3 Major Mistakes In Digital Marketing By Startup In Nigeria
20 Ways To Drive Traffic To Your Website
September 26, 2016
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September 29, 2016

You have reached that limit where even if you take cups of coffee, it won’t change anything because it wouldn’t give you the required energy to complete all of your digital marketing tasks.

You are psychologically fed up in ways you have never imagined in your life and there is still so much things to do. Writing blog, Designing banner ads, Writing the weekly email update, responding to tweets, creating a YouTube video, and joining LinkedIn groups e.t.c

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 Yet the list of digital marketing tasks for your startup continues to grow rather than reduce in size. So far, the list of leads and customers do not keep up with the frenetic pace of your digital marketing.

So many Startups experience all these challenges!



For your Digital Marketing to reach that pace to yield results, also not just for digital messages to reach people but to get awesome, qualified leads, you don’t have to only properly execute your digital marketing tasks, you need to avoid these digital marketing mistakes.

Below are three of the major frequent mistakes in digital marketing by startups, all of them are correctable and fixing any or all of them can have an enormous impact on your digital marketing return of investment(ROI).

Mistake 1: Not Focusing Your Digital Marketing On Business Objectives

If your startup is posting on Facebook, you need to defend why your startup chooses to spend their time and energy on that digital marketing activity from a business perspective. It may be great for your ego that you got 10 shares on a post, but how do those shares actually lead to profit?

Don’t forget that just because you are an amazing tech startup that you are also still in a business.

Just like any other business, the end result for your startup is to get PROFIT. The best way to achieve the end result, which is making PROFIT with digital marketing is to have all of your activities either achieve or move users towards achieving concrete business objectives.

Just like any other business, the end result for your startup is to get PROFIT. The best way to… Click To Tweet

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The most excellent way to correct the mistake of digital marketing without business objectives is to create a marketing channel.

Since not all of your digital marketing results yield sales immediately, this marketing channel will have a series of steps, each one of which is a small business objectives (getting an email address, users filling out forms, etc.) which lead to your ultimate business objective which is usually a sale.

MUST READ:  17 Ways to Increase Traffic to Your Website in 2016

Once you are able to figure out your marketing funnel, you have diverted your mindset towards viewing your digital marketing through a business lens. Use this lens to see what digital marketing activities actually move the needle.

If the digital marketing activity does not move users towards your business objective, you can… Click To Tweet

Mistake 2: Trying To Market On Too Many Channels

So many Startups always attempt to have their presence on every channels and they end up executing them all poorly. Instead of trying to pick a selection of digital marketing channel and making good result from it.

Delving into all the digital marketing channels often don’t yield the required result, focus on one after the other.


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So many Startups always attempt to have their presence on every channels and they end up… Click To Tweet

This is how it happens:

You sign up your startup for accounts in all of the social networks and anxiously drop in, get people’s attention, and do not interact according to the norms and the values of that particular channel. Instead of adding value to the conversation, your startup looks like a jerk and turns potential customers off.

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The mistake is that your presence on these networks is irregular and doesn’t allow you to understand the community and genuinely connect with the users. The content of your message should differ, you shouldn’t send the same content on Twitter as you would on email or Facebook or Instagram.

Although, you won’t have the time nor the staff to interact on all of the networks in a way that engages visitors and moves your startup towards business objectives.

The best way to correct this mistake is to begin your digital marketing with one or two channels and spend your time and effort becoming industry leaders on that channel. Once you have mastered a select group of channels, you may want to expand, or you may find that you can maintain your startup’s growth on those one or two channels.

MUST READ:  Learn how to retain your customers through post-purchase engagement

To choose the most favorable channel for your startup, find out which channels your customers already frequent. Research and spend time on those channels to become a valuable member of the community that adds value with your digital marketing messages

Mistake 3: Trying To Market To Everyone

If you try to target everyone, you target no one. This is a mistake that I learned early on (the hard way!).

The average consumer is exposed to 5,000 marketing messages per day, which means your digital marketing messages need to have a niche by being the most tailored to your target audience.


Quick Question: Have you checked out our 10 top most valuable digital marketing resources to help you grow your business or career successfully using smart and proven digital marketing tactics and tools?

Click here to check it out. Let me know what you think. 🙂

And if you still need more help growing your business or career after accessing the resources, connect with me on LinkedIn and I will personally help you.


If your startup attempts to market to an audience that is too diverse with a broad range of wants, needs, and desires you will be unable to craft digital marketing messages that resonate with anyone.

In addition, with this large audience your marketing messages is competing against a much larger pool of competitors. You want to target a narrow audience (sometimes called a niche) and create messages modified to them.

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You can narrow your target audience by various demographics and psychographics. Demographics are quantitative variables such as age, gender, income, location, and income. Psychographics are qualitative measurements and are often self-defined such as fans of the Patriots, investors, or environmentalists.

Narrowing down your message creates a sense of belonging for that audience member that it is just for them. For instance, if you are a startup that provides social media marketing to Bellafricana Marketplace you could narrow your targeting by simply changing the title of your blog.

If it was originally titled 7 Things Your Business Needs To Know About Marketing, it would be more tailored by changing the title to 7 Things Bellafricana Needs To Know About Facebook Marketing and would be best tailored by titling it 7 Things Bellafricana Marketplace Needs To Know About Facebook Marketing.

 Even though bellafricana audience are business owners, narrowing and tailoring the message makes it resonate more with them.

From experience I have found that tailoring marketing messages to a target audience:

  • Increases the click-through rates of PPC ads (which increases their quality score and lowers the cost per click)
  • Increases the return on ad spend
  • Increases  email open rates
  • Increase the amount of feedback on the social networks

Extra tip: It is vital to consider who your target market actually is. For example, if your startup is a site that connects tutors with under-performing school children, initially you may create digital marketing messages tailored to the kids who are under-performing.

MUST READ:  Lead conversion strategy: Tips that will help your succeed in your business online.

However, the kids aren’t the ones with the purchasing power: your actual audience is the parents. You would want to target parents of under-performing kids for your marketing with messages that resonate with them.

Being a startup, you have a limited budget and time to execute your digital marketing. You also do not have the financial and staff cushion of larger companies and must be cautious to avoid mistakes.

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But by tying your digital marketing activities to business objectives, choosing your digital marketing channels specifically, and targeting a precise audience, you avoid three of the most common mistakes startups make with digital marketing and will begin to see profits increase.

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