5 Digital Marketing Mistakes to Avoid
Sep 04, 2017
10 min read
Nowadays, no matter how big or small a business is, it employs digital marketing strategies to attract new online leads, customers and visitors. With so many advanced methodologies and technologies available to the digital marketers today, still, they could be making serious mistakes that will prevent their marketing campaigns from driving the desired results or achieving acceptable performance. By avoiding these 5 potentially expensive digital marketing mistakes, you can make sure that your next digital marketing campaign does not meet with failure.
1. Having no Clear Goals
One of the biggest mistake that digital marketers make is “ not having clear goals”. Be clear about whether your marketing goals are to increase sales, leads, engagement, website traffic, or some other objective. Then try to create a plan or strategy to reach your goal that is specific, achievable, relevant and measurable as this will help you provide right direction to your marketing campaigns. Having desired goals will make your campaign more successful and effective.
2. Having no Social Media Strategy
Business without a social media strategy can never deliver an effective message to their target audience. To execute a successful Digital Marketing plan or campaign, a strategy must be in place. Set a clear social Media strategy. After all, Social Media is a free and most powerful tool to spread the word about your content and your business.
3. Buying Social Media Followers
Buying fake social media followers can help strengthen your business prominence and validate its social proof. But it will never help with increased Return on investment and nor will it improve your user engagement in case you have fake business followers The point here is to focus on genuine customer relationship rather than focusing on numbers.
4. Your website is not Mobile Friendly
As we are living in a digital era. Mobile Users or audiences are increasing, and the massive growth of video and social media is taking this forward. As a growing number of people are on mobile devices, it is becoming essential that digital marketers consider their customer’s mobile experience with their brand and website. Google Research also indicates, that most of the users nowadays prefer to purchase a product on a mobile-friendly website than a non-mobile friendly one.
5. Using Excessive and Irrelevant Hashtags
There is no doubt that the use of hashtags in Digital Marketing or Social Media Platforms can truly help businesses to become more visible. But using irrelevant and excessive hashtags can be annoying to users. To avoid this, limit your hashtags usage to a sensible and considerable number. Also, make sure they are relevant to what you are trying to convey.
There is no doubt that the world will soon shift completely from analog to digital practices. Digital Marketing is so essential in the present digital world because it is one of the fast growing terms in the current marketing field and also it is set to become the future of marketing industry.
If you correct the above described 5 Digital Marketing mistakes, you can reach your end goal and increase your sales. For more information about Digital Marketing,Contact us!
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ROAS Marketing for B2B: Proven Strategies for Higher Returns in 2025
Even after spending on ad campaigns, businesses don't see the results. Are you experiencing the same? If your ad campaigns aren’t delivering the expected revenue, it’s time to focus on Return on Ad Spend (ROAS). If you invest in paid ads through platforms like Google Ads, Facebook Ads, LinkedIn Ads, or Instagram Ads, tracking ROAS can help you optimize your campaigns, allocate budgets efficiently, and maximize profitability. This blog will cover everything you need to know about ROAS, including its definition, importance, calculation, industry benchmarks, and actionable ways to improve it. What is ROAS? ROAS (Return on Ad Spend) is a key performance indicator (KPI) that measures the revenue generated from advertising spend. It helps businesses determine whether their ad campaigns are profitable or need optimization. ROAS = Revenue from Ads / Ad Spend Marketers track organic ROAS to compare marketing efforts, but it’s harder to measure due to multiple factors. In contrast, paid campaigns are easier to track through ad platforms. You can also get immediate results with our Google Ad consultancy services. For B2B companies, measuring ROAS is more complex than in B2C due to: Longer sales cycles requiring nurturing before conversion Higher acquisition costs due to competitive bidding on platforms like LinkedIn Multiple stakeholders involved in decision-making The table below shows the average ROAS marketing performance across different channels: Average ROAS by Channel For Paid Channels: Channel ROAS PPC/SEM 1.55 Online PR 1.6 Facebook Ads 1.8 Influencer Marketing 3.45 LinkedIn Ads 2.3 For Organic Channels: Channel ROAS SEO 9.1 Email Marketing 3.5 LinkedIn Organic 2.75 Webinars 4.95 Why ROAS Matters in B2B? ROAS is one of the most critical performance metrics for B2B businesses running digital ad campaigns. It provides actionable insights that help optimize advertising efforts. Here’s why ROAS is essential for every business: 1. Measures Ad Effectiveness ROAS helps businesses determine whether their ads generate enough revenue to justify ad spending. 