In the grand scheme of things, digital marketing is relatively new. Gone are the days when it was enough to get a large ad put in your local phone book and newspapers, and then just wait for the phone calls to come in. The world now makes more and more searches online, with search engines presenting the most relevant and up to date information instantly to anyone who wishes to look for it. Previously, businesses could manage their marketing output quite effectively themselves. All you needed to do was contact the relevant publications for your ad, and you were ready to go. Digital marketing requires a whole other set of skills (and knowledge) though, so those managing their own could be making some big mistakes without even realising it…
#1 – You’re Not Tracking Results
In the pre-digital days, you didn’t need to track things as much. Sure, you could ask your customers about where they’d found about you in order to get a better idea of how well your different avenues were performing, but there so many fewer to consider that there was much less incentive to do so.
Now though, there are so many places your website traffic could be coming from that you’d be foolish not to track it. Whether your users come primarily from organic search, paid search, backlinks, social media (or a host of other platforms), will help you decide how best to precede with your digital marketing strategy.
You can’t just set up Google Analytics and assume that it’s covered though. You need to use the data to get a better idea of how well your current strategy is working, what needs further improvement, and where your money is best spent.
