The Big Five Digital Marketing Mistakes that SMBs Make
05 Aug, 2020
We were thrilled to find out that so many of you enjoyed our article on big mistakes made by major corporations in Digital Marketing, it was also great to hear that so many readers wanted to read more about the types of mistakes they, as small businesses, are making. Afterall the point of rankingCoach is to empower SMBs, and if you don’t know when you are getting things wrong, how can you get them right? So this week we are looking at the big 5 Digital Marketing mistakes SMBs make.
1# Building A Site Without Digital Marketing in Mind
Whether an SMB is building their own website from scratch, with a site builder, or using a marketing agency, it’s vitally important to remember that a smart looking website has no value if no one can find it. Any site that is built without Digital Marketing in mind will need to have changes made to it later to optimize for core Digital Marketing activities such as SEO, Local Marketing and Social Media Marketing.
The first thing SMBs who are building their own website can do to make optimization easier is to make sure they choose a well made and intuitive Content Management System (CMS). Creating an effective Digital Marketing strategy for a business is not as simple as creating a website, putting it online and forgetting about it. Optimization always involves adding and making changes to a site’s content, meta descriptions and sometimes even it’s structure. Having a CMS that is easy to use with plenty of resources to guide you through optimization will ensure that you can easily make all the required changes needed to provide your site with the best Digital Marketing strategy.
If you need help with managing and implementing a Digital Marketing strategy, rankingCoach 360 can do this for you, analyzing your website and CMS and telling you exactly how to optimize your site with step by step video tutorials. rankingCoach makes Digital Marketing with any of the following CMSs easy.
CMSs recommended by rankingCoach
GoDaddy Website Builder
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SMBs employing agencies, to create their new site for them, need to feel confident that the agency they are using is offering the right service. Before work begins on a new website, the owner should already have a plan for Digital Marketing in mind. If the agency is also implementing Digital Marketing, the SMB needs to pay close attention to the terms of the service agreement they make with the agency. They should also make sure that management of this Digital Marketing strategy is included in the site’s monthly running fees;having to pay an agency every time you need to make a change to the site for Digital Marketing can prove to be really expensive.
If the SMB are planning on doing the Digital Marketing themselves they must also make sure that the website has a user friendly CMS at its core, and the site designer will be patient and understanding enough to show them the ropes when it comes to handover time.
#2: Not Connecting Marketing Channels
It’s important to remember that as the number of Digital Marketing channels grows and grows, each new channel that an SMB opens up needs to serve a purpose for their overall marketing strategy. Everyone knows that the purpose of creating multiple channels on Social Media is to create greater engagement with a brand and its products, but it’s important to focus on the right kind of engagement and not fall into the trap of treating these channels like personal Social Media accounts. It’s not just about engagement it’s about the purpose of engagement. If you are telling a story on your Social Media that supports narrative objectives of your brand, and it gets a lot of clicks then great, but if you are making lunchtime posts of what you are eating and not getting many clicks, you shouldn’t be thinking about changing what you are eating you should be asking yourself what posting a picture of your Lunch Burrito is actually trying to achieve.
Your multi-channel approach should also have a directional momentum. If you are targeting customers with Social Media but selling to them on your site, you need to structure your content so it gets users off Social Media and onto your site. Otherwise your marketing activities are doing more work for the Social Networks than your business. Creating a blog on your website and publishing it on your Social Media with links that users can click through to the content is a great example of this approach in practice. Another way to create this current in your channels is ensuring that all your Youtube videos have descriptions encouraging the viewer to visit the business’s site as well as calls to action in the video itself doing the same.
#3 Neglecting Review Platforms & Social Media
Considering the growing importance of Digital Marketing, SMBs are right to establish a Social Media presence but this is not something that can be created and left. These channels may be a great place for making connections, collaborations and driving traffic to your site but they are also a crucial channel for customer service. Many customers who have questions or issues with products use these channels to voice their complaints. This means Social Media channels and reviews sites need to be monitored. If SMBs do this manually, they need to check these channels on a daily basis. Taking your eye off these channels for months or even weeks can result in a buildup of negative comments, bad reviews and unanswered questions, all of which will be driving customers away without the business owner even knowing.
#4 Not Claiming Your Google My Business Page
With so many businesses offering unusual and irregular services lately, I have spoken to more than one SMB owner who could not understand why their business was listed as closed on Google when they had changed their opening hours on their website to say they were open. People who have had this problem need to understand a little bit more about how Googlebot works. Google does not immediately update any changes made on a website in it’s search results. Googlebot has to find and index these changes. Considering that Googlebot is doing this with almost every website in the world, it’s impressive that it only takes a matter of days for Goooglebot to notice these changes. These important changes will be updated in the Google results much quicker if the user sets up a Google My Business account and claims their listings. This allows the owner to tell Google directly that they have made changes to their opening hours. This is the quickest and most accurate way to update these details on Google.
Claiming your Google My Business listing does require a registration process in which Google checks to make sure you are the business owner. Depending on your profile or type of business Google will verify your business by:
-Sending a postcard by mail
- Verify your business over the phone
- Verify via email
- Using the Google Search Console
#5 Marketing too broadly
The role targeting plays in Digital Marketing is drastically different to the role it played in more traditional methods of marketing. SMBs that previously may have marketed locally to thousands of people are now advertising in channels that are seen by billions. This is especially important for activities such as SEO and SEA where search engines play a big role. SMBs don’t just have to think about what their customers want, they have to think about the words they use to find the things they want.
A common mistake of SMBs is chasing broader keyword terms for SEO and SEA that may get more clicks but won’t get enough of the right kinds of clicks, these are clicks from the kinds of customers who are most likely to buy a business’s products. For example, a budget retailer who sells party supplies may pay more money and get more clicks for Google Ads with the term party supplies but the less expensive term ‘cheap party supplies’ will get less clicks but more conversions overal; as more people using this term will be interested in the types of products the site owner sells. SMBs need to remember that when they take their business online they open up their business to a whole new world of searches.This creates many more opportunities but also means that a more focused data driven approach will yield far better results. SMBs need to find their niche and hone in on their target audience. Keyword tools like those found in rankingCoach 360, help SMBs to easily find the best value keywords for SEO and Google Ads.
Need help fixing these problems?
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