VP of Marketing and Growth
Yeah you know the story, we’re all running so fast trying to jump on the speeding train that is digital marketing, that we occasionally leave our valuable luggage at the station. Yes, it is essential, truly critical to test (constantly be testing) the latest trends in your field, pushing the boundaries and learning new things; but this, this is just a humble plea to ask that marketers ensure they get the basics down solid first. Our cred is on the line people.
- Amplifying content with negative comments Even the most beloved brands occasionally have customer service issues, annoyed commentators, competitors or worse yet, are getting hit by internet trolls. So if you create a post that garners unhappy comments then please, please do not spend your valuable marketing dollars amplifying that content across social media. Monitor your content! Almost daily I see a Facebook sponsored post that has a string of customer service issues in the comments and the brand continues to pay to boost that post.
- Failing to address bad comments Not only must every brand dedicate a knowledgeable professional to address customer service issues and hate mail in social media channels, but that person (or team) should also be charged with responding to the comments quickly. If a brand has the time and resources to play in the social media world, that brand should ensure that it’s ready to truly engage in those channels and not just broadcast. If your only goal is broadcasting a message, there are other avenues better suited for your content.
- Boring ads for a “fun” (lifestyle) brand The experience that your service or product offers starts with the very first interaction with your brand and that first interaction is often an advertisement. I see a lot of lifestyle brands that don’t integrate their brand voice or personality into their marketing. In many cases running a rich media or interactive ad does not cost more than a flat, basic ad. A fashion brand for example, should make the experience of the ad cohesive with the feeling of owning or being a part of that brand. Running a banner that has a flat image of clothing without context and without interaction, is missing a huge opportunity to engage potential customers in those first “moments of truth.”
- Landing page mismatches Another common issue that’s destroying conversion rates everywhere is a landing page experience that confuses the person who clicked on the ad. This occurs often across banner, video and email campaigns. The content and image advertise a specific product, special offer or current sale and the LP is your homepage or a general LP that asks the consumer to search to find what they clicked your ad for in the first place. This happens when companies use the same landing experience for all of their campaigns.
- Stalking people is not OK Some companies forget to set a frequency cap on the number of times someone will be exposed to an ad. In other cases, an organization may not be using a universal ad server to set these caps so different campaigns may be hitting the same person, endlessly. Determine the number of exposures you need for your target ahead of time and make sure you don’t exceed that or you’ll most likely be wasting marketing dollars and potentially annoying your base. On a related note, don’t forget to include an opt-out pixel on the conversion page so that you no longer target that same person online for something they have already purchased- sell them something else!