The COVID-19 pandemic changed the way we do digital marketing. Before the pandemic Google had an average of 3.6 billion searches per day, which skyrocketed to 3.6 billion searches per day 6.billion after March 2020. This new social context, together with the major changes that Google has introduced in its search algorithmsnew technologies such as blockchain or Artificial Intelligence, have made professionals have to adapt and evolve.
Not publishing consistently or favoring quantity over quality in content are common mistakes in digital marketing.
First of all, it is important to know what the new habits of Internet users are like. In this sense, as a result of the pandemic, organic and SEO traffic has grown by 100% compared to social traffic, which means that search engine optimisation is more important than ever. In order not to get lost in this new context, these are some of the most common mistakes in digital marketing to avoid:
-Not being consistent: One of the basics of blog visibility is to publish content regularly. Publishing content consistently not only improves organic traffic, but also increases the creation of leads and attracts new followers, thanks to other readers sharing this content on their social networks.
-Not proofreading what you post: Not only do you have to post a lot of content periodically, you have to post quality content. In this sense, it is important to review what you publish before publishing it to make sure it does not contain grammatical, spelling and syntax errors.
-Quantity versus quality: It’s true, content marketing today requires you to publish a lot of content. However, don’t make the mistake of publishing quantity over quality. Publishing a lot of low quality content will not help SEO, on the contrary, it could end up hurting positioning and visibility. In this sense, if the articles are well written, but are boring or their content lacks interest, they will also end up hurting the SEO, as users will not click on them or will leave before reading them.
-Not doing SEO: With the continuous changes in Google’s algorithms, it is more important than ever to have a healthy SEO to position a content. Beyond the SEO OnPage, we must take into account quality factors such as EAT and also usability factors such as Core Web Vitals.
-Social Networks: Although social traffic can’t compare to search engine traffic, social networks are still a showcase for any user looking to generate visibility. In addition, they are free promotional channels, which allow you to get your content in front of other users quickly and easily.
-Email: Many users ignore email marketing, believing it to be old-fashioned or ineffective, and this is a mistake. Every day almost 400,000 million emails are sent, so a well-planned email marketing campaign can make a difference, increasing the sales of a product.
-Not knowing how to diversify: In digital marketing it is especially important to know how to diversify strategies. You should not focus all your efforts on social networks, nor should you do it on the blog, or on the YouTube channel. The ideal is to have a different strategy for each channel you are going to work with. In this sense, you must first choose what those channels will be and then work on them separately.
-Not having clear objectives: 56% of companies whose digital marketing efforts have been successful had a documented strategy, with clear, specific and well-defined goals. To do this, you must first create the objectives, then define an audience, create a list of keywords based on this audience and understand what kind of content they need. It is also necessary to know what channels they use and publish on them. Finally, once published, you must analyze the performance to see if it has worked or not.