Businesses around the world are increasing their digital marketing investments as it is an effective way to increase lead generation and sales. By 2023, it is even projected to reach a global spending of $146 billion by marketing departments alone. Despite the benefits of digital marketing, several businesses are simply burning through money and not achieving the desired results. This can cause long-term damage to your business. Here are some of the common mistakes that every marketer should avoid.

Here are some of the common mistakes that every marketer should avoid:

1. Not Having a Clearly Defined Audience
Some business owners believe that a net wide way of expanding the market and reaching more customers will bring in greater revenue. But this approach has its flaws as it deters them from deeply understanding their actual prospective customers and their buying patterns. The best approach is to segment your market into different customer types such as demographically and talk to them via social media to know what they are interested in, either through forums, surveys or polls.

2. Focusing on the Number of Followers
When it comes to social media, no company wants to have less followers. However, a high number of followers doesn’t always lead to greater success. In this case, the right type of content always leads to more engagement than a competitor only focusing on their following. Therefore, it is important to create engaging and original content that caters to the audience and organically grow your brands social media accounts.

3. Campaigning Without a Strategy

According to the Content Marketing Institute, only 32% of marketers have a content marketing strategy. The lack of vision is a grave digital marketing mistake made by all types of businesses. This can make the campaign difficult to manage and measure. Therefore, it is important to set SMART goals and outline the tools to track your progress. This will help you view your results and fine-tune your strategy for greater rewards and success of the campaign.

4. Reckless Spending On Paid Ads
The Association of National Advertisers state that only 25% of the money spent on digital ads find the right people. With PPC marketing available on platforms such as Instagram and Facebook among others, you can grow your traffic and conversations in a rewarding way. However, without a solid marketing strategy, this process can come at a cost. Before you make this mistake, it is necessary to target your ads among different age groups, interest, income levels and other categories that suit your product or service and test out different formats to find a suitable strategy.

5. Lack of Visuals on Posts
Having superior content and visuals can help to captivate the audience’s attention online. If you were to have a business page with sponsored posts and the images were poor quality, then people would click off your website even if the product you’re offering is innovative and useful. Therefore, the quality of the image, website layout and content should be perfect for the customer.

6. Expecting overnight results
Digital marketers often get demotivate when they don’t see results immediately from their campaigns. However, it must be noted that SEO practices usually take effect after 2 months or more while ads can take up to a week to gain attraction.

7. Not using case studies as stories
According to a study, 60% of Business-to-Business buyers look for testimonials. This is one mistake to avoid as case studies are quite powerful in lead generation and can drive buyers to purchase your products.

8. Over promoting your brand

Being overly promotional can sometimes be a turn off and drive customers away on social media. It is important to highlight the brands unique selling points but also focus on building online relations through content that the audience needs.

9. Not having an objective
When it comes to digital marketing, it is important to set a budget and align your objectives with your business goals. These goals should be measurable, timely and realistic.

10. Using every social media platform
Brands often stretch themselves across many social media platforms and promote their products. However, some do not dedicate enough time and resources equally which makes leads to less positive efforts. Therefore, brands should create a roadmap and strategize to gain the greatest ROI for their company.

Now that you know some of the key mistakes that digital marketers make, you can try and test out each of these recommendations yourself to see if it makes a difference to your brand.

A study by Smart Insights revealed that 49% of businesses do not have a well-defined digital marketing strategy. This could be the main culprit why you’re getting low conversion rates, poor sales, or struggling on social media. And yes, it’s really frustrating when you’re not getting the most out of your marketing budget.

Read this post to explore on the digital marketing strategies that can help you stay ahead of the competition and increase your ROI.

1. Be clear and straight to the point.

If there’s a lot of links on your product page and you don’t have a clear call-to-action (CTA), chances are the buyers will just get confused or annoyed and leave your site. In short, you will lose the sale. Your CTA button e.g. BUY NOW must not be surrounded by other different links.  These unnecessary or inappropriate links will drive customers away from the sale.

So, use a clear, highlighted call-to-action button that can easily catch the attention of buyers. Ideally. CTAs are placed above the fold, in the middle, and at the bottom of each page.

2. Incorporate your social media sites into your eCommerce.

Your goal is to gain interested followers in social media to convert them into paying customers. You need a considerable amount of time to gain organic followers and see tangible results. Your social media marketing efforts will pay off eventually with consistency, building backlinks, and using SEO to increase traffic.


As of the first quarter of 2020, there are more than 2.6 billion active users on Facebook monthly making it the world’s largest social network. You can use Facebook ads and micro-target your desired audience. You can segment them based on demographics, interests, age, location, languages and many other filters. You can also find new leads, create custom CTA buttons, and get analytics reports on your ad performance with this feature.


 You can set up Instagram Shopping and then integrate your products catalogue with your profile. Through this, you can promote your products in Instagram through your posts and in the Shop tab on your profile.


YouTube has also more than 2 billion users worldwide which makes it an ideal social media site to promote your eCommerce and generate leads. A lot of businesses are already using YouTube to help boost their businesses. You can post valuable content like product reviews, new product launching, explainer videos, and cross-promotions.

3. Pay attention to your email marketing.

Optimizing your email campaigns is an essential part of your digital marketing strategy.  Many businesses are still underestimating and overlooking the power of email marketing which could have helped them in increasing their conversions and sales. According to a research by McKinsey & Company, email marketing is up to 40 times more effective compared to social media. The study also showed that the buying process in email marketing happens 3 times faster than in social media.

You can optimise your campaigns by sending welcome emails, providing tips and relevant information, sending discounts and coupons, asking for feedback, and sending wishlist reminders.

4. Product Reviews

Product reviews boost the credibility of your products that’s why adding customer reviews on your product page can significantly boost your sales. A research done by Bazaarvoice Network showed that a single product review can lead to a 10% sales increase and 200 reviews can lead to 44% sales increase. This just proves that many consumers trust the opinions or reviews of other consumers who already purchased similar items.

5. Personalize your eCommerce service.

Personalization sets you apart from your competitors. Giving your customers a unique personalized experience is like giving them a special treatment online. This catches their attention, making them choose you over the others.  You can make use of the personal data of your shoppers and address them by their names while they are browsing or offer products based on their interest. After shopping from your site, stay in touch by asking for feedback, promoting new products, sending birthday greetings, and offering exclusive discounts to keep your shoppers engaged.

It is best to have a dedicated and experienced team to help you implement these strategies and make everything work. If you need help in boosting your eCommerce business, you can contact us and we’ll create an individualized marketing plan for your specific needs.