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Marketing is an important factor for success in all businesses. Without aspects of marketing, whether that be sales, promotions, or public relations, it would be nearly impossible to reach customers and become profitable. Marketing is essential for not only reaching new potential customers but for keeping loyal customers interested and engaged. With the ever progressing technology in today’s world, it can be hard to keep up with the latest trends in marketing. There are many important components of a good marketing plan, and while it may be challenging to figure out the best approaches, there are several things to avoid when creating your plan. Not sure where to start? Below are common mistakes to avoid in marketing.

Not having a mobile-friendly website.

Nearly all shopping and browsing is done on cell phones and tablets. If your website is not mobile-friendly, it can be detrimental to sales and the overall conversion rate of your customers. Mobile users want information they can access quickly. Its vital that your website is visually appealing and easy to navigate when accessed by a cell phone. It is likely that an initial look on mobile can lead to the user accessing your website from a desktop computer, so user experience is a huge component when building out your mobile-friendly website. Make sure content is easy to read, and it is easy for your audience to access what they are looking for. If you want to improve your brand engagement and conversion rate, avoid leaving a mobile-friendly website out of your marketing plan.

Not Paying attention to Analytics.

Failing to pay attention to important data and analytics can cost a company in the long run. Research from Experian Data Quality shows that on average companies are losing up to 12 percent of revenue from inaccurate data. How? By not paying attention to important data and analytics, you could market in the wrong ways and to the wrong audiences. Investing in technology that measures data and keeping an eye on critical analytics is essential to the success of a company. Make sure to measure every action you can, whether that be analytics from your websites or social media profiles, so you can be confident you are making the right decisions for your company.

Not incorporating evergreen topics into your content.

The importance of content marketing continues to become more clear for its benefits in search engine optimization and overall visibility of a company or brand. It helps generate leads, build trust, and provides a connection between customers and a brand. Content generally falls into one of two categories, trending or evergreen. While posting content related to trending news may provide you with an initial spike of interest, over time that content will become irrelevant. Instead, focus on incorporating evergreen articles into your content schedule that will ultimately provide a longer shelf life on your site. Producing helpful articles that will stay relevant for a long time will increase the traffic to your website.