There’s nothing more frustrating than putting time and effort into an initiative, only to see it fail.
Whether you’re working on your first marketing campaign or you’ve been at this for a while, you might run into roadblocks that prevent your digital marketing efforts from reaching their full potential. Fortunately, there are many ways to avoid these pitfalls and increase the success of your marketing initiatives going forward. Keep reading for five reasons your digital marketing isn’t working and what you can do about it now to improve results in the future.
Your Content Isn’t Great If your content isn’t great, you can expect low engagement and low conversions—and that’s exactly what you’ll get.
You may think that you’ll be able to compensate for an inferior product with a stellar marketing campaign, but a great product always beats bad marketing. If your product isn’t worth talking about, it won’t matter how much you spend on marketing, because no one will talk about it.
Furthermore, high-quality content helps build your brand’s credibility, which will make it easier for you to bring in new customers with less effort down the line. For the most part, you should write your own content if you want it to be effective.
That said, you can also hire a freelance writer to create content for you, depending on your budget. You Don’t Have The Right Analytics Software In order to effectively gauge the success of your digital marketing initiatives and make adjustments when necessary, it’s important to have the right analytics software in place.
Whether you’re working with website traffic or social media engagement, the analytics tools that you choose to use can make a major difference in the success of your marketing campaigns.
For example, you’ll want to use a different analytics tool to measure the success of your content than the one you use to track your website traffic. That said, you don’t need to spend a lot of money on the right analytics software.
In fact, there are plenty of free analytics software options that should suffice for most businesses. You Haven’t Defined Success Before you even get started on your marketing initiatives, you need to make sure you’ve defined success. This will help you make more effective decisions along the way and ensure that you’re investing your time and money in the right areas. If you’re not clear on what success looks like for your marketing initiatives, you could end up throwing a lot of time and money away on initiatives that aren’t moving the needle.
For example, let’s say that you want to increase the number of leads generated by your website by 10%. You could spend thousands on an advertising campaign, only to realize that it wasn’t the right investment, because it didn’t drive enough traffic to be effective. Using a digital marketing goal tracking spreadsheet will make it easier to keep track of your success metrics and make adjustments when necessary.
Marketing and Product Aren’t Collaborating If you’re trying to attract customers with a digital marketing initiative and aren’t integrating the product into that solution, you could be missing out on an opportunity to drive more conversions.
If your customers are having trouble using your product, they’ll be likely to give up and go to your competitor. If you’re not collaborating with your product team to make your marketing initiatives more effective, you could be missing out on a major opportunity to boost sales. For example, let’s say that you want to boost the number of sign-ups for your SaaS app.
You could start running retargeting ads to try and get your app in front of as many people as possible, but you could get even more conversions if you integrated your product with your marketing. For instance, let’s say that you want to boost the number of sign-ups for your SaaS app for business owners.
You could create a retargeting ad that takes the user to a page with a widget that allows the customer to schedule a demo with one click. There’s No Quality Audience On-Board If you’re trying to generate leads with your marketing initiatives, but you don’t have an audience on board, your digital marketing initiatives won’t be nearly as effective as they could be.
Whether you’re creating content that gets shared on social media or trying to drive traffic to your website, you won’t be able to achieve your goal unless you have a quality audience on board. That said, it isn’t easy to build an audience.
You can’t just throw money at Facebook and expect them to deliver thousands of leads. If you want to build a quality audience, you need to put in the hard work to make it happen. That could mean creating content that resonates with your target audience. Alternatively, you could be investing time in outreach and building relationships with influencers in your industry.
The truth is that digital marketing is a delicate balance between art and science. If you have a solid understanding of your target audience and a creative way to speak to them, you’ll likely be able to generate leads from your marketing initiatives. However, if your digital marketing isn’t working, it could be because you need to tweak your approach or you haven’t put in the effort required to make it effective. For example, if you’re trying to generate leads from retargeting ads, but you aren’t testing different variations to see what works best, you won’t be able to tell which ads are the most effective. That said, it’s important to remember that no approach is a silver bullet. Even if you implement all five of these tips, there’s still a chance that your digital marketing won’t be effective.