2. Optimizes Budget Allocation A high ROAS marketing performance means your ad spend is being used efficiently. By analyzing ROAS across different campaigns, businesses can shift their budget toward the highest-performing ads. 3. Helps Refine Targeting and Strategy If your ROAS is low, your targeting, ad copy, or offer might need improvement. 4. Increases Business Growth By maximizing ROAS, companies can reinvest in high-performing campaigns, leading to higher revenue and long-term growth. 5. Evaluate the Performance of Different Ad Channels ROAS allows businesses to compare ad performance across platforms like Google, Facebook, LinkedIn, and TikTok to determine the most profitable ones. How do you calculate ROAS? Return on Ad Spend is calculated by dividing your Conversion Value (revenue) by your Spend. The formula to calculate ROAS is: ROAS = Total Revenue from Ad Campaign/ Campaign Spend Revenue from Ads: How much money you’ve made from your conversions. Example Calculation: Suppose you spend $2,000 on Google Ads. Your campaign generates $8,000 in revenue. Your ROAS = $8,000 ÷ $2,000 = 4:1 (or 400%) This means that for every $1 spent, you earned $4 in return. What are the Pros and Cons of using ROAS? Pros of ROAS 1. Identifies Profitable Campaigns ROAS helps businesses track which ads are driving the most revenue. By analyzing ROAS, businesses can: Identify which platforms (Google Ads, Facebook, LinkedIn, etc.) generate the highest returns. Stop investing in underperforming campaigns. Scale up high-ROAS campaigns to maximize profits. For example, increasing the budget could drive more sales if a Google Ads campaign has a ROAS of 6:1 (earning $6 for every $1 spent). 2. Optimizes Ad Spend Companies can use ROAS to reallocate budgets toward more profitable ads. Instead of spending evenly across all campaigns, they can: Increase spending on high-performing ads. Pause or modify low-ROAS campaigns. Experiment with ad formats and targeting to improve efficiency. Say, if a Facebook ad targeting young professionals has a ROAS of 2:1, while an ad targeting small businesses has a ROAS of 5:1, shifting more budget to the second audience can improve overall returns. 3. Improves Decision-Making ROAS provides quick insights that help businesses make data-driven decisions, such as: Adjusting bids on keywords in Google Ads. Refining audience targeting based on performance. Testing different ad creatives and copy. 4. Provides Quick Performance Insights Get instant feedback on which ads are working. Make quick adjustments to improve efficiency. Test multiple campaigns and optimize in real-time. For example, an ecommerce store running Black Friday ads can check ROAS daily to decide whether to increase ad spending for better sales. Cons of ROAS 1. Does Not Show True Profitability ROAS only measures revenue generated from ad spend but does not factor in other costs associated with running a business. Even if an ad campaign has a high ROAS, a business could still be unprofitable if its overall costs are high. 2. Ignores Customer Lifetime Value (LTV) ROAS focuses only on immediate revenue from an ad campaign without considering whether customers will make repeat purchases in the future. This can lead businesses to undervalue ads that attract high-quality, long-term customers. 3. Varies by Industry What’s considered a "good" ROAS depends on the business type, making it unreliable as a universal success metric. Example: Ecommerce brands typically aim for a ROAS of 4:1 or higher because they rely on direct sales. Subscription businesses may accept a ROAS of 2:1 because they recover costs over time through recurring revenue. Luxury brands may have low ROAS but high-profit margins, making their campaigns successful despite lower ad efficiency. Your Ad Spend Deserves Better Results We help you unlock high-performing B2B campaigns with data-driven ROAS marketing. Optimize, scale, and convert with precision. Get Started 9 Key B2B ROAS Marketing Strategies 1. Improve Audience Targeting Your ads will only perform well if they reach the right audience. Targeting a broad or unqualified audience can waste ad spend and lower ROAS. To improve targeting: Use demographic targeting (age, gender, location, income) to reach your ideal customers. Leverage interest-based targeting in platforms like Facebook and Google Ads to focus on people who engage with similar brands. Use behavioral targeting by analyzing past website visitors and purchase history. Implement lookalike audiences to find new users similar to your best customers. 2. A/B Test Ad Creatives Testing different elements helps identify which headlines, images, videos, and CTAs resonate most with your audience. Test different headlines (question-based, benefit-driven, urgency-based). Experiment with varied CTAs (e.g., “Shop Now” vs. “Get Yours Today”). Compare static images vs. video ads to see which drives better engagement. Use different ad formats (carousel, single image, slideshow) to test performance. 