You say you have a digital marketing strategy. You’ve opened a bunch of social media accounts, started working on your email list, and even started doing SEO. Still, you’re still far from the results you’ve expected to see. Your website traffic is poor, people’s engagement with your brand is unsatisfactory, and you’re not even on the first page in the SERPs.
So, what’s the problem?
You’ve probably underestimated the importance of your digital marketing campaign.
Digital marketing is more than having a few social media profiles, building links or creating a website. It’s about the way you use these techniques to reach out to your customers and become a reliable source of information. And, to do so, you need to constantly improve your skills, keep track of the trends, and measure your performance.
Here is where you’re wrong.
You’re not Allocating your Resouces Adequately
One of the major mistakes businesses make is not allocating enough resources to their digital marketing campaigns. Namely, every aspect of your strategy requires strategic budget planning and investment.
You will need to invest in numerous tools, from project management software to SEO tools, which will facilitate your team’s communication and automate most of your practices. The same goes for your workload. To be successful, a digital marketing plan needs to be implemented by a team of highly knowledgeable people. So, will you build an in-house team of digital marketers or hire a digital marketing agency? Your decision depends on your goals and resources.
Ask yourself whether you can cover the expenses of your digital marketing campaign on your own. If not, what funding options will you choose? Would you take out a bank loan or go with some less risky options, such as applying for personal loans? Once you get the money, you need to invest it in the right strategies that will boost your ROI. That’s exactly why you need to plan all this in advance.
You’re not Targeting the Right People
Digital marketing is highly customizable. This means that it gives you the opportunity to do a detailed customer segmentation and target only those people who are interested in your products and services.
And, if you’re not using this type of data to your advantage, you’re terribly wrong.
When starting out, many entrepreneurs believe that they should target as wide group of people as possible. But, it doesn’t make sense. Why should you sell toothpaste to people with artificial teeth or offer dog food to those not having a pet?
In other words, you need to narrow your target audience as much as possible. This way, you will manage to generate relevant traffic to your site, boost people’s engagement with your brand, and skyrocket your sales.
You Don’t Have a Blog
A blog is one of the most critical elements of every website. By creating relevant and user-friendly content, you will establish yourself as an authority in your niche. Sooner or later, people will notice the quality of your content and start sharing it and linking to it regularly. And, as the number of organic and quality links to your site grows, Google will also see you as a relevant source of information and rank you higher.
Blogs also serve as an awesome engagement booster. Namely, you will inspire people to visit you over and over again. Most importantly, they will start commenting on your posts, asking questions. This is a great opportunity for you to answer all their questions, as well as collect their feedback.
You’re not Investing in Interactive Content
In today’s era of AI and VR, writing a few articles per month is not enough to set yourself apart from your competitors. You need to make your content highly informative, interactive and, above all, intriguing enough to keep a reader interested from beginning to end.
Precisely because of this, you need to experiment with the forms of content.
Create content that informs. The 2017 Content Preferences Survey emphasizes that people are most willing to sign up for an email list in exchange for whitepapers, eBooks, webinars, case studies, and reports. Make sure these pieces of content are relevant, educative, and backed up with relevant data and statistics.
Visualize your posts. Create infographics, which are liked and shared three times more than any other form of content on social networks. You can use videos to generate more leads, as well. What’s great about these forms of content is that they allow you to represent difficult concepts in a more digestible and comprehensive way.
You could also use content that will guide your customers through different stages of your sales funnel. Ask them to take a quiz to find out which of your products meets their needs. The results are based on their answers, meaning that they are highly personalized. The next step would be the implementation of a “Buy Now” CTA that would take them directly to their ideal product and inspire them to make a purchase.
You’re not on Social Networks
Social media marketing is the holy grail of your business. Namely, Statista predicts that there will be more than 3.02 billion social media users by 2021.
So, if you’re not using social networks to promote your business, you need to rethink your strategy.
First, social networks are one of the most powerful ways to promote your content to your target audience. Apart from sharing your blog posts, you can use these channels to humanize your brand. Share live videos, motivational quotes, gifs, or behind-the-scenes photos to boost people’s engagement. To make the process of content sharing simpler, you can use social media management tools like Buffer or Hootsuite that allow you to schedule your posts and manage your curated content effectively.
Second, you can use them to segment your target audience and build perfect buyer personas.
Third, social networks are a perfect place to collect your customers’ feedback. Monitor their comments or ask them to review your pages and to participate in your Facebook poll. Check your inbox and answer their questions regularly. Take advantage of social listening, too. With the help of social media monitoring tools, you can get notified whenever someone mentions your brand or product. This is a great way to see what people think of you, as well as to provide them with the real-time feedback they’ll appreciate.
Your Site is not Responsive
Google has rolled out their mobile-first index, meaning that from now, they will predominantly use the mobile version of a site when ranking it. In other words, if your site is not optimized for mobile, its rankings will suffer.
So, is your site responsive enough? Keep in mind that responsiveness has nothing to do with mobile-friendliness. Responsive website design is dynamic, flexible, and fluid. It changes according to the type of your users’ screens to provide them with the exceptional user experience.
Test your site and pay attention to all potential elements that need to get optimized. How complex is your navigation? Is your content easily readable? If your customers need to spend 5 minutes scrolling through a huge text, it’s no good. Remember, content provided in blocks and the lack of white space around it are some of the major customer repellents. What about your CTA- how visible and visually appealing is it?
If you need more information on how to prepare your site for the Google mobile-first index, check this Search Engine Land’s post.
You’re not Tracking the Right KPI’s
Every aspect of your digital marketing campaign, from your email marketing strategy to your social networking efforts can be measured. Every link you build and every blog post you publish can be analyzed to the tiniest detail. That’s the beauty of digital marketing and you need to leverage it.
Track your social media campaigns. Don’t focus on vanity metrics like the number of comments, shares, likes, or followers. All they do is flatter to you and yet don’t inform you about your real performance online. Instead, pay attention to your social share of voice, the audience growth rate, a new follower rate, the conversion rate, the applause rate, etc.
Measure the effectiveness of your email campaigns, as well. Analyze all major KPIs, such as your open rates, conversion rates, subscriber list activity, bounce rates, device types, and unsubscribe rates to see what strategies work for you.
Track your website’s performance. There are numerous SEO tools that will not only help you analyze your rankings, website traffic, and customer conversions, but also allow you to perform a detailed keyword, on-page SEO, and off-page SEO audits.
If you feel that your digital marketing strategy isn’t working, you’re definitely not alone. Many businesses make similar mistakes when they start discovering the benefits of digital marketing.
Fortunately, you can detect all major problems you’ve been facing and eliminate them effectively. All you need to do monitor your online performance regularly, analyze the changes in the digital marketing industry, set achievable goals, and create a solid plan around them.