Upload
marketo
View
3.605
Download
0
Embed Size (px)
Citation preview
8 Biggest Mistakes Digital Marketers Make And How To Avoid Them
Mike TomitaDirector, Online Marketing
Page 2© Marketo, Inc. 05/03/2023
Housekeeping
• This webinar is being recorded – keep an eye out for the slides and recording sent to your email later today• Questions? Type them in the chat box and we will
answer!• Posting to social? Use #mktgnation• There is a brief survey after the webinar
Page 3© Marketo, Inc. 05/03/2023
Page 4© Marketo, Inc. 05/03/2023
1 NOT KNOWING YOUR AUDIENCE
Page 5© Marketo, Inc. 05/03/2023
Page 6© Marketo, Inc. 05/03/2023
What is this?
Page 7© Marketo, Inc. 05/03/2023
What is this?
Motorcycle Street Bike Sportbike Kawasaki Ninja All of the above
Page 8© Marketo, Inc. 05/03/2023
‒ Get an outside perspective‒ Verify your assumptions‒ Use every tool at your disposal‒ When in doubt, test it out
Page 9© Marketo, Inc. 05/03/2023
2 IGNORING SEARCH ENGINE OPTIMIZATION (SEO)
Page 10© Marketo, Inc. 05/03/2023
SEO
The Land of Great Digital Marketing
Page 11© Marketo, Inc. 05/03/2023
SEO Reinforces Best Practices• User and market research• High quality, valuable, and original content• Good website user experience
• Relevant and sharable content • Easy user interface• Fast load times• Cross browser and device compatible coding• Optimized conversion paths• Properly configured analytics
Page 12© Marketo, Inc. 05/03/2023
Page 13© Marketo, Inc. 05/03/2023
‒ Learn the basics ‒ Do a technical audit of your website‒ Create a Google and Bing Search Console account‒ Get to know your development team
Page 14© Marketo, Inc. 05/03/2023
3 OBSESSED WITH BEING #1
Page 15© Marketo, Inc. 05/03/2023
Investment (time/money/sanity)
Retu
rn Xno.1
There be dragons here
Page 16© Marketo, Inc. 05/03/2023
Goodbye sidebar ads…
1 out of 4 chance…
Page 17© Marketo, Inc. 05/03/2023
Page 18© Marketo, Inc. 05/03/2023
‒ Take a step back‒ Use data to guide your strategy‒ Focus on quality and relevance ‒ Optimize for performance, not position
Page 19© Marketo, Inc. 05/03/2023
4 NO SOCIAL MEDIA STRATEGY
Page 20© Marketo, Inc. 05/03/2023
Page 21© Marketo, Inc. 05/03/2023
Video Views per DayVia Bloomberg – As of April, 2016
10 Billion
Page 22© Marketo, Inc. 05/03/2023
VS
Page 23© Marketo, Inc. 05/03/2023
Quantity vs Quality
Paid Search
Social Media
Paid Search
Social Media
Leads Opportunities
+58% +198%
Page 24© Marketo, Inc. 05/03/2023
‒ Don’t underestimate the value of social media‒ Make social media a priority‒ Try more than one network‒ Be patient
Page 25© Marketo, Inc. 05/03/2023
5 USING THE SAME TACTICS ON EVERY CHANNEL
Page 26© Marketo, Inc. 05/03/2023
Page 27© Marketo, Inc. 05/03/2023
Page 28© Marketo, Inc. 05/03/2023
Page 29© Marketo, Inc. 05/03/2023
‒ Plan for each channel individually‒ Don’t be afraid of humor‒ Learn from others‒ Test out different approaches
Page 30© Marketo, Inc. 05/03/2023
6 FOCUSING ON THE WRONG METRICS
Page 31© Marketo, Inc. 05/03/2023
Page 32© Marketo, Inc. 05/03/2023
So Many Metrics…• Impressions• Cost-per-Mille• Click-Through Rate• Cost-per-Click• Conversion Rate
• Cost-per-Conversion• Average Conversion Value• Return-on-ad-spend• Cost-per-Opportunity• Cost-to-Pipeline
Page 33© Marketo, Inc. 05/03/2023
Page 34© Marketo, Inc. 05/03/2023
What are your objectives for each channel?
Page 35© Marketo, Inc. 05/03/2023
Quantity vs Quality
PPC Social PPC Social
Leads Opportunities
+58% +198%
Page 36© Marketo, Inc. 05/03/2023
Quantity vs Quality
PPC Social PPC Social
Leads Opportunities
+58% +198%
Page 37© Marketo, Inc. 05/03/2023
‒ Align your metrics to each channel’s objective‒ Establish “cost-per” thresholds ‒ Evaluate performance from end-to-end‒ Optimize for quality over quantity
Page 38© Marketo, Inc. 05/03/2023
7 TESTING IMPROPERLY (OR NOT AT ALL)
Page 39© Marketo, Inc. 05/03/2023
Page 40© Marketo, Inc. 05/03/2023
What Makes a Good Test?• High Traffic• High Impact• Supporting Data• Research • Goal• Hypothesis
Page 41© Marketo, Inc. 05/03/2023
Page 42© Marketo, Inc. 05/03/2023
‒ Do it‒ Start with a hypothesis‒ Test 1 thing at a time‒ Gather enough data to establish significance
Page 43© Marketo, Inc. 05/03/2023
8 FALLING BEHIND THE TIMES
Page 44© Marketo, Inc. 05/03/2023
Page 45© Marketo, Inc. 05/03/2023
‒ Create a reading list‒ Make time to actually read‒ Set up some news alerts‒ Make it a team effort
Questions?
Thank You!