Almost every business organization utilizes digital marketing strategies for the growth and expansion of its business. Once the digital marketing strategies are implemented, it is imperative to make sure that the strategies deliver results.
If your online marketing strategy is not getting your leads, conversions, or optimal ROI, then it is time to re-check your marketing strategies. However, it is not easy to determine when your marketing strategies need to be changed.
There could be multiple flaws in your existing marketing strategy. You may not know whether the marketing is effective if you don’t know what metrics to track and how. Also, you may see a certain amount of revenue coming in, but are you getting the optimal value of your investment?
Here are the 10 signs that it is now the time to re-access the performance of digital marketing strategies.
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You are not maximizing your ROI
If you are not getting the best returns from your investment, then it is time to check the cost per acquisition (CPA). When you start tracking your marketing campaigns, you will notice that certain channels are more effective than others.
The end goal is to attain the maximum number of customers or clients with the lowest amount of investment. You can determine the true ROI by comparing the results across different channels and campaigns. You will know what works and what doesn’t.
If the ROI is not maximized, then it is time to rethink your digital marketing strategies.
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The social campaigns are not working as expected
Most of the business organizations make the mistake of taking the “post & pray” approach. This means, they post content and hope that it will generate the desired engagement.
Instead, the reality should be posting content that will resonate with your audience. Every social media platform comprises its own set of analytics and performance metrics.
The likes, comments, shares, and clicks are good indicators of engagement. If you are sharing posts and hearing crickets, then things need to change.
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There is traffic but no conversions
Generating traffic/visitors is one aspect of digital marketing. However, if they don’t convert to customers/clients then it will not be profitable for you. Without conversion, you will not see the desired conversion.
Use Google Analytics to make sure that online marketing strategies are translating to conversions and not just limited to website visits. Track the conversions and determine the ROI of every campaign.
A lot of businesses invest in search engine optimization to attain highly targeted visitors. This will get you visitors who will subscribe to the newsletter, buy products, or reach out to you.
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You are seeing very less or no traffic at all
If you are seeing very little traffic, then this is also a bad sign too because the marketing efforts are not working. Most of the internet marketing platforms have their own algorithm that determines what content the users get to see.
For instance, on Facebook, the brands need to seek organic reach to get noticed by their target audience. In Google, it means optimizing the website so that it is displayed to the users in organic search.
Lesser traffic from the primary marketing channels means it is a clear sign that your marketing methods require a fix.
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Minimal returns on your paid ads
PPC ads are a good way to generate leads, but they can be extremely expensive if not done correctly. A lot of brands end up seeing poor results from the paid ads because they are not targeting correctly. This results in lesser conversion and the cost per click becomes too high.
The key to effective paid campaigns is to target the right audience with the right content. When you are running Google Ads, Facebook Ads, or Instagram Ads, make sure they are focused on your target audience.
CPC will vary but to make the best of it, you have to test the ad groups, ad copy, keywords, targeting, and more. This will help you maximize your ROI at the lowest CPC.
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Creating last-minute campaigns
A lot of us create digital marketing campaigns at the last minute. However, this should not be a tendency. Effective marketing campaigns take time, especially if you are analyzing existing data running A/B tests, segmenting your audience, and more.
To create an effective digital marketing strategy, it is important to plan well in advance. Conduct proper research on keywords, set up your ad targeting, hiring copywriters, and more. When you consider all the steps of planning and implementing an online marketing strategy, it works out well.
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Your website is getting buried in the search results
People utilize search engines like Google to seek brands, services, products, and information every day. Your audience is utilizing Google to look for brands like yours. If your website is not ranking high in search results, then you are missing out on a lot of potential customers.
A lot of websites will rank naturally but many will not. All the websites invest in their own SEO to rise up to the top of the search engine results page. Create an effective SEO strategy that involves optimizing your website, publishing high-quality content, target the right keywords, and attract valuable backlinks.
Do not leave the Google rankings up to chance. Make sure to have an SEO strategy to drive your website to the top.
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Not knowing how to analyze the performance of campaigns
If you don’t know how to measure the results, then too, your marketing strategies need a change. For every marketing platform and campaign, make sure that you have web analytics to track the Key Performance Indicators. The KPI’s need to be based on certain metrics to measure success.
- For SEO, the page views, bounce rates and conversions matter
- For social media, the number of likes, shares, comments or clicks matter
- For the Google Ads, it could be clicks, CPC or the click-through rates matter
Setting up the KPIs and knowing to track them, will help in evaluating the campaigns that yield results.
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No cohesive or multichannel marketing strategy
A lot of business individuals rely on a single marketing channel. That should not be the case. Never rely on a single marketing channel. The goal needs to be cohesive. Multiple marketing channels help in reaching out to potential customers from multiple touchpoints.
In this way, your brand value is communicated effectively through every channel. Also, you will be confident that your marketing campaigns are working together to attract ideal customers.
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Not getting the desired revenue
If you are spending time, efforts, and money into digital marketing strategies, you should yield the desired revenue. If the efforts are not delivering you the desired results, it is time to determine what is wrong.
Whether you are running your own marketing strategies or hired a company, take a good look at whether the campaigns are delivering results. If you are not seeing leads, conversions, traffic, and revenue, it is time for a different approach.
