The  way of doing digital marketing is constantly changing. With so many possible strategies to follow, it is easy to make mistakes, especially for those that are first starting out. Here are 5 of the most common marketing mistakes and how you can try to avoid them.


Lacking realistic goals

Having goals is what gives a purpose to marketing. Without them, it is hard to know what’s happening with any campaign. If you want to achieve something on time with your business, first you need to have established goals.

One of the main mistakes when doing digital marketing is to create a digital campaign without a focus point. Not only does it affect the lack of goals, but the creation of unrealistic ones. This is an effective formula for failure. The hardest part of unrealistic goals is: no matter how hard you try, you won’t be able to achieve them.

Also, to know if you are going through the right path, you need to track your goals. If you don’t track them, you won’t know which are your stronger areas and which ones need to be improved.

How to avoid it

The best way of working with goals is by establishing SMART goals. Here’s what me meant with SMART:


  • Specific: Set real numbers and real deadlines.
  • Measurable: Make sure you can track your goal.
  • Attainable: Choose a goal that is challenging but possible.
  • Relevant: Be honest with yourself and your possibilities.
  • Time-bound: Give yourself a deadline.


This way you can go from ‘Increase traffic’ to ‘By december 31, 2021, my business will reach 2,500 qualified leads per month’. See the difference?

Establishing SMART goals will help you to know how and where to start.


Targeting the wrong audience

Another of the most common mistakes in digital marketing is to target a broad market. Yes, the intention is to sell, but reaching more people is not necessarily the best strategy since they’re not qualified leads for your business. The main risk to target too many people is that you’re not providing relevant content to your real interested leads.


“Less is more – Mies van der Roeh


Also, you may think you know your audience but end up targeting the wrong people. The result is a waste of time and money for your business.

How to avoid it

The best way to make sure you are targeting the correct audience is by doing a depth research. Finding the right one is a matter of research and testing. Otherwise, people won’t buy your products or use your services.

You can try creating your buyer persona based on your current clients. These are fictional avatars that represent your clients based on their customs. You can find more information here.


Forgetting about SEO

Search Engine Optimization (SEO) is how new customers will find you on search results. If you don’t use SEO on your digital campaign, people won’t find your business and you won’t reach new qualified leads, meaning losing valuable traffic to competitors.

It is important to mention that SEO takes time. You need to be patient since it is a long-term strategy. If you give it the time needed, your campaign will grow over time and results are going to show by themselves. 

You can check out our entry: The Importance of SEO in Your Content Strategy to know more about the advantages that SEO can provide to your business.

How to avoid it

The first advice is: if you don’t know how to SEO, take your time to learn how to use it.

The most important thing about SEO is your keyword research. Selecting the appropriate keywords will allow you to use them into your website or blog to appear in searches for those terms. Also, if you create relevant content around the keywords, you are going to reach more valuable leads.

Take your time to identify what your customer is looking for and your competitors talking about to know what strategies you can implement on your digital marketing.

You can also find professional advice to work on a taylor-made strategy for your business.


Wasting the power of branding

Do you believe in love at first sight? Branding works like that.

Think of branding as the DNA of your business. It is the essence of your business. People enjoy interacting with brands that they perceive as valuable and superior in quality. You need to focus on telling the story of your company through your marketing tactics. Otherwise, you will end up attracting unqualified leads and prospects.

A business that suffers from identity, won’t be operational for too long.

How to avoid it

The best way for positioning your business is to be as transparent as you can. Reflecting the identity of your business is crucial. 

Also, know your message. This is the way you can attract new leads and connect with them. Everyone should be able to visit your website and immediately know what you can do for them. When talking about branding, it is important to be on a constant evolution with the market since people are constantly changing and so should you too.


Neglecting Social Media

Social media is the best and ‘cheapest’ way of increasing brand awareness, improving customer experience and driving leads to your site.

An average person spends 28% of their time on social media. If people are living on social media, why don’t you? Not using social media or the lack of consistency means losing the opportunity to create a relationship with your customer and reaching a new audience.

How to avoid it

Create a digital strategy focused on social media. You need to determine which are the right platforms for your business based on the ones your client uses the most. Once you know where your target spends most of their time, you can start developing a strategy there.

Social media advertising is one of the best ways to appear in your target’s newsfeed and show them the products or services that better fit them.


Find professional advice:

We know there’s a lot of information to process and it can be overwhelming. Professional consultation may be a good choice in order to identify marketing mistakes in your business. The best part is: we can help you work it out!


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