Seeking unmeasurable or excessive objectives
Today's marketing entails the need to have real-time measurements of any action carried out. To achieve this, any objective must be SMART: specific, measurable, attainable, relevant and timely.
When designing a campaign, it is not the same to set the objective "to achieve more clients" as "to achieve 5% more clients during the next quarter". The objectives must be delimited with quantities, with measurable data, with temporal margins...
And of course, when we talk about achievable objectives, they must be realistic in terms of both demand and quantity. Setting a huge number of objectives for the next fiscal year may produce some results, but also unnecessary frustration.
Constant changes in social ads
When a paid marketing campaign is active on social networks or other digital platforms (social ads), it is constantly seeking to optimize results. After all, the brand is paying for it and wants to get the most for its money.
In this case, the mistake would be to confuse optimizing with over-optimizing. Obtaining desirable results in a digital environment takes time and good segmentation, both of which are key elements in the machine learning algorithms that determine the results of ad campaigns.
Therefore, if we modify the parameters of the social ads campaign a few days after creating it, we lose the algorithmic learning optimization carried out until then, starting from scratch again.
Not taking advantage of your own content
It is more than an evidence to say that brands should strive to create and offer their customers quality content, with added value for users. With this, we will work on the authority of the brand in the sector, while differentiating ourselves from the competition.
This objective requires the design of 360 content campaigns. In these cases, the marketing campaign establishes a main action and all the others will pilot around it, with complementary functions to assume the objective sought by the main action.
Secondary actions are many and diverse, from publishing articles in a blog to offering podcasts with the participation of an influencer.
Not resorting to A/B testing
A/B testing is an important tool that helps to optimize marketing and improve the elements of each campaign, but it is especially relevant for landing pages and email marketing or emailing.
It's proven: duplicating efforts pays off. A/B testing consists of testing two variants of a marketing element to compare their performance and make the best decisions to achieve the best results.
In short, you create two versions of the same content, but with some strategic variation that you want to analyze; you launch both and, with some time, compare the performance metrics. These types of data are what determine the decision-making process to, in this case, redirect or rethink marketing actions.
Publishing without researching
Planning and creating content takes time. And if we want the information offered to be of quality, contrasted and useful for the brand's audience, it will need research.
In marketing there is a premise that works: don't offer a product, offer a solution. If we apply this idea, the contents must include the pain points of our customers, that is, specific problems they have or suffer from.
Ignoring technical SEO
SEO is not reduced to keywords. There are other technical factors that contribute to web positioning, such as CSS (design language), sitemap, correct redirects, etc. All this achieves an optimized website that can be well positioned in search engines.
Doing mass mailings
Are all the people in the brand's database the same? Do they all have the same interests, tastes or priorities? No, they don't. And, in fact, a priori the only thing they have in common is that they are customers or potential customers.
So why should we think that a single mass mailing, without segmentation or particularization, will be effective? In this sense, the automation of mass mailings is a key opportunity to offer more personalization.
In the case of the B2B (Business to Business) business, specifying the brand's target is especially relevant, along with its expectations, needs and preferences. For this purpose, there are tools and data solutions for B2B marketing that provide a lot of useful and strategic information about a brand's current and future customers.
Today's marketing entails the need to have real-time measurements of any action carried out. To achieve this, any objective must be SMART: specific, measurable, attainable, relevant and timely.
When designing a campaign, it is not the same to set the objective "to achieve more clients" as "to achieve 5% more clients during the next quarter". The objectives must be delimited with quantities, with measurable data, with temporal margins...
And of course, when we talk about achievable objectives, they must be realistic in terms of both demand and quantity. Setting a huge number of objectives for the next fiscal year may produce some results, but also unnecessary frustration.
Constant changes in social ads
When a paid marketing campaign is active on social networks or other digital platforms (social ads), it is constantly seeking to optimize results. After all, the brand is paying for it and wants to get the most for its money.
In this case, the mistake would be to confuse optimizing with over-optimizing. Obtaining desirable results in a digital environment takes time and good segmentation, both of which are key elements in the machine learning algorithms that determine the results of ad campaigns.
Therefore, if we modify the parameters of the social ads campaign a few days after creating it, we lose the algorithmic learning optimization carried out until then, starting from scratch again.
Not taking advantage of your own content
It is more than an evidence to say that brands should strive to create and offer their customers quality content, with added value for users. With this, we will work on the authority of the brand in the sector, while differentiating ourselves from the competition.
This objective requires the design of 360 content campaigns. In these cases, the marketing campaign establishes a main action and all the others will pilot around it, with complementary functions to assume the objective sought by the main action.
Secondary actions are many and diverse, from publishing articles in a blog to offering podcasts with the participation of an influencer.
Not resorting to A/B testing
A/B testing is an important tool that helps to optimize marketing and improve the elements of each campaign, but it is especially relevant for landing pages and email marketing or emailing.
It's proven: duplicating efforts pays off. A/B testing consists of testing two variants of a marketing element to compare their performance and make the best decisions to achieve the best results.
In short, you create two versions of the same content, but with some strategic variation that you want to analyze; you launch both and, with some time, compare the performance metrics. These types of data are what determine the decision-making process to, in this case, redirect or rethink marketing actions.
Publishing without researching
Planning and creating content takes time. And if we want the information offered to be of quality, contrasted and useful for the brand's audience, it will need research.
In marketing there is a premise that works: don't offer a product, offer a solution. If we apply this idea, the contents must include the pain points of our customers, that is, specific problems they have or suffer from.
Ignoring technical SEO
SEO is not reduced to keywords. There are other technical factors that contribute to web positioning, such as CSS (design language), sitemap, correct redirects, etc. All this achieves an optimized website that can be well positioned in search engines.
Doing mass mailings
Are all the people in the brand's database the same? Do they all have the same interests, tastes or priorities? No, they don't. And, in fact, a priori the only thing they have in common is that they are customers or potential customers.
So why should we think that a single mass mailing, without segmentation or particularization, will be effective? In this sense, the automation of mass mailings is a key opportunity to offer more personalization.
In the case of the B2B (Business to Business) business, specifying the brand's target is especially relevant, along with its expectations, needs and preferences. For this purpose, there are tools and data solutions for B2B marketing that provide a lot of useful and strategic information about a brand's current and future customers.