What Not To Do When Planning A Killer Digital Strategy

Even seasoned marketers make mistakes. After all, it’s a fast-paced, ever-changing line of work that requires constant monitoring and adapting. We’re bound to miss something every now and again. That being said, there are a few universal “pitfalls” every marketer and business owner should keep in mind to avoid seriously derailing a digital marketing campaign. Let’s discuss seven of the most common digital strategy mistakes.

Digital Strategy Pitfall #1: Focusing Too Much On Individual Tactics Instead Of Overall Strategy

One of the most common mistakes is jumping straight into tactics without understanding the bigger picture. It’s very easy to get excited about new tools and trends and want to implement them right away. While we do encourage you to research the latest and greatest (more on that later), you also need to make sure that shiny new tool is relevant to your overall business goals.

Every campaign needs to start with a clear, strategic framework that connects digital strategy efforts back to broader business objectives. Too many businesses jump right into social media ads or influencer partnerships without first defining how these efforts will drive measurable growth. Tactics should always be a means to an end, not the end itself.

Before you settle on any tactic, make sure you have mapped out end goals for the campaign and ask yourself how a particular tactic will help you achieve those goals. 

Digital Strategy Pitfall #2: Not Using Data (Correctly Or At All)

Businesses have access to more data than ever before, but you have to actually use it (and use it the right way) for it to help you. Business owners that don’t have a data analytics strategy cannot hope to stay afloat in a culture that is driven nearly entirely by technology. 

While anecdotal evidence and business owner instincts definitely have their role to play, data has got to be part of your digital strategy as well. If you’re unsure how to go about it or which metrics to track, hire someone to help you. It is an investment that is well worth it. At RCG, we love helping our customers make the most of their data. We’ll streamline the process so you can focus on your customers while we translate the metrics. 

Don’t be intimidated by data–use it! Real-time insights help you make truly informed decisions. 

Digital Strategy Pitfall #3: Not Defining KPIs That Reflect Real Business Impact

If you are comfortable monitoring your own data, be sure you are tracking the numbers that are most meaningful for you. Many of us caught up in “vanity” metrics such as likes, followers, and impressions. If an increase in these metrics was your goal, then great! Generally speaking, however, you will want to track additional KPIs that tie directly to business objectives like conversions, sales, and retention. 

Reframe your KPIs to reflect measurable business outcomes. For example, instead of tracking social media engagement, focus on conversion rates from social traffic or cost per lead. Use customer lifetime value (CLV) as a more meaningful metric, and closely monitor your cost per acquisition (CPA) and sales funnels. Again, a professional marketing firm like RCG can help you choose the KPIs that will benefit you the most. 

Digital Strategy Pitfall #4: Overlooking Parts Of The Customer Journey

We’ve just discussed the importance of monitoring specific KPIs that tie into things like conversions, but this doesn’t mean you should ignore other aspects of the customer journey. Many business owners focus on one specific outcome for their customers, like engagement or a sale, without considering when, why, and how they got there. If you don’t understand this, how can you hope to replicate it for another customer?

Take the time to research and thoroughly understand how your customers move through the journey from awareness to post-purchase loyalty. Once you get good at it, you’ll find opportunities you may have missed otherwise, like upselling or the chance to retain a customer for a repeat purchase. 

This woman went shopping on her laptop but decided to make a purchase through her phone. Why? How can you use this information to tailor the experience to other customers like her? 

Digital Strategy Pitfall #5: Failing to Personalize Across Channels

Personalization is often limited to just the email inbox or product recommendations on the website. But customers have come to expect a personalized experience at every stage, from the time they click your social media ad to post-purchase communication. 

This is another step where data can be invaluable. Leverage your CRM software and marketing automation platforms to create a personalized experience across all channels. The more data you can capture and act on, the more relevant your messaging will be to a potential customer, a new customer, or a repeat customer. 

Digital Strategy Pitfall #6: Not Allocating Enough Budget for Long-Term Growth

It can be all-too easy to get swept up in short-term campaigns that promise quick returns (looking at you, Google Ads). But what about long-term growth? That takes serious, ongoing effort. Without consistent investment in content, brand building, and SEO, businesses often plateau after the initial push.

Ultimately, you want to try to balance short-term gains and long-term growth. While it may be important to drive immediate sales, long-term visibility and customer loyalty are just as important for sustainable growth.

Be sure to always allocate a portion of your budget to long-term strategies, including SEO, content marketing, and customer retention programs. Building your brand’s authority and trust over time will yield better results in the future, while also supporting short-term revenue goals.

Digital Strategy Pitfall #7: Failing to Evolve with Changing Trends and Technology

Digital marketing is never set-and-forget; there is always something changing. New platforms emerge, algorithms shift, and customer preferences vary. What worked six months ago (heck, even six weeks ago) may no longer be relevant today.

A flexible mindset and a willingness to learn is key to a successful digital strategy. New tech and trends can be exciting opportunities to grow your customer base, but we understand it can also be overwhelming. This can lead many businesses to fall into the trap of sticking with what’s always worked rather than implementing the latest tools. But we urge you to make time for new ideas and strategies. Regular brainstorming and ideation sessions with your marketing team can help you stay ahead of the curve.

Digital Marketing Strategies in Omaha 

At RCG, we recognize that many business owners simply do not have enough hours in the day to implement and monitor a successful digital marketing strategy. We’re here to help! Our expert marketers can help you develop a campaign that aligns with your unique goals. Call or go online today, and let’s get started!  

Content Authenticity Statement

This content was generated by a human author, with a catch. AI helped with grammar and proofreading. The final edit is our point of view. If you’re interested in how it was made, reach out and we would be happy to walk you through the process.