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Most marketers have heard the saying, “what can be measured, can be improved.” Nowhere is this truer than in online marketing.

Unfortunately, companies that haven’t developed a reliable set of key performance indicators (KPIs) are bound to have a difficult time measuring or improving their business’ success. Because of this, choosing KPIs for your company is critical, and knowing how to select the right ones makes all the difference.

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If you’re like most marketers, you want your digital marketing to get better in 2017, not worse. Unfortunately, there is a whole host of marketing mistakes that can result in some negative outcomes. From taking on too much to neglecting to do your research, it’s easy to make inadvertent slip-ups that send your success rate down rather than up. With this in mind, consider reviewing your tactics with our list of the top ten common digital marketing mistakes to avoid.

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As it stands right now, WordPress powers a massive 4.5% of the internet.

This equates to roughly 15.8M websites around the globe. Approximately 8% of the world’s top 100 blogs are managed on WordPress. What’s more, over 2,000 of the top 10,000 websites in the world use WordPress.

When it comes to website hosting and management, WordPress quite simply takes the cake. Thanks to the platform’s simple dashboard, nearly infinite customization options, and powerful interface, it’s become a global favorite among bloggers to enterprises and beyond.

One of WordPress’s biggest draws, however, is the plugins the platform offers. Ideal for customizing and enhancing a website, plugins are the perfect tool for discerning marketers in all industries.

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Backlinks: they’re a critical component of SEO.

They’re also notoriously difficult to produce.

While all marketers want a site with a huge number of backlinks, very few understand how actually to produce one. Instead, they waste their precious time pursuing unproductive backlink strategies that may harm SEO more than they help it. Luckily, there’s a way out.

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If you’ve spent any amount of time in the world of business, you’re likely familiar with the elevator pitch. An elevator pitch is a summary of your idea which can be delivered verbally in 60 second or less. Sound complex? It is! But it’s also well worth the time and effort it takes to develop a good one.

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While most brands send out subscriber emails or weekly newsletters, very few understand the value of effective email marketing. This is understandable given our not-so-distant history of broadcast emailing and purchased email lists.

As it stands today, many marketers have yet to crawl out of these bad patterns in favor of higher, and more compelling ground. Luckily, not all is lost.

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When it comes to online marketing, having a smart strategy pays off.

After all, the web is too saturated right now for marketing to thrive without a detailed plan. There are more than 3.3 billion people using the internet and more than 27 million pieces of content being shared on a daily basis. It’s obvious that technique is everything in our increasingly digital world.

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While many people are familiar with the photo-sharing giant Instagram, few understand the value of Instagram for business.

Instagram has become a household name among bloggers, e-commerce and lifestyle brands. In addition it’s also made its way into other industries that, at first, seem totally unrelated. For example, brands like HubSpot use Instagram. It has definitely proven to be an amazingly effective marketing platform for companies around the globe.

If you’re wondering how your brand can utilize Instagram for business, read on.

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Email marketing: it’s a powerful tool that, when used correctly, and it has the ability to boost your leads in a big way.

But did you know it could also be your ticket into the pockets of the elusive millennial consumer?

According to Adobe, millennials spend roughly six hours each day checking their email! This means that companies who know how to enact effective email marketing can have near-exclusive access to a notoriously difficult and discerning, yet hugely profitable market.

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Client testimonials are a critical piece of any great website.

Great reviews can flesh your site out and prove the quality of your work. But they also serve the incredibly important purpose of inspiring customer confidence. Today, 88% of customers place as much trust in testimonials on a company’s website as they would on a personal recommendation from a friend.

With that in mind, it’s clear that you can’t afford to miss out on the power of client testimonials for your website.

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