Here’s why your digital marketing strategy isn’t working

Tweets that fade into the abyss along other social posts.

Google Ads campaigns that generate A LOT of clicks but no sign-ups on the site.

Cross-blogging opportunities and collaborations that fall flat on their back and inspire no meaningful conversation.

And most evident signs – no leads and no conversions in online space, whether you are running an e-commerce site, provide services rather than tangible products and no sales of actual products on the site.

It goes without saying that digital marketing and content are essential for your business to grow organically by helping you to reach more traffic, but it’s vital to focus on stats that count, converting that traffic into leads and sales.

It takes a great strategy to craft a digital reputation in line with your business’ values and it’s important to review what’s working and what’s not on the regular basis.

So, what if your digital marketing strategy just isn’t working despite your best efforts?

You might be making mistakes you don’t even realise, missing valuable opportunities or maybe you are missing the actual strategy to start with.

First things first, you need to ask yourself some important questions:

Do you have a plan?

It’s important to get honest and answer the following questions.

  • Are you measuring your campaigns using the right metrics?
  • Are you utilising the right tactics for your business?
  • Are your focusing on the wrong types of client?
  • Have you looked at how the competition are succeeding lately?
  • Does your website provide what your clients are looking for?
  • All of the above are pretty subjective, so to help you find a way out of your digital marketing quandary we’ve come up with some light reading depending upon your answers:

You haven’t made a plan

You can’t expect to create positive leads and sales from your digital marketing if you haven’t made a comprehensive plan. Spending money on marketing without having a goal, purpose or KPIs in place is effectively pointless. You need to set out a plan and have it professionally executed and reviewed on a regular basis.

Read more about how to start with a positioning strategy plan here.

You’re not measuring the performance of your campaigns

    You’ve researched, analysed, planned and executed your campaigns, but if you’re not measuring their performance why bother? Each time you launch a campaign it’s imperative that you watch how people react and act accordingly. It’s pointless putting out a similar campaign the month after if the last one didn’t work so well. Reactive adjustments are extremely important for the success of your digital marketing strategy.

Read more about calculating returns on auto bidding software

You don’t know your audience

If you don’t know who your target audience is, then it will be hard to create an effective marketing to get people interested. You need to look at demographics and the personal characteristics of your audience in order to reach the correct people in the most effective way possible.

Buyer persona

Read more about buyer personas here to help you understand your audience.

You haven’t analysed past campaigns or your competition

Looking at past campaigns can shed a light on what worked and what didn’t. You should know exactly where your traffic is coming from and why. Analysing the competition is essential to make sure your business stands out and your USPs shine through. Looking at your competitor’s traffic and keyword strategies can reveal gaps in the market and provide you with an idea of what keywords you should be using.

Once you have analysed these in depth, you will have a solid starting point to begin planning your new marketing campaign.

Read here about 10 tools to research your competitors

You need to update your website

Maybe you have an excellent digital marketing strategy, but your website is holding you back. Investing in the performance of your website can instantly change the way people react and use your business.

Your website should be user friendly and responsive across mobile, tablet and desktop. Experts say your page should load in less than two seconds to keep people engaged and to attract organic search visitors.

Not only that, your website needs to achieve technical excellence across all platforms. It should work effectively even on slower connections and should be secure with HTTPS. If you’re an ecommerce website, make sure you have all of the most up-to-date payment methods available for potential customers.

Access Google Page Speed Insight Tool here

If your marketing strategy isn’t working, now is the right time to analyse and review exactly what you’re doing to take a step in the right direction. A simple change like understanding who your target audience is can go a long way to help you rejuvenate your marketing strategy by enabling you to focus all your efforts on the people that make you money.

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