3. Optimize Landing Pages Even the best ad won’t drive sales if your landing page is slow, unresponsive, or not persuasive. A poor landing page experience increases bounce rates and lowers ROAS. How to optimize landing pages: Improve page load speed (Google recommends under 3 seconds). Ensure mobile-friendliness, as over 50% of traffic comes from mobile users. Use a clear headline and CTA to guide visitors toward conversion. Reduce distractions by keeping the design clean and eliminating unnecessary links. Add trust signals (customer reviews, security badges) to increase confidence. 4. Adjust Bidding Strategies The wrong bidding method can lead to high ad spending with little return. Best bidding strategies for ROAS: Use Target ROAS bidding in Google Ads to automatically adjust bids for better returns. Choose Maximize Conversions to get the most conversions within your budget. Utilize manual CPC (cost-per-click) bidding if you want full control over bid adjustments. Adjust bids based on device performance, prioritizing platforms that drive more conversions. 5. Focus on High-Performing Keywords Not all keywords are profitable in search advertising. Some drive traffic but result in low conversions, wasting your budget. To improve keyword strategy: Identify high-ROAS keywords and increase bids on them. Pause or remove low-performing keywords that generate clicks but no conversions. Use negative keywords to prevent wasting spend on irrelevant searches. Focus on long-tail keywords, which tend to have lower competition and higher conversion rates. 6. Use Retargeting Ads Most visitors don’t convert on their first visit but may be interested in your product. Retargeting ads bring them back and increase conversion rates. How to use retargeting: Retarget users who abandoned their cart with discount or reminder ads. Show personalized product recommendations based on what they viewed. Use dynamic remarketing to display the exact products visitors showed interest in. Set frequency caps to avoid ad fatigue and prevent annoying potential customers. 7. Optimize for Mobile Users With over 50% of online traffic coming from mobile devices, businesses that don’t optimize for mobile lose potential customers and lower ROAS. How to Improve Mobile Experience: Use mobile-friendly ad creatives (larger fonts, vertical video, thumb-friendly CTAs). Avoid long forms and simplify checkout for faster mobile conversions. Make sure buttons and links are easy to click on smaller screens. 8. Shift Budget to High-ROAS Channels Some advertising platforms perform better than others, depending on the business and audience. Tracking channel performance helps allocate the budget effectively. How to allocate budget wisely: Identify top-performing platforms (Google Ads, Facebook, TikTok, LinkedIn) based on your industry. Reduce spend on low-ROAS channels that don’t drive conversions. Increase investment in ads with the highest engagement and conversion rates. Use multi-channel attribution to see how different channels contribute to overall sales. 9. Leverage Video & Dynamic Ads Video and interactive ads often drive higher engagement and conversion rates than static images. How to use video & dynamic ads effectively: Use short, engaging videos (under 30 seconds) to capture attention quickly. Test carousel ads to showcase multiple products in a single ad. Implement dynamic product ads (DPA) that automatically display the right products to the right audience. Add captions to video ads since many users watch on mute. 10. Target High-Intent Audiences Instead of broad targeting, focus on decision-makers and high-intent users actively searching for solutions. How to implement: Use LinkedIn Matched Audiences to retarget website visitors and CRM contacts Run Google Search Ads with high-intent keywords Leverage Account-Based Marketing (ABM) to target specific companies Outcome: Higher-quality leads with a better chance of conversion. 12. Implement Multi-Touch Attribution for ROAS Optimization Since B2B leads interact with multiple touchpoints, tracking every touchpoint is essential. Multi-Touch Attribution Models: First-Touch Attribution – Credit goes to the first interaction Last-Touch Attribution – Focuses on the final conversion source Linear Attribution – Distributes credit evenly across all touchpoints Data-Driven Attribution – Uses AI to assign value to touchpoints Outcome: More accurate insights into what’s driving revenue, allowing smarter budget allocation. Why Choose Saffron Edge for ROAS Marketing in B2B? Saffron Edge specializes in data-driven B2B marketing to help companies optimize ROAS and drive high-value conversions. Our approach includes: Advanced Audience Targeting: Identifying and reaching decision-makers with precision AI-Powered Ad Optimization: Running smart campaigns with AI-driven insights Conversion-Focused Landing Pages: Custom-built for maximum lead generation Attribution Modeling Expertise: Multi-touch tracking to measure campaign impact Full-Funnel B2B Strategies: Combining paid ads with email, SEO, and content marketing Through data-backed marketing strategies, we help businesses reduce wasteful ad spending, improve conversion rates, and achieve sustainable growth. ...
