Part 2. The Do's and Don'ts of Online Marketing in 2024.
Avoiding Pitfalls While You Build Your Business
Welcome back, fellow entrepreneurs!
Today, we’re diving into the Do’s & Don’ts of online marketing in 2024.
If you’re just starting to build your online business or scaling an existing one, you’ll want to stick around because the rules of digital marketing are always evolving—and what worked five years ago might have become a big No-No today.
As an entrepreneur, you will most likely agree when I say that building an online business is exciting, but let’s face it, it can also be overwhelming at times. Trust me, I’ve been there myself, and rather recently as well.
And in the fast-paced digital world, making a few wrong moves can set you back more than you’d think. That’s why today I’ll do my best to break down what you should absolutely be doing — and what to avoid at all costs so to speak, when it comes to your online marketing strategy. So let’s dive in!
Sometimes it's best to stop early to avoid digging yourself into a deeper hole.
DO: Know Your Audience
I know this sounds like a no-brainer, but you’d be surprised how many businesses jump into online marketing without having a clear understanding of who they’re talking to.
If you don’t know your audience, your messaging will fall flat. It’s like trying to hit a bullseye while being blindfolded - which is not impossible, but incredibly difficult to do.
So, how do you figure out who your audience is ?
Start with the basics—gender, demographics, education level, interests or behaviors. Platforms like Google Analytics or even Facebook Insights can give you loads of information about who’s visiting your site or interacting with your content (for the former, you will need to set up a connection onto your website).
You can also create customer / buyers personas, fictional characters that represent your ideal buyers. Once you know who your audience is, you can tailor your content & ads to speak directly to them.
Here’s a pro tip for you: Don’t just stop at knowing their age or location. Dive deeper into what makes them tick.
What are their pain points ? What problems are they trying to solve ?
If you can answer these questions, trust that you’ll be soon ahead of most businesses…
To grow online, getting to know your audience should be a top priority, whether through digital live workshops or one-on-one meetings.
DON’T: Copy Others’ Content
Listen, it can be tempting to copy what’s working for others, especially if you see a competitor killing it with their content. But trust me—don’t do it.
First, it’s simply unethical and might easily get you into trouble (due to obvious copyrights laws which are enforced in most countries today).
And second, it’s a terrible strategy for long-term success.
When you copy someone else’s work, you’re not just stealing their ideas - you’re missing out on the opportunity to find your own unique voice. The beauty of online marketing is that it’s personal—people are more likely to connect with your brand if it’s truly authentic, unique and original.
So, it’s fine to take inspiration from others, but always put your own spin on things. Think of your brand like your fingerprint—no two are the same.
Also, platforms like Google or Facebook will heavily penalize you for duplicate content (by permanently shutting down your profiles for instance), so it’s really not worth the risk.
And feel free to consider using legal ‘spy tools’ like bigspy.com, Adbeat.com or Adspyder.io to find inspiration from other online marketers if you’re thinking about running paid ads online.
Using legal 'spy tools' can be an effective way to hone your content creation skills, to boost CTR and overall ROI of your online ad campaigns with Google Ads or others.
DO: Utilize Data
I know what you may be thinking.
The word ‘data’ sounds itself intimidating, I agree, especially if math was the reason you were relieved to finish school.
But here’s the thing: data is and will have to become your new best friend in online marketing. Since it helps you understand what’s working and what’s not, you can simply not survive without it.
And don’t worry, you do need to be a data scientist or hold a PhD in Science to make sense of it.
Learn the basics and start by tracking website traffic, conversion rates, and engagement on social media. Tools like Google Analytics, Facebook Insights or HighLevel give you valuable insights that can help you refine your strategy. For instance, if you notice that a particular blog post is driving a lot of traffic but not many conversions, maybe it’s time to update your Call-To-Action (CTA) or simply rethink your content and its format.
Data-driven decisions are truly the backbone and lifeblood of successful online marketing.
And the beauty of digital marketing is that it’s all measurable with plenty of built-in tools out there which do all the heavy lifting for you. If something’s not working, the data will tell you with no need to guess anymore.
