One of the most common search marketing mistakes is when small business owners focus their attention on whatever is getting the most press at that moment.
Common Digital Marketing Mistake
When search engine optimization was king, marketers focused all their attention on SEO, ignoring some of the more tried-and-true techniques.
A few years later, social media came along, and the same thing happened (During that period, Pepsi famously pulled most of its marketing budget out of traditional media and put it into social media. The results were less than stellar.).
Now that mobile is the hot topic, many marketers are jumping on that bandwagon.
While it’s always a good idea to try new techniques and technologies, it’s important to remember that
tried and true technologies still work.
So as you’re exploring new channels, be sure to keep in mind that more traditional channels such as email, direct mail, telemarketing, and other traditional platforms are still highly effective. (And email still has the highest rate of return for most marketers: For every $1 spent, email marketing generates $38 in ROI, says the DMA.)
That’s not to discourage you from trying new things – it’s just to say that you shouldn’t put all your eggs in whatever the platform du jour is.
Here’s How You Can Correct This Mistake
It’s always a good idea to try out new tactics, but not at the expense of tried-and-true technologies and channels.
With that in mind, carve off a small percentage of your budget to test new technologies or tactics while continuing to optimize your traditional approaches.
By doing so, you’ll have a much more balanced and even-keeled campaign, while still taking advantage of emerging trends and tech – to see if they’re right for you.
- Keep doing what works for your company, even if it’s not the trending thing.
- Keep part of your budget for experiments. Expect a percentage of them to fail.
- Introduce change in small doses, so you can find the right balance of old standbys and new hot techniques.