There’s nothing worse than investing in a digital marketing strategy, spending time and resources to set things up and then finding out some months later that it’s really not paying off. Most marketers understand that digital marketing is about keeping a close eye on your analytics, constantly measuring your results, and changing what you’re doing to improve those results consistently. But when should you be making these changes? How long should you wait before you realize things are not working as they should be?
Here are 6 signs that your strategy is not working and it’s time to change it and try again:
Consistently Low Website Traffic Your website is the cornerstone of your digital brand presence. If you are posting social media content, running paid ads, and more, but not seeing any traffic improvements, your digital marketing strategy is most likely ineffective.
You’re Attracting the Wrong Audience There's no point in having lots of people commenting on your blog if they are not the type of people who will do business with you. if you’re getting poor quality leads – prospects that can’t convert – then something is wrong.
No organic interaction Organic interaction includes comments on your social media pages and blogs, likes and shares, emails from interested readers or customers, unsolicited backlinks to your content, and other relative actions. If you aren’t getting these results, then you have an ineffective strategy.
Poor Click-Through Rates on Ad Campaigns Poor click-through rates on social ads, ad campaigns and search ads (PPC) point to incorrect audience targeting or messaging.
No new clients Since you started marketing your business on digital platforms until now, how many new customers do you have? How many of these customers have come to you through an online search? If the answer is "none" or " just a few", there is an issue.
Disparate messaging When people can’t understand what your brand story is, the result is disparate messaging. You’re saying one thing on your blog, another in your PPC advertisements, and something entirely different on your social media. This inconsistency creates a huge gap between you and your target audience/market.
The Solution: Revamp your strategy
● Start by clearly identifying your target audience Who are they? What are their interests? What things are they most likely to spend their money on? Who are your present clients, and why do they buy from you? Search for any common characteristics and interests.
● Focus on content quality and optimize with your viewers in mind Create engaging, consistent content that aligns with your audience demographic and interests. You can use Analytics to see data about your audience in order to determine which of your content engages with your audience the most. A/B testing features of your adverts also helps with this.
● Utilize SEO & backlinks If you want to rank higher in the SERPs, focus on quality backlinks. Backlinks are links that other sites post in their content that lead back to your site. They useful for your organic rank and driving traffic to your site naturally. These backlinks can be for linkable assets such as blog posts, a piece of software, videos, surveys or quizzes etc. A linkable asset should be anything that people will want to link to.
● improve your brand voice A brand voice is the distinct personality a brand takes on in its communications, such as its website, social media posts, newsletters, internal official communications and advertising.
● Be more consistent with your marketing campaigns According to Techipedia, consistent brands are worth 20% more than those with inconsistencies in their messaging. A good content plan and regular strategy will create a better customer experience and interaction, which helps you build credibility, reputation and brand trust..