Marketing Digital: 10 erros que você pode estar cometendo

O marketing digital é uma das ferramentas essenciais para qualquer marca que queira sobreviver hoje, independentemente do porte. Para pequenas empresas, as estratégias de marketing digital apresentam ainda mais vantagens, pois são bem mais baratas que as táticas tradicionais, como outdoor e comerciais na TV.

Mas nem tudo são flores: se não executada corretamente, uma estratégia de marketing pode não trazer os resultados esperados. Fazer uma boa gestão de marketing se torna essencial para um empresa que deseja crescer.

Para entendermos melhor onde você pode estar errando no seu negócio, trouxemos um artigo escrito por Neil Patel para a Época Negócios, falando sobre os 10 erros que você pode estar cometendo no marketing digital. Confira a seguir!

O enorme sucesso dos negócios online tem inspirado milhares de pessoas a serem suas próprias chefes e obter lucros com seu trabalho, sem precisar contar que alguma grande empresa faça isso por elas.

Quando os empreendedores finalmente ganham confiança para iniciar seu próprio negócio, há quem pense que a internet é a nova “rota dos mercadores de seda” do tempo das grandes navegações.

Olhando de fora, tudo parece rápido, acessível e com um ambiente fácil para fazer dinheiro. Apenas alguns truques de marketing digital bastam, certo?

A verdade, infelizmente, é um pouco menos glamourosa.

Marketing digital é algo que toma tempo, investimento e conhecimento. Se for feito de maneira errada pode levar a ter problemas sérios que irão limitar – e muito – seus esforços.

Veja aqui alguns dos erros comuns que vejo muitos empresários cometendo no marketing digital.

1- Você não conhece seu público alvo

No que diz respeito ao sucesso do marketing digital, o elemento chave é conhecer o consumidor que você está tentando alcançar. Para isso, a empresa precisa se fazer algumas perguntas: para quem seus produtos foram projetados e como esse público será alcançado?

Para chegar a essas respostas, é preciso muita pesquisa, mas que faz toda a diferença na elaboração do seu marketing digital.

2- Você não está planejando ou criando estratégias para o seu sucesso

Uma vez que a fase de pesquisa for concluída, você precisa criar um mapa de navegação – um documento semelhante a um plano de negócios que traga a lista dos objetivos do seu marketing global, bem como sua estratégia digital.

Esse plano deve conter uma lista de quantas impressões devem ser geradas, o número de seguidores que o seu negócio deve atingir nas redes sociais e, claro, como você espera alcançar essas fases. O documento deve conter também prazos específicos para atingir cada fase do crescimento do negócio, que permitirão acompanhar o progresso e fazer ajustes (quando necessário) na estratégia, baseado nas tendências de mercado. Eu descobri que um roteiro associado a um calendário de programação do conteúdo é a chave para monitorar como você está fazendo negócios.

3- Você não está tentando aprender com os outros

Durante a fase de planejamento, muitos empreendedores acreditam que seu conhecimento pessoal e qualquer recurso humano disponível são suficientes para criar e dar andamento a um negócio. Como consequência, eles acabam ignorando muitos recursos disponíveis na internet que poderiam ajudá-los na busca pelo sucesso.

Não cometa esse erro. Não tenha medo de se conectar com especialistas da área que podem te ajudar, ou até mesmo observar as campanhas dos seus concorrentes. Pessoas que vivem exclusivamente da internet e são bem sucedidas nisso sabem o que estão falando. Siga-os nas redes sociais e nos sites e procure captar ao máximo seus conselhos! Isso pode fazer uma grande diferença no início do seu negócio, bem como durante o desenvolvimento.

4- Você não está familiarizado com as melhores plataformas

Quando estiver desenvolvendo sua estratégia de marketing digital através da mídia social, é absolutamente essencial estar familiarizado com as plataformas. Novidades surgem o tempo todo, portanto, esteja sempre atualizado com as tendências e veja o que cada plataforma, aplicativo ou tecnologia tem a oferecer.  Pegar as coisas que dão certo desde o início pode transformar um negócio anônimo em criador de tendências – uma coisa boa que todo empreendedor pode almejar.

5- Você não está acompanhando as mudanças no marketing digital

O marketing muda, constantemente. Em lugar nenhuma outra área isso é tão verdadeiro quanto no ramo do SEO. Search Engine Otimization é o processo de conseguir tráfego vindo de áreas diferentes, seja de maneira orgânica, editorial ou natural em mecanismos de busca.

Mantenha-se disciplinado e tenha certeza de que seu site está seguindo cada nova atualização do Google, Mozilla, Bing e de outros mecanismos de busca.

6- Você não está respondendo à mudança

Os profissionais do marketing cometem, muitas vezes, o erro de se basear em uma informação ao iniciar seu plano de negócios e seguir com ele durante toda a duração da campanha.

Não faça parte dessa categoria. Caso não tenha ficado claro o suficiente, tenha em mente que o panorama digital está em constante mudança. É seu trabalho ver que mudanças são essas, como afetam sua campanha e reagir para manter a confiança dos seus clientes.

7- Você está deixando tudo para o marketing de automação

Alguns aplicativos de marketing digital como o HootSuite e Sprout Social tornaram a internet muito mais simples graças às detalhadas ferramentas de análise e a possibilidade de redigir, publicar e agendar posts sem a necessidade de estar sempre online.

Ainda que a automação seja importante para manter uma presença constante nas redes, você não deve depender disso para garantir sua campanha.

8- Você não está interagindo com seu público

Nunca ignore seu público nas redes sociais! Responda aos comentários. Retuite e curta suas publicações. Deixe que eles percebam o quanto são importantes e que você está sempre pensando neles.

Interagir com seu público pode ajudá-lo muito a permanecer conectado com o que eles pensam, além de mostrar ao cliente que você está disponível para responder dúvidas, críticas ou conduzir o serviço.

9- Você não entende análise de dados

A análise de dados digitais é um campo complicado, mas é essencial no marketing digital. Escolha uma plataforma, aprenda como obter os dados que procura e não deixe de consultar. Google Analytics é a ferramenta mais popular, mas existem muitas outras por aí.

Identifique seu KPIs (Key Performance Indicator, uma métrica de Negócios usada para avaliar que fatores são essenciais ao sucesso do negócio ou da empresa) e acompanhe o sucesso dos seus esforços em marketing digital.

10- Você está confiando apenas em canais digitais para o sucesso do marketing

O maior erro cometidos por novos empresários é depender da internet para fazer tudo no seu marketing. Se você quer mesmo ser bem sucedido, unifique suas campanhas online e off-line. Amplie sua presença na rede social tirando fotos das suas atividades diárias. Apareça em alguns programas de rádio ou TV, sempre que possível. Participe de feiras, convenções e outros eventos relacionados à sua indústria. Dessa forma, você vai garantir que seu negócio permaneça na cabeça dos seus clientes, onde quer que eles estejam.

Marketing não é baseado apenas em truques e táticas. Inclui também um envolvimento profundo em conhecer seu público, dar a ele o que quer e oferecer a resposta aos seus problemas.

Enquanto estiver fazendo isso, você estará no caminho certo.


A Gestão de Marketing constitui uma das principais áreas de conhecimento da CEFET Jr..

Conta para gente se você já cometeu um desses erros.

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