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Digital Marketing Monsters That Give Us Nightmares
As professionals in the land of digital marketing, we never know what to expect from a brand's online presence. Sometimes, it's a treat. Other times, it gives us the creeps. Like any digital space, gremlins can slip into the system and cause havoc, while marketers could be possessed to do something that is not in their best interests.
Exercising these demons out of your business practices isn't easy; these goblins and ghouls can be pretty pesky at times, and downright sneaky.
This Halloween, we're exposing 5 of the scariest digital marketing monsters- and giving you some pointers on how to avoid them.
Does your digital marketing strategy look like it’s been living in a coffin for the last 5000 years? We’re not talking about the tried and true marketing principles- those will never die. But digital moves quickly, so you can’t let your strategy gather cobwebs. Make sure you’re always updating, listening and changing your approach where necessary. Otherwise, your engagement will, you know, suck.
If you don’t appreciate being tricked, why would your followers? While digital marketing can sometimes be a ruthless terrain, not keeping your word will only erode customer trust and loyalty. Whatever you promise your followers, whether it’s a prize for a competition, a webinar or any other resource, deliver on it. Cheap clicks aren’t worth a ruined reputation. Leave the shady business for the boogymen, ok?
Repetitive post zombies
Most old posts have an expiration rate. So when they come back from the dead to roam around aimlessly on your feed, they make your pages look like a content graveyard. Recycling successful content that’s kept its appeal can be a win now and then, but let’s say that most posts should stay six feet under. Knock those zombies over the head, and shift your focus toward creating fresh, relevant content that won’t eat your followers’ brains.
Frankenstein’s mismatched monster
If you fail to do the essential research into your audience’s habits, your ads will be a confusing, unresponsive monstrosity. There are many free resources online to help you understand what your audience is searching for, which devices they use, the platforms they frequent and so on.
Research is essential in ensuring that your final ad reaches the right person, at the right time, and speaks to them in the best possible way (instead of groaning inaudibly).
Tracking your visitors and collecting data on them is probably the most critical act any digital business can do; it's why we've moved to digital so successfully. The ability to quantify what users are doing on your site and then making it easier for them to find what they are looking for, however, not every visit to your site could be a live human being. If not set up correctly, you could be tracking ghosts.
If you want to get rid of ghosts in your Google Analytics, here's our guide to chasing them away.
The haunted house
Hello? Anyone there? Even if you’re open for business in real life, a desolate social page or outdated website will have potential customers running the other way. Think of your business’s digital presence as an extension of your physical one. No one wants to enter an abandoned house with creaky floorboards and potential poltergeists. So be sure to revamp your strategy, post consistently and get things looking alive again.
If you spot one or more of these ghosts terrorising your target audience, who you gonna call? Arc Interactive! We’ve been getting rid of all kinds of digital marketing monsters for years- and we’re happy to help resuscitate your website, branding and social.
About the author
Zapriana Atanassova is a digital copywriter with a passion for creativity and communication. Majoring in Journalism and International Studies wasn't stressful enough for her, so during her time at varsity she worked with Monash South Africa, Africa Investor and the Show Time Film Club to improve their online presence.
In her spare time, she enjoys writing poetry, making music and talking about the universe. She's the newest addition to the Arc Interactive team- a digital marketing agency based in Sandton, Johannesburg.
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