user’s cache, so if they revisit your website, they won’t have to download all the components again, resulting in shorter loading times. You can set the cache resources to expire in a week and up to a year.

Minify Code

Long, messy code will increase your page’s size and loading time. To simplify—or minify—code, get rid of extra spaces, indentations, and line breaks.

Speed Up Image Loading Time

To reduce the time it takes to load images, edit the images to reduce their size. This can be done with cropping to the correct page size, removing comments, and reducing colour depth. Also try to use only JPEG images and include a valid URL with the src attribute.

We can all relate to this monkey’s frustration at an unresponsive site.

Use Only One External CSS

Using only one external CSS will avoid code duplications, reduce the size of your code, and reduce HTTP requests. For cleaner coding, do not include CSS in HTML code.

Speed Up Above-The-Fold Loading Time

The above-the-fold (top of the page) can load faster—improving user experience—by splitting a CSS into two parts: a short inline that styles above-the-fold elements and a deferred external part.

Remove Unnecessary Plugins

Plugins can slow down your site and cause crashes and security issues. Delete any unnecessary plugins and identify those that slow down your site by disabling selected plugins and measuring your website’s performance.

Reduce Redirects

Redirects slow down a site by creating HTTP requests. Responsive websites have redirects to direct mobile users to the responsive version of a site. To reduce the loading time for responsive redirects, use an HTTP redirect to send mobile users directly to the mobile URL instead. For Google to discover your mobile pages, identify the mobile URL in the desktop pages by including the <link rel=”alternate”> markup. If any—or all—of this sounds like too much work, a website marketing company can do the nitty-gritty work for you. By improving your website’s speed and performance, you can improve user experience, conversion rates, and your Google ranking. In the case of page loading time, faster is always better.

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When’s the Last Time Your Website was Evaluated?


Website EvaluationIf your business’s website is performing poorly, or just isn’t pulling in the kind of traffic and conversions that it used to, there’s a pretty good chance that it could benefit from a website evaluation. While known more colloquially as an audit, such an evaluation shouldn’t strike the same kind of anxiety into your heart as accidentally failing to adhere to a vague policy. In fact, it’s a good thing! Think of it more as a full-site SEO analysis, looking at a number of key factors of your website and how they interact with each other and with the search engines to identify and address your strengths and weaknesses. It’s an essential first step in any SEO strategy. There are many reasons why your website might not be performing well, from poorly implemented organic SEO practices, to having been penalized by a search engine and more. Perhaps you typically like to handle issues in-house, but this is not a task to be taken lightly. Failing to identify the proper cause of your shortage will not only offer you no solutions – you might actually make things worse. Even the realm of search engine penalties alone is vast enough for you to misdiagnose something simple without the proper experience. This is why when performing a website evaluation, it’s important to enlist the services of digital marketing professionals. It takes experience and knowledge to perform a thorough and comprehensive SEO analysis that gets right to the heart of your website’s troubles. An expert qualified in SEO analysis can look at a number of complicated factors, including keyword implementation, dead links, negative SEO, and adherence to search engine policies, among other things,  and make sense of which factors have hampered your performance and how to resolve them. It’s their business to know what does and doesn’t make a healthy website. From there, they can help you devise a strategic digital marketing plan that addresses your very specific need. This is incredibly important, because not every business is the same, and not every website is created equal, so not every strategy will boost every company’s SEO and visibility. So if your website is suffering from low traffic and poor rankings, remember, a website evaluation is not a good DIY project. But with the help of a digital marketing agency, a properly done website evaluation becomes the foundation of an SEO strategy that can put your company back on track to high engagement!

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