Five Common Mistakes Made by Digital Marketing Agencies

Introduction

Do you know how almost every business does digital marketing these days, but about 80% of it is a waste? The mention of digital marketing to trade and service-based business owners is often met with a “yeah, we do a little, but I don’t understand what it’s doing” type of response. There’s a feeling that it’s something they have to do, and sure, they get some leads from it, but is it all working like a powerful lead generation machine for the business, or is it a bunch of disparate parts and a sense of throwing spaghetti up against the wall?

It doesn’t help that the digital marketing world is constantly changing, and it’s difficult enough for business owners to keep even a surface-level understanding of it all. They could have an in-house marketing coordinator or executive administrator who manages their social media and email newsletter while occasionally updating website pages and managing business proposals, appointment scheduling, event planning, etc.

Naturally, bringing a full-time marketing department is a distant dream. Typically, for less than hiring one full-time employee, your business can retain a marketing agency’s monthly services and access dedicated experts in digital advertising, copy, and content writing, backlinking and SEO services, conversion tracking, and landing page and website design. However, the decision to bring in a marketing agency is an uncomfortable change because bringing in a charlatan agency will be a significant waste point if it doesn’t produce results.

Here are five common mistakes in digital marketing that your agency should avoid.

Too much focus on the Tool, Not Goals

Digital marketing solutions cannot be standardized, as each company has unique needs and goals. While one company may need a complete redesign of its website, another may only need quick updates to the back end to improve search engine crawlability. It’s also important to consider the visitor’s intent when visiting the website. Are the keywords used in the website tags and on-page content the same as the ones used by serious customers? A company’s content marketing and social media strategies must be well-planned. For instance, while a Facebook ad may seem like a path to instant success, defining its purpose is crucial. If it’s promoting a seasonal offer, then the goal should be conversions, and the landing page must align with the ad. If the ad doesn’t serve a specific purpose, it may only boost brand awareness among the target audience (assuming the targeting is set to truly match your ideal clients. This brings up the entire discussion of where your ideal clients spend their time online. When you receive suggestions from a digital marketing and web design agency, it’s crucial to ask them about the reasons behind their suggestions while seeking the best insights. You can think of it as hiring a builder or contractor. They may have superior technical knowledge than yours, but if what they build for you does not align with your needs, you’ll end up with dollars spent on something that’s not designed to meet your business’ goals.

Your Marketing Agency’s Data is Incomplete 

Understanding the behavior of your website visitors is crucial1 to gaining insights into your web traffic. Simply counting page views does not provide a complete picture of your audience. It would help if you tracked how visitors interact with your landing page or website2 to understand their journey and behavior better. This information can help you optimize your website or landing page user journey to increase engagement and conversions.

To track keywords effectively, it’s not enough to just look at monthly search volume. You need to take into account various factors, such as the keywords used by your competitors, and what keywords show the searchers’ intentions to buy rather than who are casual browsers, the popularity of certain keywords in your location, your ranking among your local targets, and how hard it is to rank for a particular keyword.

Looking at all this data in a report can be overwhelming. At our agency, we understand the importance of breaking it down for our clients in simple terms. Simply saying, “Your web traffic is up 10% this month,” might be a good start, but not understanding the nature of that traffic or the behavior of the visitors is unacceptable to us and something that no business should accept as an overriding analysis.

All the digital touchpoints don’t align

Maintaining consistency in messaging, branding, and tone across various digital marketing platforms has become one of the biggest challenges for businesses in 2024. With a plethora of platforms at their disposal, including social media, website, and business listing pages, it has become increasingly more work for businesses to maintain a coherent message. Seeking external help with marketing can add significant value by streamlining the message and ensuring consistency across all platforms.

A common issue we often encounter is when a brand’s social media has a particular voice and tone, but the associated landing page or company website has a different tone. This inconsistency can make it difficult to persuade potential customers to convert. Another mismatch is often found in the written descriptions. The brand voice, or even how the company positions itself, sounds significantly different amongst the different platforms.

