Avoid These Costly Mistakes with a Digital Strategy
What are the common mistakes when building digital marketing strategy?
Mistake #1. You start with ad placements.
What’s so bad about starting with ad placements? I know that Google ads work, they worked for me at my previous company.
Digital marketing is not about running ads, or doing “random acts of marketing;” it’s about a strategic approach to reach a specific goal by leveraging different media — paid, owned, earned. If you start running ads without knowing what you are trying to achieve, you are wasting your budget, you aren’t connecting with the right customer, and you aren’t reaching your goals. Then, the conclusion is made that a specific channel 'doesn’t work.' But in reality, that logic is usually flawed. In the big picture, these kinds of snap judgments are detrimental to your strategy.
The consequence? Once you convince yourself a channel is a failure, you stop looking for the real reasons why it isn't performing—and that’s how you miss out on reaching your audience.
Mistake #2. You create too much or unnecessary content.
Digital marketing is all about creating content on digital channels to connect and communicate with your customer. It is process that requires investment of time and resources. Content needs to be managed properly in terms of content creation, approval, sharing and distribution (i.e. content strategy) and content needs to be governed (i.e. policies and procedures that tell you how content is created, managed, distributed, approved and obsoleted.)
Content needs to fulfil a purpose—to communicate the right information to the right audience on the right channel to support business and marketing goals. Before you start creating content, you need to know “why” you are creating this content.
How do you end up with “too much content or unnecessary content”?
By creating a new creative with a new message for each channel in your campaign without a unified narrative
By creating too many pieces of content for the same campaign. It usually happens without a content strategy in place, without a clear campaign objective and without team alignment (people want different things and request different options).
The consequence? The time and resources you spend on unnecessary things take away the time and resources from things that matter, i.e. your priorities & business goals.
Tired of wasting budget on strategies that don't deliver? Take the Digital Marketing Strategy Course and learn how to build a proven strategy that delivers results.
Mistake #3 You do not set up lead nurturing funnels.
In the marketing world, getting a customer to fill out a form with their contact info—like an email sign-up—is absolute gold. This is called lead generation, and it is the primary reason you invest so much time and effort into your digital strategy, ad creative, and messaging. If you aren't capturing that information, you aren't building a database; you're just spending money on visibility without a way to follow up. Every ad you run and every strategy you build should have one ultimate goal: turning a casual browser into a reachable lead.
A customer who left their contact info is considered a Sales Qualified Lead (SQL) in the world of Customer Relationship Management (CRM). CRM is a system that helps businesses manage customer data and interactions, manage customer relationships with the goal of converting them to a paying customer and later into a product/brand advocate. SQL means a customer is ready to make a purchase.
So, when you customer leaves their contact info to sign up for YOUR product emails, you need to enroll them into your CRM Lead Nurturing Funnel. Lead Nurturing is a personalized series of automated emails sent through your CRM platform designed to gradually educate and engage potential customers. These emails should provide valuable product content relevant to their pain points, needs, beliefs, and ultimately guiding them closer to a purchase decision. This means you need to have a lead nurture program set up before you start running ads with the goal of lead generation.
The consequence? If you do not set up lead nurturing funnels, you are missing out on your customers (and money).
Don’t leave money on the table—learn how to build Digital Marketing Strategy the right way. And we, at MedTech Marketing Group, are happy to help.