Not seeing the results you were hoping for? You may need to relook at your approach to digital marketing.
Digital marketing consists of so many different elements that if you don’t have a strategy in place, there’s a very good chance your business is going to come up short.
If you already have a strategy in place but you aren’t seeing any results, this doesn’t necessarily mean that online marketing isn’t for you, it may actually mean that your strategy needs to be reworked.
Digital marketing will be different for every business and what works for one brand won’t always work for another. Before you start relooking at the specific details of your strategy, it’s important to make sure that you aren’t overlooking some of the basics.
It is next to impossible to gauge the success of your digital marketing strategy when you have nothing to measure it against. Every successful digital marketing strategy has one or several clear and specific goals. Are you achieving the right ROI? Has your website traffic increased? How much has your email database grown? Goals are essential!
Change isn’t easy and it’s hardly ever comfortable but it is necessary and above all else, inevitable. The business landscape is changing at such a rapid pace and consumer needs are evolving too, which means at some point or another, your business is going to need to adapt or fall behind. For example, you may have been getting by with just a website and a weekly newsletter but if you’re seeing a decline in sales and website traffic, it’s time to explore new options that are going to help you generate the business you need to survive. It’s crucial to keep track of where your customers are spending their time online, how they prefer to shop and what they base their decisions on. If your digital marketing strategy is no longer producing results, it’s time to indulge in a little research and make some necessary adjustments.
What steps are you taking to collect data on potential customers when they visit your website? You may be generating high levels of traffic but this doesn’t necessarily mean that your phones are going to automatically start ringing. To ensure that you’re covering all your bases, make sure that you are collecting lead data on your website so that you can get in touch with potential customers too. This could be in the form of an ebook download, a newsletter sign up form or a monthly competition. If you aren’t encouraging your visitors to take action, you’re losing out on a lot of potential business.
Perhaps you are gathering lead data but if you’re not doing anything with it, what’s the point? According to Forbes, businesses are wasting over 70% of their internet leads – that’s certainly not a small number. If you are making a point of collecting data on potential customers, make sure that you are also working on campaigns that will allow you to follow up with them.
Online users consume hours of content every day but if your content doesn’t grab and keep their attention, you’re probably wasting your time. Content has the potential to generate a large percentage of new business but only if you’re getting it right. If your business is going to rely on content to drive website traffic and boost brand awareness, it has to be unique, interesting and appeal to the needs of your customers. Quality content requires a little creativity and a whole lot of research. Analytics platforms such as KOBIT play a crucial role in the content process. Not only will your website, email and social media analytics tell you what topics are more popular amongst your target audience but the content format they’re responding to too.
Digital marketing is a must for all businesses but it’s important to remember that it does take time and patience to find a formula that works for you. Provided you’re getting the basics right, all that’s left to do is test, optimize and test some more.