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The Salesman Guide To Winning Loads Of New Customers
The most important part of any business is to make a sale and is also the monumental task. There are a million of questions that entrepreneurs can ask themselves before they jump in the business environment: How can he make his company’s products stand out of the competition?How can he handle objections? How should he ask for orders? There are some pretty useful answers to these questions that were given by the industry experts. Sales Secrets Revealed 1. Don’t focus on selling features, instead sell benefits The biggest mistake done by entrepreneurs is that they focus on what their product is, rather than focusing on “what it does”. This helps the customer in making a decision quickly. You should always focus on how your product will benefit the customer. 2. Selling to people most likely to buy Best prospects are the ones who are searching for products just like yours and have a keen interest and the required financials resources to purchase it. Sell to those people who already have the kind of product like yours or to those who you know would be interested in buying one. You should learn to tell them how your product is superior. 3. Differentiate your product Why should a customer buy from you and not from your competitors? Experts reveal that you should come up with at least three distinct features that will give customers reasons to buy from you. It happens most of the time that people don’t want to move out of their comfort zone and try out something new. 4. Give Personal attention to customer For new entrepreneurs, print advertising or mailers is one of the least effective way to build up their business. Try out personal approach by getting in touch with the customer via face-to-face meet or at least thru phone. 5. Focus on second sale Giving the utmost experience to the customer in the first sale that they are more likely to refer to their friends or associates to buy from you. This is the method that you should aim your second sale at. Increase or encourage your customers to refer your product or give them such a satisfactory experience that they are most likely to return next time. 6. Build Rapport Before discussing business with the client, try building a rapport with them. You need to do some homework: try finding some common colleague, has the prospect’s company been in the news lately? Is he interested in sports? Build a genuine rapport by getting a little insight into the company and the individual. 7. Ask questions to get insight You must ask questions from the prospects that reveal their motivation to purchase, their problems and needs, and their decision making processes. You need to ask questions more than a ’yes’ or ‘no’ response. 8. Probe Deeper If the prospect asks for cost-savings and efficiency then how are you going to respond? Will you tell him/her that your product is just meeting their demands? We suggest that you probe deeper and do not respond by saying that your product is just the right fit. It helps you position your product rightly and show that you understand the client’s needs. 9. Let the other person talk Sales people who like to go on and on during the presentation and do not let the prospect talk, they bore the prospect and are most likely to lose the sale. You can improve your listening skills by taking notes, observing your prospect’s body language, not jumping to conclusions, and concentrating on what your prospect has to say. 10. Follow-Ups This is very important to know how well the prospect is doing after making a purchase decision from you. Write thank-you notes, call the customers after completing the sale to make sure that he or she is satisfied, and maintain a schedule of future communications. Follow-ups are very critical and you have to be very responsible after making the sale- you must show attention and responsiveness. Sales is a very critical process and must be performed with a lot of research and caution. Steps listed above will help you in not only communicating with the client but also get a deeper understanding about why prospects need products just like yours. ...
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The ABCs of PPC - 10 Things You Need to Know
PPC marketing, or Pay-Per-Click marketing, is a type under the digital advertising model where an advertiser pays a fee every time an ad is clicked. While it may sound like there is a lot of investment required for the campaign to take off but in reality, there is very little investment for a very big payout. For instance, you pay $4 for a click. If a click transforms into a $200 sale, the margin in between is quite hefty. This article shall cover everything related to PPC and how, contrary to belief, it is one of the most cost-effective methods to market your business/product. So read on to debunk some myths. The ABCs of PPC - 10 Things You Need To Know! Pay-Per-Click is one of the best marketing techniques if you are a business looking for a result-oriented strategy to up your revenue numbers. Here is a list of 10 things that will brief you about the basic concepts involved in devising a PPC strategy. Google and Paid Searches Google has a great monopoly over the industry of paid marketing, and this is not news to anyone. People access google the most on their mobile phones owing to their inherent flexibility of use. It is important that ensure your ads are optimized for mobiles. Your PPC campaigns need to run smoothly on all devices so as to not miss out on any big opportunities. Immediate Results When it comes to digital marketing, results can be tricky to track. When we say tricky, we mean the popular practices of SEO and content marketing can take time before giving results. You can’t begin to gauge the results immediately as these campaigns take time to pan out. This is not the case with PPC marketing. If a campaign is run properly and efficiently, you can see the number increase and leads increase. And if there are significant changes observed, you can always rework your strategy Local Targeting Location targeting can be an incredibly powerful way to make the most of your budget. It allows you to target people in a specific area, which means that they're more likely to be interested