We’re constantly being told what we should be doing to improve our digital marketing strategies, but what things should we be avoiding?
Digital marketing is constantly changing and evolving. In our digitally driven world, there’s clear benefits to having a strong strategy in place. However, if you’re not entirely sure of what you’re doing, you can end up doing more harm than good. There are plenty of things you should avoid doing, but there are seven in particular that can leave your brand in tatters. With this in mind, we take a look at the seven deadly sins of digital marketing.
Irregular blogging and social media updates
Sometimes day-to-day tasks get in the way and posting content on social media or writing a blog falls to the wayside. We get it. When you’re running a business, you obviously have a million and one things to focus on and it’s all too easy for your digital presence to drop to the bottom of your to-do list.
However, when it comes to your company blog and social media updates, your potential customers will see your irregular posting as a sign of laziness. Your customers don’t care about the 101 menial admin jobs that you have to catch up on; they care about finding the information they need. We live in a fast paced digital world so it’s essential that you continue to move with the current rather than getting lost in the sea of competitors. The only way to do this is to ensure that you stay on top of your blogging and social media activity.
SEO is a complicated process, but businesses will sometimes try to dabble in the delicate science that is SEO. Sadly this often leads to the gluttonous sin of keyword stuffing. Whilst it’s good to have an idea of the specific keywords that you want to rank for, you should use these terms sparingly and naturally rather than trying to cram them into your website at every opportunity.
Link spamming in an attempt to get quick results
Forgive us for sounding like a broken record, but SEO is a long, time-consuming process. More than anyone else, we can understand how frustrating it gets. Yet, it’s essential that you have a little patience and don’t let greed get the better of you. Black hat SEO tactics promise quick results, but in the long run they will do more damage than good. Remember, slow and steady wins the race.
Duplicate content and plagiarism
If someone else seems to have the winning formula down to a tee, it can be all too tempting to copy what they’re doing. With strict copyright laws in place, most brands know that it’s foolish to steal someone else’s ideas. However, a lot of businesses don’t see the harm in copying one small blog. Allow us to bring you up to speed….there will be a huge repercussions for duplicating someone else’s content. If you let envy get the better of you and copy someone else’s blog content, Google will punish you and quash your ranking progress if you copy someone else’s hard work.
Getting seduced by ideas that don’t work for your brand
With so many creative marketing campaigns around, it’s understandable that businesses often get enticed by all these weird and wonderful ideas. Whilst they might look impressive, it’s essential that you don’t get seduced by an idea that won’t necessarily work for your brand persona. For example, we’ve long been advocates for Innocent Smoothie’s outstanding presence on social media, but we’d never try to copy that because it simply wouldn’t work for our market.
Ranting on social media
After all your hard work, months of writing top quality blog posts and a great approach to customer care, the worst happens; you get a public complaint on social media. We understand how frustrating this can be, particularly if the problem you’re being accused of isn’t necessarily your fault. Yet, you have to keep your head held high and don’t let wrath get the better of you. Let’s face it, losing your rag on a public platform like Twitter will do far more damage to your reputation than one customer complaint. We all remember that infamous 31 tweet rant that Tinder had at Vanity Fair. Not cool, guys…not cool. Although if you do happen to have a social media meltdown, we’ve got you covered with our social media crisis plan.
Using an overly self-promotional tone of voice
Confidence is a good thing, but bragging isn’t. Whilst you should have faith in your brand and business, there’s a fine line between confidence and being overly self-promotional. Your aim will always be to sell your services to prospective customers, but it’s vital that you offer them something with real substance rather than bombarding them with tweets, articles and emails that simply tell them how great your company is. Write informative articles that answer the questions of your customers or come up with great incentives such as competitions to get their attention. The aim is to get other people to talk about how great your company is so you don’t have to.