Global spending on digital advertising will reach $389.29 billion by 2021, and if you’re a small business, there’s a good chance your marketing budget has continued to increase in recent years. 

If you want to make the most out of your investment in your online marketing campaigns, avoiding some common mistakes is a great place to start. Internal leaders can address some of these quickly, and others may require the assistance of a digital marketing agency. 

Not using your website to its full potential

In today's digital environment, having a business website is no longer an afterthought but an absolute business necessity regardless of whether you are a brick-and-mortar-only business or an e-commerce operation. 

However, small businesses and nonprofits must use their websites for more than displaying static information. Take the necessary steps to update your website regularly and view the content from the perspective of a client or customer. Does it answer your most common questions? Is it easy to use and find helpful information? Does it load quickly? 

Make updating your website a regular part of your marketing strategy. 

Not delivering an outstanding mobile experience

It's not uncommon to see more than 50% of your website users access your website through a mobile device. And while most website platforms now include mobile-optimization designs as part of their base package, this is not always the case. 

A poor mobile experience can easily direct a customer to your competitor. For example, if your navigation menu is not user-friendly or links are too difficult to click on a small screen, customers will likely leave before taking action. In a recent survey, 48% of survey respondents suggested that businesses with websites not optimized for mobile users don't care about their customers. 

Not having a long-term digital marketing strategy

Contrary to popular belief, simply having a website does not constitute having a digital marketing strategy. Instead, your website should be the hub of your digital marketing plan, with other digital tactics pointing potential donors or customers back to your site. 

The best long-term plans are ones that incorporate multiple marketing channels and include specific goals other than sales or donations. For example, your long-term digital marketing strategy might consist of building and cultivating an email list. 

Or, you might center your plan around building customer loyalty and improving retention rates. Regardless of your specific goals, having a long-term strategy that uses digital and traditional media and includes actionable and measurable goals will result in a more successful outcome.

Not listening to or soliciting feedback

Small business owners tend to isolate their businesses in a bubble and rely solely on their ideas to make decisions. With few employees and often risk-averse personalities, this lack of feedback can be detrimental to long-term success. 

One creative way to solicit feedback from employees is to create an incentive plan that rewards creative ideas. For example, ask employees to observe your spending patterns and give opinions on reducing expenses. If the suggestion proves to be effective, the employee receives a paid day off or similar benefit. 

This method of asking for positive feedback versus focusing on what is wrong can be empowering to employees and helpful to the business owner. 

It's also critical to listen to feedback and respond, even if it means not implementing the suggestion. A simple "thank you for your feedback" email goes a long way toward making a customer or client feel appreciated. 

Not using inclusive language

It’s no longer enough to publish a Diversity, Equity, and Inclusion statement on your company or nonprofit website and expect that to satisfy your commitment to inclusivity. 

Companies must update their policies and marketing materials to use inclusive language that demonstrates their commitment to putting statements into action. For example, employers should present opportunities for employees to define their pronouns and express their gender identity in a welcoming and non-judgemental environment. And, all potential donors or clients should feel comfortable entering a physical or digital space without fear of harassment or feeling excluded. 

Marketing goes far beyond your advertising budget or your brand identity. It’s now integrated into everything you do to promote your company or nonprofit, and avoiding these mistakes will help you see a higher return on your investment. 

Until next time,

Andrea

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