in your product or service and therefore click on the ads you're paying for. It is a great way to save costs by lowering traffic acquisition costs (TACs), allowing you to spend more money on ads that convert more visitors into customers. Keyword Bidding The amount you pay per click is usually based on the competition for that keyword from other advertisers. If many advertisers are bidding on a particular keyword, then those who can afford it will pay more to have their ads appear at the top of Google's page. You may get a better deal on a less competitive keyword if it's less likely to be used by others. Still, usually, this isn't possible without investing some time and resources in order to identify new keywords and build out your PPC campaigns accordingly. The best way to use Competition Data is through an automated tool like Adwords Keyword Planner or SEMrush Keyword Suggestions Tool (SEMrush also has some great features such as Rank Tracker). These tools allow you to see what keywords other businesses are bidding on in real-time so that you can make educated guesses about which ones might work well within your own niche market while minimizing exposure outside of your brand's sphere of influence. Ad Conversion The trick with Google Ads is that you have to pay for each click, whether or not it converts into a sale for your business. This means that you'll never get paid if someone lands on a page and then clicks away without buying anything. To avoid this problem, use negative keywords in conjunction with broad match keywords—which are all variations of your target keyword—to prevent your ads from showing for certain keywords in search results pages (SERPs). For example, if you're selling dog collars online and want people searching for "dog collar" to see your ad but not those who are searching specifically for "collars," then create two different lists: one list containing only words related to dogs (such as "puppy") and another containing all other terms related to collars (such as “leather”). Then set both lists up so that they're turned off when targeting these specific queries! The Role of Optimization In order to get the best results from your PPC campaign, it must be set up and optimized correctly. This means that you need to plan ahead and start with a solid foundation before you begin running adverts. When launching a new campaign, there are a few points that one should keep in their mind. Setting up keywords and ad groups takes precedence—you’ll want to choose keywords relevant to your business, then create ad groups based on those keywords so that all related ads get placed together in one spot. You can also add negative keywords if they apply within those specific campaigns; this will help prevent irrelevant traffic from being sent through them later on down the line when someone searches for their desired product or service again but doesn't find what they're looking for initially because there weren't any ads placed near where people might have searched previously without knowing about it beforehand! Diverse Ad Campaigns for Different Devices You should start testing across every device type you wish to target. Different devices react differently to ads, so it's important to start testing across every device type you wish to target. For example, if you're advertising on a desktop computer, test the same ad copy and landing page as well as varying ad formats like video and image-based ads. Similarly, if you're advertising via mobile phone or tablet apps, test different landing pages with different prices and call-to-actions (CTAs) as well as how much time people spend on each page before converting into a sale or lead. Effectiveness of an Ad Campaign It’s crucial that your website is optimized before starting any PPC campaigns. This will ensure that you make the most of every visitor to your site, so it's well worth spending some time ensuring that all aspects of the design and functionality are up-to-date. One of the main reasons why people don't convert on Google AdWords is because they don't have a good experience when they arrive at their destination page. Ensure that all relevant pages load quickly, especially if you're using images or videos in an ad campaign; these can significantly slow down page loads! Another thing to keep in mind is security: if someone else has accessed your website before or if there are any malware issues on board, then this could affect how well other users interact with your brand online - especially those who may not be familiar with terms like "optimisation" or "hosting company". Advantages of Remarketing PPC networks like Google are there to provide a mechanism that helps in marketing products to website visitors who left without taking any action. By this, we mean the lack of actions like making a purchase from your website, subscribing to your newsletter, installing an app, etc. Remarketing is the practice of essentially re-engaging past customers by displaying pertinent advertisements to them on any platform they may be using. For instance, if someone clicks on your Google ad using their phone can later see a remarketing ad when they are reading the most recent blog post from their preferred blogger. Track Everything Diligently Your PPC marketing approach will fail regardless of how much money you spend if you don't monitor your progress. Set up a conversion tracking system to make every dollar count. This will provide you with an understanding of how to adjust your advertising and determine your actual ROI. Avoid launching campaigns solely on instinct. Utilize the wealth of data that PPC provides to inform your marketing choices. In Conclusion As you've probably gathered, PPC is an incredibly effective way to grow your business. It's also one of the most misunderstood parts of digital marketing. With so many tools and platforms to choose from, it can be hard to know where to start when setting up a campaign or optimizing it for maximum results. In this blog post, we've covered 10 things that every person should know before starting their first PPC campaign and if you are still in doubt, reach out to Saffron Edge, a leading digital marketing company to advise you for all your digital needs. ...
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