Why Your Digital Marketing Is Underperforming
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Digital marketing works – when done right. So what’s wrong with yours?
Digital marketing can come in many different forms, from SEO and content marketing to Pay-Per-Click and EDMs.
While some of your campaigns may be performing well, you could find that others are dragging. Or, if there’s a cog missing somewhere in the digital marketing machine, they might all be underperforming.
We understand the frustration small business owners experience when digital marketing campaigns aren’t working. We’ve compiled a list of 3 issues to assess and readjust in order to better capture potential customers.
3 reasons why your digital marketing isn’t doing what you need it to
1. You’re targeting the wrong audience
If your target audience consists of 40-something-year-olds with families to feed and mortgages to pay, your content shouldn’t be crafted for Millennials who flat-share and think that owning a plant is too much responsibility.
Why? Because though these Millennials may increase traffic to your site, they won’t be the kind of traffic you want.
If they’re not interested in your product, it’s unlikely that their visiting your site will lead to conversions. In fact, it’ll probably just lead to a higher bounce rate.
Because Google – amongst other search engines – takes user engagement into account when ranking sites, this could adversely affect your overall performance in the search engine results pages.
Capturing leads and driving sales means directing targeted traffic to your site – the kind that needs your product and will do whatever it takes to get it. You want to target the people that are looking for what you offer, as that will be the audience more likely to convert.
2. You have unrealistic expectations of success
After pouring your heart and soul (and money) into a digital marketing campaign, it’s easy to assume the best. Like, how could it not go viral when you’ve put so much time and effort (and again, money) into it?
As with life in general, unrealistic expectations can leave you feeling disappointed if they aren’t met. When starting out on a new digital marketing campaign, it’s important to define the realistic results you expect to see before pushing it live.
And remember, patience is a virtue! Successful digital marketing campaigns – just like good cheese – can take time. Your business is going to be around just as long as you are (if not longer!), so it’s okay to invest time into your campaigns.
3. Difficult SEO Competition
Because Google’s intelligent (and somewhat dastardly) algorithms are always changing, it can be hard to keep up. Throw in fierce competition at the same time? That sounds like an exhausting task.
If you’re finding it hard to rank on Google, it’s time to reevaluate your SEO strategy. Are you using relevant keywords? Do you upload new content regularly? Is your site properly optimised?
Whatever the problem, there is always a solution. Whether you educate yourself on SEO or hire an agency to help, improving your ranking (and your digital marketing campaign) is possible. You just have to believe (and do the work)!
Now is the time to look at your digital marketing campaign with fresh eyes
If your digital marketing campaign(s) is underperforming, now is the time to do something about it. Analyse the data you have to see what’s working and what isn’t.
Whether it means starting from scratch or reworking what you’ve already got, you can improve your digital marketing performance. All it takes is a fresh-eyed review of your work and the will to move forward and grow.