It happened at least twice this week (and it’s only Thursday of a short work week): I came across two different digital marketing mistakes. One involves email marketing and the other involves content marketing. And I see different organizations making the same mistakes every single week.
These two digital marketing mistakes are common, and yet easily fixable. Take the time to make these fixes today, and I can promise you almost instant results.
Big digital marketing mistake #1: Sending an all-image/graphics email
Even though email marketing is one of the oldest and most useful forms of digital marketing, there are still lots of organizations that make the mistake of sending out emails that are completely image/graphics-based. I just got one last night. It was made up of several images that provided information about promotions at different locations. And I couldn’t see any of the information.
The big problem with these emails is that in most email clients (Outlook, Gmail, etc.) you have to download images in order to see them. So, if your email is made up exclusively of images, your recipients will not see anything unless they specifically click on “download images.” And unless your email subject line is extremely compelling and/or descriptive, your recipients may not take that extra step, and your email marketing campaign will be a waste.
Easy fix: Use images in email sparingly, and make sure the important information (i.e., dates, costs, location, etc.) is text-based.
Big digital marketing mistake #2: Not having a sharing mechanism on your content
Just this week, a lawyer I know shared a link to a blog post his firm created regarding GDPR (the new European data regulation that went into effect on May 25). I checked it out, and thought it would be useful to my network, but when I went to share it, I found that there were no sharing buttons of any type. In 2018, more than ten years into Facebook and Twitter, and 15 years into LinkedIn, there is simply no excuse for not having sharing buttons. Sharing buttons allow your readers to easily share your content to their preferred social media network (mine are at the very bottom of this post if you’d like to share this content).
Social sharing is key to content marketing because it amplifies the reach of your blog post or article or microsite.
Easy fix: Add sharing buttons to your blog and to any other page on your website that a reader may want to share (for example, your contact page). There are many different plug-ins available to do this work for you (ShareThis, AddThis, etc.). You can also read Hubspots’s useful cheat sheet: How to Create Social Media Buttons for All the Top Social Networks. Or simply search “social sharing buttons.”
Have you seen these digital marketing mistakes? Are you making these digital marketing mistakes? I am interested in your experiences. Please comment to let me know.