Websites have been around for a longer time than social media and apps. Consequently, many people may perceive websites as outdated, while they spend a considerable amount of time scrolling through social media and watching social media reels. As a result, many companies tend to neglect their website as a branding tool. However, for businesses intending to establish themselves as credible institutions, having a robust website is critical. Your website should be an easily understandable, cohesive, and welcoming landing page for potential customers. It can help build trust and attract the right clients to your business. For many of your ideal customers, the website is the last stop before they approach you. Therefore, it must perform its job effectively.

One of the most common mistakes made by companies is trying to run conversion advertising through paid ads with misaligned landing pages. Creating an attractive ad that will generate clicks will not necessarily lead to customers actively entering your sales funnel. Whether it is paid social media advertising or paid Google ads, if the landing page does not match the message conveyed in the ad, it will hinder the momentum of the client journey. Therefore, it is important to ensure that your landing page is aligned with your ad’s messaging to achieve the desired results. Landing page experience is in fact a stated criteria for Google Ads.

Not putting the optimization in SEO

From our experience, only a handful of web development companies are truly putting the optimization in SEO. While a website may meet the Google Core Vitals criteria on desktop, we have found that many websites do not perform well on mobile devices, which account for over half of the world’s web traffic. This can limit a firm’s ability to dominate SEO. If your company only requires a basic website that serves as an extension of your business card, you may not be too concerned about your website’s performance. In such cases, we hope you didn’t pay much for the website because with the current technology, most businesses can create their own basic website rather easily. However, if you want your business to grow and expand, it is important to have a website that performs optimally on both mobile and desktop, achieving elite levels of performance with Google’s Core Vitals and Page Speed, not just on the homepage, but across all pages. Where many digital marketing agencies fall short is that they may report that the homepage meets the Google Core Vitals criteria on desktop, but they do not check whether the rest of the pages pass too. Additionally, they may not check whether all the pages pass on mobile devices as well. This is another instance where the agency fails to provide you with a complete picture with the data they are providing.

Overlooking Emotion in Website Headlines and Subheadlines

In the digital marketing landscape, the art of creating website headlines and subheadlines often falls victim to an overemphasis on SEO optimization. While targeting the right keywords is crucial for search engine visibility, a sole focus on this aspect can strip these elements of their true purpose: to connect emotionally with the reader. Headlines and subheadlines serve as the first, and sometimes only, opportunity to engage visitors, yet they are frequently crafted with more attention to search algorithms than to the human emotions and curiosities they should evoke.

Effective headlines and subheadlines should do more than simply incorporate keywords; they must capture the essence of the content in a way that resonates with the reader’s desires, fears, and aspirations. They should intrigue, challenge, or reassure, compelling the visitor to delve deeper into the website. The emotional appeal is what transforms a casual browser into an engaged reader and, ultimately, a loyal customer. When headlines and subheadlines are reduced to mere vessels for keywords, they lose their power to captivate and connect, resulting in a missed opportunity for businesses to make a meaningful impression.

This oversight can be particularly detrimental in a crowded online space, where users are bombarded with information and choices. A headline that speaks to the reader’s emotions, aspirations, or challenges stands out and creates a moment of real connection in the digital noise. It’s this connection that can convert a visitor into a follower, client, or advocate.

While SEO is undeniably important in the digital marketing ecosystem, it’s crucial to balance this with the emotional intelligence that speaks directly to the human experience. By infusing website headlines and subheadlines with emotional appeal, businesses can create more meaningful and memorable interactions with their audience, paving the way for deeper engagement and loyalty.

Conclusion

In today’s digital world, it’s important to choose the right partner for your digital marketing needs. The Right Path Marketing is a Boston-based company that offers digital marketing services across North America. We focus on avoiding common mistakes and ensuring that our clients’ investments drive tangible results. Our approach is holistic and our team is dedicated to understanding the essence of what truly connects businesses with their customers. We believe that choosing a partner who speaks the language of your brand and understands the digital landscape is crucial. Our commitment to excellence and strategic insight makes us the ideal partner for businesses looking to make an impact online.

(1) 3 Benefits of Using Google Analytics for Your Business – Justprintcard.

(2) Find Mailchimp Data in Google Analytics | Mailchimp.

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