An example of atypical analytical report showcasing all the key metrics after running paid ads with Google Ads (Source: HighLevel)
DON’T: Neglect Mobile Users
Here are two valuable stats for you:
First, in 2024, over half of all internet traffic comes from mobile devices. Second, as of 2024, 1.5 billion people completed an online transaction on their phone, compared to 950 million in 2019 (Source: Billy Gene Marketing Inc.)—that’s nearly a 50% increase in just five years !
The takeaway is clear: if your website isn’t optimized for mobile, you’re immediately alienating a significant portion of your potential audience!
But mobile optimization isn’t just about making sure your website looks good on a phone screen. It’s about ensuring that your content loads quickly, your text is readable, and your buttons are tappable (yes, that’s actually a word now :)). Google also takes mobile-friendliness into account when ranking websites, so if you’re not optimized for mobile, you’re hurting heavily both your user experience and your SEO.
The good news? Many website builders, including HighLevel, come with mobile-friendly templates that take the guesswork out of the equation which is pretty straight forward to use.
So, no excuses. Make sure your site is mobile-friendly…
Do not underestimate the value of mobile friendliness.
Always search for this symbol whenever you are drafting content on your desktop.
DO: Create Valuable Content
If there’s only one thing I want you to take away from this article, it’s that content is still king.
But not just any content—valuable content. Whether you’re writing blog posts, shooting videos, or posting on social media, your content should cross one or more of those three qualifiers: Educational (highest value), helpful, or entertaining (lowest value).
Here’s a golden rule: Always ask yourself, “What problem am I solving for my audience ?”
If you can answer that, you’re on the right track. People are bombarded with content every day, and the only way to stand out is by providing real value.
Don’t just post for the sake of posting. Plan your content around your audience’s needs and interests. Maybe it’s a how-to guide (as we are specializing on ourselves), a product demo, or a behind-the-scenes look at your business.
The more valuable your content, the more likely it is to both attract and engage your audience.
Delivering value early is crucial for any online startup operating on a tight budget
DON’T: Ignore SEO
Search Engine Optimization (or SEO) might sound like a daunting technical term, but it's still one of the most critical aspects of online marketing these days, especially if you're new to the digital space.
SEO is essentially what helps your website show up in search engine results when someone types in a relevant query and what’s mainly driving free traffic to your website.
Now, I won’t dive too deep into the technical side, but here are some basics:
Make sure your website is fast (check on GTmetrix for inst.), mobile-friendly, and easy to navigate. Use relevant keywords in your content and meta descriptions on all your images and videos, and don’t forget about backlinks. As other websites linking to your content can give you a big SEO boost, even if you are not partnering directly with them.
If you’re not sure where to start with SEO, don’t worry. There are tons of resources and tools out there to help you, and honestly, it’s one of the best long-term investments you can make in your online business. So spend the time you need to master it.
SEO may be time-consuming at first, but if done correctly, you'll soon reap the rewards of your investment.
DO: Engage With Your Audience
Here’s another no-brainer to add to your to-do list if you want to grow online:
Engagement is a two-way street. If you’re creating content but not interacting with your audience, you’re missing half the equation. Whether it’s responding directly to blog comments, answering questions on social media, or replying to emails, engagement builds relationships—and relationships build businesses.
And this is the number one factor to your future online success.
Think of it this way: Every comment or message is a potential lead. By responding promptly and thoughtfully, you’re showing your audience that you value them, and that builds trust. And trust? Well, that’s the secret sauce to conversions.
Engagement also helps you gather valuable feedback, which supports business growth and influences your development strategy. You can learn a great deal from the questions and comments your audience shares, guiding your future content and product offerings. As simple as that.
Adding an AI-driven chatbot to your website, which you can personalize and refine over time, can boost customer retention and generate new leads even while you sleep. So, what are you waiting for ? (Currently available with the Basic subscription on the all-in-1 CRM suite we use, namely HighLevel)
Final Thoughts & Recap
Alright, let’s quickly recap.
The Do’s of online marketing in 2024?
Know your audience,
Utilize data,
Create valuable content, and
Engage with your audience.
The Don’ts?
Don’t copy others’ content,
Neglect mobile users, or
Ignore SEO.
Online marketing is like playing chess. Every move you make should have a purpose, and when you play it right, you can outsmart your competition and grow your business faster than you ever thought possible.
