A digital marketing strategy is a combination of all the actions a business takes online to increase its visibility and sales. These actions include online advertising, website creation and different platform marketing (social media marketing, influencer marketing, etc).
One of the key benefits of digital marketing is the immediate feedback you get on whether or not a campaign is working. This can be in the form of minimal clicks on your advert, negative social media responses or lack of improvement on your page visits or sales.
It is important to know whether or not your digital strategy is working to succeed in selling products or services online. Keep reading below for 5 key indicators that your digital strategy is not working and what to do about it.
1. Poor Conversion Rates
If you have numerous people visiting your webpage but very few of them buying anything, then your website has poor conversion rates. This shows that either your sales targeting is wrong, or your product and service offerings do not suit your market. You must analyze the behaviors of your online visitors and find out at why and where they are dropping from your website.
Checking the pages where most users drop off will give you some insight into why your conversation rates are low so that you can fix the issue. A high bounce rate, where users leave as soon as they land on your page, may indicate that your site is too slow or inaccessible on mobile devices. Therefore, many users give up trying to navigate it.
If users reach your sales page but click off your site it may be that your prices may be too high for the demographic you’ve been targeting. Knowing who your most important buyers are and what they are looking for will help you create content and products that suit them. This will help to increase your online marketing effectiveness as well as your sales.
2. Unimpressive SEO Rankings
Your SEO ranking should go higher as your website grows. If you monitor your ranking and find that it drops daily then you know that something is wrong with your SEO optimization. Correct this by testing every page to ensure that it is SEO optimized for a certain keyword. Several online plugins are available and you can choose any of these to test webpage SEO.
There are some quick fixes to rank better on search engines. This includes having great internal links and using authoritative outside links. You can also create pages with high ranking keywords as well as long-tail keywords.
3. Low Email Subscriptions
Another great indicator of a poor digital strategy is a lack of people subscribing to your email list. If your email subscriptions have been steadily decreasing, this may also indicate a problem. It could be that you have not built a high converting funnel for your audience.
Maybe your landing page has stopped being effective on your target market. There may be fewer people visiting your website due to a reduced awareness of your services. These are both red flag alerts.
To increase your email subscriptions, you may need to advertise your website more or promote it better on social media. Be sure that you keep offering readers value so that they may be interested in signing up for your email newsletters. Great content is the basis of any successful digital strategy.
4. Lack Of Engagement
An effective digital strategy should result in lots of engagement from your audience. This may look like comments both on your website and social media. There could also be a lot of clickthroughs on the links posted on your website.
However, if you are creating content but all you hear is crickets, then there is something wrong with your digital marketing. There’s a possibility the content is unentertaining, irrelevant or useless to your demographic. Your message may also not be reaching its audience due to a lack of promotion or advertising.
To increase engagement the solution is to ensure that you know your target market and create content that will be entertaining and useful for them. Also, use SEO optimization to rank highly on search engines so that your people can find your articles easily.
Remember to participate in online forums and comment on social media posts that are relevant to your niche. This is so your targets can see you and follow you back to your social media page or website.
5. Lack Of Media Shoutouts
People acknowledging your business is a great way to gauge marketing efforts. For instance, if you receive lots of mentions by social media influencers and news outlets, then you know that your digital marketing strategy is working and paying off.
Use google alerts to get notifications whenever your brand is mentioned on the internet. This way you can be aware of any mentions soon after they occur and can quickly control any negative news. Google alerts will also help you keep track of your brand visibility.
There are a few ways of increasing your brand awareness and visibility. This includes taking part in charity events, donating funds to causes that resonate with your brand, paying social influencers to promote your brand, etc.
If mentions of your brand slowdown, you must find ways to create more attention. Making the right decisions when you have momentum is important. Although it is said there is no bad PR you definitely want to be mentioned positively on the internet.
Constantly Review And Update Your Digital Strategy
The digital world changes at a terrific speed, hence marketers must be on top of staying up to date with the latest online trends. Those that don’t constantly update their digital strategy could suffer from low lead conversions and sales. Measuring the results of your digital marketing will help you know whether or not your efforts are working and what changes should be made.
Pay attention to some of the signs mentioned above to evaluate your current marketing strategy. Fixing the issue right away could save you lots of time and money.
If you’re looking for help with finding solutions to your marketing issues or creating an effective strategy, feel free to contact me today!