Marketing is digital in 2016. If your digital marketing isn’t adding to your revenue stream, you might be making one of these six common mistakes:

1) Overlooking a solid core messaging statement. Know who you are, who your customers are and what your vision is before you begin marketing. Create a narrative or messaging statement that will drive all your content. This should include your mission or value statement, as well as four or five key items that are important to your business and your customers. All content should drive back to this document. What makes you different? What are your niches? Why should someone buy from you?

2) Neglecting the game plan. You must strategize, remembering that all content comes from your narrative. Build an editorial calendar for the year at a glance, as well as a monthly content calendar of daily posts. This will help you manage the entire process and stick to your strategy.

3) Not automating. Automating social media activity, including blog posts and emails, will save time and help you get organized. But don’t just set it and forget it. You still need to include opportunistic posts on social media and bond with your online community by liking and sharing content which is important to your customers.

4) Not knowing your platforms or your audience. Audiences differ between social platforms. So should your content. Facebook is great for personal and small commercial lines, as well as stories about your team. LinkedIn is better for mid-market and large commercial lines, center of influence and benefits. Twitter is best for branding and connecting with referral sources and the media, while YouTube is perfect for sharing your risk management expertise.

5) Failing to keep track. The key to making digital campaigns work is constant monitoring. Which Twitter posts get a lot of action? Who’s liking and sharing them? Are they prospects? If an email subject line has awful open rates, change it. Run digital marketing reports and review Google Analytics on your website every day. Most importantly, interact with your online community!

6) Ignoring negative comments. A glaring 1-star review just popped up on Facebook. How do you respond? Don’t delete or ignore the comment—that will only validate it. Seize the opportunity to address an unhappy customer publicly and make them a raving fan. The dollars will follow.

Cindy Donaldson is an IA contributor.