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Let’s be honest; a perfect Digital Marketing strategy doesn’t exist. There is no magic formula with proven results that will transform a brand and drive it to success. Nevertheless, successful Digital Marketing strategies have something in common: they all avoid basic mistakes that can ruin their chances to thrive. 

Mistake Number 1: not having clear objectives❌    

Having clear objectives is pivotal. You can’t get anywhere without clear, achievable, measurable, and timely objectives. Setting your objectives will help you craft a plan to reach them and be more accurate about the actions and tactics to implement.

Some examples of SMART objectives:

→ Social media: Double Instagram followers count by January 31st by increasing the publishing frequency, posting 2 reels per week and collaborating with a local influencer. 

When your objective is clear, it’s easy to figure out relevant tactics to achieve it. 

→ Website: Increase search results page position from 10th to 5th for our keyword “Digital Marketing Newsletter” by March 2024 by producing 5 blogs posts, one content pillar around this topic. 

Tip ⭐: Don’t forget to select KPIs to track for every set objective. KPIs should help you determine if you achieved your objective or not."

Mistake N*2 : Not setting up performance tracking❌

Tracking the performance of your digital marketing activities is essential if you want to measure their impact on your business, understand what's working, what is not, and improve accordingly. By tracking metrics such as website traffic, conversions, and ad performance, you can make informed decisions about optimizing your digital marketing strategy. To obtain this valuable data, you have to use performance tracking methods like UTM and pixel tracking.

→ UTM stands for "Urchin Traffic Module”, they are bits of text added to the end of a URL to help you track where your website traffic is coming from and pass this information to Google Analytics.

→ Pixels tracking: a tiny piece of code added to your website to track the behavior and engagement of your visitors. Where do they come from? How do they interact with your website? Do they take desired actions ? Do they return back? Various pixels can be set up to understand the performance of the activities you run on different digital platforms like Meta Pixel, Linkedin Pixel, and Google conversion pixel.

Tip ⭐: adding several pixels to your website can slow down the load time. Use Google tag manager to manage all your website Marketing pixels in one place.

Mistake number 3: Not customizing your tactics for the Marketing Funnel❌

There are 4 different stages of the marketing funnel : awareness, consideration, conversion and retention. When crafting your digital marketing strategy, it’s crucial to tailor your tactics for each stage of the marketing funnel.

For instance, in an advertising campaign for the launch of a new product or service, it's beneficial to create customized ads for every funnel stage. Awareness ads should focus on building brand identity, while consideration ads are more likely to list the competitive advantages and conversion ads should prompt action.

This principle extends to content creation as well. When people interact with your brand, they are at various levels of engagement. Some just discovered your brand and want to know more about your mission, values and products or services. At the same time, others have already had the opportunity to discover your brand and are evaluating reasons to choose your product/service over others.

This highlights the importance of curating content that can resonates with your target audience at any stage of the marketing funnel whether on your website, social media platforms or through your ads.

Mistake Number 4: Not using the power of content marketing❌

Content is king, content is everything. Through content, you inform, educate, and entertain. As a business, if you don’t create content, you simply don’t existbecause you're reaching no one. There are various types and format of content: videos, blog posts, articles, social posts, emails, newsletters, podcasts, ebooks, infographics . Depending on your business, industry and products or services, you must create relevant content that aligns with your objectives and resonates with your target audience.

A content strategy is the cornerstone of your digital marketing strategy. It helps you build the right brand image on your marketing channels and create a pleasant experience for your audience. Here's what you should curate:

• Your goal : what objectives you want to reach with your content strategy?
• The message you want to deliver to your audience: what is your mission and why are you sharing content ?
• The brand positioning : as a brand you want to inform? Educate? Entertain? You want to use a formal tone or humor?
• The distribution channels: where do you want to distribute your content?
• Content calendar : the topics your want to cover, the publishing frequency, the format…
  

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