As a well-respected digital marketer, Nicholas Bereznai of Durham is often asked how he can produce results for his clients. Nicholas Bereznai credits most of his success to the lessons learned from failure. Because digital marketing is not an exact science, digital marketers must be willing to learn from their mistakes quickly. Today, Nicholas Bereznai of Durham will touch on some of the most common reasons digital marketing campaigns fail in hopes that more people can avoid these common errors.
Unrealistic Goals Due to Budget Restrictions
Even the best digital marketers can’t work miracles. After accumulating success, Nicholas Bereznai believes he was too confident that he could overcome budget restrictions. For instance, if a digital marketer does their research and finds that the best way to generate leads and sales is to run ads either via Google Adwords or social media ads, and there’s not enough money to invest in those ads, the campaign is doomed from the start. Even if a campaign ad performs well out of the gate, a meaningful impact often takes months to see. Smaller budget campaigns should an understanding that they are probably looking at months before they see a return on their investment. It can be difficult for a marketer to preach patience to a company that is only able to spend a certain amount of its budget on marketing efforts.
Nicholas Bereznai on Too Many Objectives
Zeroing in on a single goal will always lead to a more successful campaign than a campaign that is scattered. Without identifying the primary goal with a client during the kickoff stage of the campaign, it becomes much more difficult to produce reporting that shows proper progress. For instance, if the main goal is to gather as many qualified leads as possible, the results are clear. It won’t mean much to a client that their website traffic is up or their link profile is growing – if they don’t see an uptick in leads. Nicholas Bereznai believes a clear goal is essential in charting a course of action and ensuring that he isn’t wasting his time on marketing tactics his clients could not care less about.
Your Content Stinks
Strong content is essential in every digital marketing campaign. While many marketers only prioritize content when working on an SEO campaign, content is invaluable for ads as well. Unclear calls to action won’t deliver results. Any content read by the target audience should be clear, concise, and add value. When there’s a primary call-to-action that leads the viewer exactly where they expect to go, it will lead to sustained success. If a digital marketing campaign is updating content on the website, the content better is authentic and unique. Not only can duplicate content issues tank a website’s ranking, misspellings, and grammatical mistakes can tank a brand’s reputation. Digital marketers in the modern era are often tempted to use AI services to generate content. There can be cost savings upfront when going this route, but it is also a great way to tank a project in the long term.
The Client’s Business isn’t Ready to Handle Additional Leads
Nicholas Bereznai of Durham believes that the best marketing campaigns succeed because a partnership is established with his clients. If he does his job well and increases brand awareness or drives the target customer to the door, he needs to know that the client is ready to handle the influx of new business. One thing Nicholas Bereznai will always check is the online checkout experience offered by his clients. If it is wonky or confusing, it can take a second or two for a potential customer to close the browser and find a competitor. Likewise, if the goal is to bring more calls to a sales team, they must be ready to handle those calls. A lack of sales reps to pick up the phone can tank a campaign, no matter how great the digital marketing tactics may be.
