Do you make these digital advertising mistakes?

Each month, Inman’s digital advertising team runs over 400 campaigns on behalf of our advertisers. And the team sees everything from well-executed campaigns to, well, not so much. That’s why we’ve decided to take all the mistakes, mistakes, and opportunities we’ve seen over the years as a helpful guide for your next campaign.

1: Ads are too general

The powerful part of digital advertising is reaching a target audience. And when you advertise on Inman, you know exactly whom you are targeting: the best real estate agents and brokers who invest in your business by reading news and stories about Inman.

2: Ads contain too much text

It’s an understandable temptation to use your digital ad to communicate too much with your audience. But advertisements are meant to be the beginning of a conversation, a provocation that provokes a response. Busy ads are hard to see and will repel your prospect, not to mention the negative impact on your brand.

3: Don’t use animations or videos

Static ads are everywhere you look. So try an animated GIF or even a video if you want your ads to appear and stand out. All the ad space on Inman.com can be used for animation, and there are simple programs for creating GIFs available. Inman also has a powerful precedent for its video ads, allowing the brand to engage with audiences in exciting ways.

4: I’m not trying to advertise

Running a digital campaign on Inman can do more than just drive demand. You can learn more about your brand – which posts work? Which call to action works best? You can also test static ads instead of animated ads. Inman’s digital team will help you fine-tune your campaign based on what works best so your most important ad is always on the air.

5: landing page not useful

As mentioned before, digital advertising is the start of a conversation. Your ad needs to perform emotionally with a promise. And if you send the visitor to your homepage as soon as they click on the ad, you’re not slowing down your side of the conversation.

Custom landing pages are part of the sales funnels and continue the conversation initiated by the ad. It should be simple, clean, and clear. And the conversion element, perhaps some kind of application form, should be easy to find and not buried underground.

6: no CTA

Most people understand, of course, that it is possible to click on digital ads. But that doesn’t mean we don’t want to tell you what to do. Your call to action is just that: advice from potential customers on what to do if your message attracts them. It’s also psychological because while the entire ad is clickable, people go to the “button” image.

7: Do not provide ATMs

Marketing is measuring. The hard truth is your business will waste money on advertising if you don’t keep up with performance. And that offers more than just the landing page URL. You must provide UTM (or another ad provider).

Mistake 8: Providing poor customer service

Most people don’t associate customer service with marketing.

There is an important correlation between these two sections.

Customer service representatives also need to understand your marketing plan.

If consumers have any problems or questions, the customer service team can answer them in a way that fits your marketing goals.

8: Provide below-average customer service

Most people don’t associate customer service with marketing.

There is an important correlation between these two sections.

Customer service representatives also need to understand your marketing plan.

If consumers have any problems or questions, the customer service team can answer them in a way that fits your marketing goals.

9: don’t set goals

Marketing professionals need to set goals.

Realistic goals.

Create short and long-term goals for your business.

What do you want to achieve? How do you plan to get there?

Once you have answered these questions, you can start planning your marketing strategy.

10: don’t advertise your website

It shouldn’t matter.

But many marketers don’t promote their sites.

Having a great website isn’t even half the battle.

How do you attract customers here?

How to avoid this digital marketing mistake

Make sure you set SMART goals when you start a campaign. SMART objectives are:

Specific: Goals should focus on achieving a specific action, whether it’s clicks or leads.

• Achievable: Goals should have digital marketing goals that you can achieve. Think about what you want to achieve and where you ultimately want to be and set achievable goals.

Realistic: A charity must respect budgetary and resource constraints. Do not try to invest more than your staff or staff can handle. If you hold regular meetings to reconsider the progress of your goals, it will be realistic and achievable.

• Time-sensitive: Goals must have a time limit. When deadlines are set, your team is on track and motivated.

Take the time to determine which key performance indicators (KPIs) best suit your goal.

Track your KPIs with Google Analytics throughout your campaign. Your KPIs help you measure the return (ROI) of your campaign.

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