Digital Marketing Mistakes Even Enterprise Businesses Make

Christopher B. Jones is a serial entrepreneur and investor. Chris is the founder of the 2020 SEO Agency of the Year Finalist lseo.com,

Digital marketing can be a daunting task even for large enterprise businesses. The Internet is an ever-changing landscape of apps and algorithms, a Wild West of infinite opportunities, but also infinite challenges.

As things change, there are some pitfalls that are always present, no matter how big or small your business is. But with evergreen problems come some evergreen solutions.

Here are some of the biggest digital marketing mistakes that even enterprise businesses make and what you can do to avoid them.

no game plan

If you want to be successful, you must have a game plan. Duration.

This is true for any type of business engaged in digital marketing, but it is especially important for enterprise businesses. The biggest mistake any entrepreneur can make when it comes to their digital marketing strategy is to assume that “if you build it, they will come.”

The truth is, if you only build it up, it’ll just sit there and do nothing. Maybe some people will come, but in the end, no one will notice and no one will care until you figure out how to generate brand awareness.

So, ask yourself: How are you going to do this? What is your marketing budget? What are your long term goals? Which image do you want to fashion for yourself? Which audience do you want to appeal to? Last but not least, how do you reach that audience? The answer to these questions is how you begin developing your game plan.

delete old content

Back in ancient history – the year 1996 AD – Microsoft founder Bill Gates wrote an essay whose title has since become the unofficial motto for digital marketing professionals: “content is kingIn it, Gates said this:

If people are expected to turn on the computer to read the screen, they should be rewarded with deep and highly up-to-date information that they can search for as they please. They should have audio and possibly video.

He was right then and is still right today. What sets digital content apart from traditional marketing formats is its interactivity and multimedia capabilities. Creating impressive content requires the use of hyperlinks, images and timely information. Otherwise, it’s just not up to snuff.

However, that doesn’t mean you should start removing old or poorly performing content – ​​which can totally wreak havoc on your SEO.

Think of your digital marketing strategy as a building, with your content being the beams and bricks that hold it together. Just because a piece is rusty or torn doesn’t mean you should remove it; Anything that does damages the integrity of the entire structure.

Instead, update its information. Reframe your keywords. Add multimedia elements. Think of ways to refresh your old material to give it new life.

quality over quantity

With my previous point, let’s talk about quantity vs quality when it comes to digital marketing materials. If your business is growing, your digital marketing will also be growing. If your online presence is declining, such as your content production, it is a sign that something is wrong.

That said, more content doesn’t automatically equal better marketing. Especially not when that material is of low quality.

The biggest thing that low-quality content forgets about is relevance. Many new venture businesses try to game the system by filling the Internet with off-site content that has lots of backlinks but little else. They feel that having more backlinks will not have any substance behind them, which will help them increase in search rankings, so they cut corners to create more and more content.

The idea that the content overestimates is a common SEO myth. Search engines take into account not only how many times your website is linked, but also the context in which that link appears. This includes the credibility of the site/page to which the link is, how relevant users find the information and how natural or unnatural the placement of the link is in the content.

Like many things in life, it is important in digital marketing to find a good balance between quality And amount.

The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.