One of the surest signs that your digital marketing is stalling is when you don't see the results you want in your marketing campaigns.
However, it is not always so easy to determine whether your marketing needs to be revised because your existing strategy can have many gaps.
The truth is, you may not know if your marketing is effective if you don't know which metrics to track or how to track them.
In addition, earnings may be generated. However, how do you know if you are getting the best possible results?
If you're looking for a sign that your digital marketing could use a makeover, check out this list.
1. You are not maximizing your ROI
The goal is always to see tangible results of your marketing efforts. But are you getting the best possible return on investment (ROI)?
It all depends on how high your cost per acquisition (CPA) is – how much it will cost you to acquire a new customer.
If you track the success of your marketing campaigns, you will likely find that some channels are more effective than others.
Your goal should be to win the maximum number of customers or customers at the lowest possible cost.
The only way to determine your actual ROI is to compare results across channels and campaigns and see which methods work best.
If you're not sure whether you're maximizing your ROI, it may be time to revise your marketing.
2. Your social campaigns are stalling
One of the biggest mistakes brands make in their social media marketing is the "post and pray" approach – that is, they publish content and pray that it will generate the engagement they want.
In fact, brands should publish content that they know will appeal to their audience based on existing data.
Each social media platform has its own version of the analysis, or at least its own performance metrics.
Likes, comments, social shares and clicks can be indicators of the engagement of the followers.
When you publish social media content and hear barbecues, something has to change.
Regardless of whether you invest your own time or have hired an agency to post on your behalf, this is an investment that should lead to results in making money.
Your flat social posts are certainly an indication that your marketing needs to be revised.
3. You see traffic but no conversions
Generating traffic is only part of the equation when it comes to running successful marketing campaigns.
You could attract thousands of website visitors every week, but if they become non-paying customers, you won't see the ROI you deserve.
Regardless of whether you do your own marketing or work with an agency, you want to be sure that your marketing not only leads to website visits, but also to conversions.
This means using analytics tools like Google Analytics to track conversions on your website, assign them to the right channel and determine the ROI for each of your campaigns.
For example, many companies invest in search engine optimization (SEO) to drive organic traffic to their website. However, this is rarely the ultimate goal.
You want traffic to be very targeted so that website visitors are interested in your offers, subscribe to your newsletter, buy your products or otherwise work with you.
4. You see little or no traffic
If you see little to no traffic, this is also a bad sign.
No traffic means that your marketing efforts are not helping to drive users to your website or social media platforms.
Most platforms have their own algorithm that determines what content is shown to users.
For Facebook, this means that brands that focus on organic reach are perceived by potential customers.
When it comes to Google, it means that you optimize your website so that it is displayed to users in the organic search results.
If you see little traffic from your primary marketing channels, this is a clear sign that your marketing needs a solution.
The right marketing strategies – and / or providers – help you to use these complex algorithms and to direct more traffic to your company via the appropriate platforms.
5. The returns on your paid ads are miserable
Pay per click (PPC) ads can be a great way to quickly generate more leads, but they can also be insanely expensive if done wrong.
Many brands see poor results with their paid ads because targeting is disabled, users don't convert, and / or the cost per click (CPC) is too high.
The key to effective paid campaigns is to target the right audience with the right content.
Regardless of whether you run Google ads, Facebook ads, Instagram ads, or others, you want your campaigns to target your ideal audience and show them relevant content.
Although the cost per click can vary widely, you want to be sure that you are getting the best for your money.
That means testing ad groups, ad copies, keywords, targeting, and more to get the lowest possible CPC and maximize your ROI.
6. Your campaigns are usually thrown together at the last minute
We are all guilty of throwing marketing campaigns together at the last minute. However, if this is your strategy, it may be time to take a different approach.
It takes time to put together effective marketing campaigns, especially since you should analyze existing data, segment your target audience, run your ads A / B tests, etc.
If you want your digital marketing to be coherent, you should plan most of your campaigns in advance.
This means that you have to take the necessary steps to set up your campaigns, such as: For example, do keyword research, target your ads, hire copywriters, and more.
Imagine the relief of planning your campaigns well in advance without having to throw them together at the last minute.
How much more effective would your marketing be if you had a clear action plan right from the start?
7. Your website will be buried in the search results
People use search engines like Google to find brands, services, products and information every day.
If your target audience uses Google to find brands like yours, but your website doesn't rank high in search results, you're likely to miss out on tons of potential customers.
Some websites will rank, of course, but many will not.
This is because the competition is likely to invest in their own search engine optimization to get to the top of the search results.
Again, you can't use the publish and pray method if you want to be competitive on Google.
To get out of the search results, you should have an effective SEO strategy.
This includes optimizing your website for searching, publishing high-quality content, targeting the right keywords and gaining valuable backlinks to your website.
Don't leave your Google rankings to chance. Make sure you have an SEO strategy that is actively working to get your website to the top.
8. You don't know how to analyze the performance of your campaigns
Many of the signs above need to be analyzed to determine whether your marketing efforts are actually delivering results.
But what if you have no idea how to measure the results?
If this is the case, your marketing approach may also need to be revised.
It’s not enough just to run a campaign and have a vague idea of how many leads or customers you’ll generate as a result.
With this approach, you don't have the information you need to determine your cost per acquisition or the resulting revenue.
For each marketing platform you use, make sure you've set up analytics to track key performance indicators (KPIs) for each of your campaigns.
These KPIs should be based on the metrics you are looking for to measure success.
- With SEO this can be page views, bounce rate or conversions.
- For social networks, these can be likes, comments, releases or clicks.
- For ads, this can be clicks, CPC, or clickthrough rate.
By setting these KPIs and knowing how to track them, you can assess whether your campaigns are actually delivering the results you want and whether you are maximizing your ROI.
9. You have no coherent multi-channel marketing strategy
When you rely on a single marketing channel, you're essentially putting all your eggs in one basket.
If this channel dries up, you run the risk of losing new leads and customers.
If your marketing strategy is disconnected and you don't know how each campaign fits into the big picture, there are likely to be gaps in your marketing at the same time.
This can result in potential customers being missed, potential customers missing during your sales cycle, or communicating an inconsistent brand identity.
Your goal should be a coherent multichannel marketing strategy that reaches potential customers across multiple touchpoints.
In this way, your brand value is communicated effectively across all channels and you have several options to attract customers.
In addition, you can be sure that your marketing campaigns all work together to attract your ideal customers.
10. You do not hit the desired sales figures
The last and perhaps most important sign that your marketing needs to be revised is when you don't reach your sales target.
If you put time or money into your digital marketing, you should get real results in terms of sales.
Assuming your marketing meets the criteria for increasing traffic and leads, you need to find a way to determine what will affect your sales.
- Which channels deliver the best results?
- Are your marketing dollars really paying off?
If you're not sure your marketing results are worth the cost, it may be time to get back on the drawing board.
It is risky to blindly channel money into your marketing without being able to measure results based on sales because you are likely to dry up your budget or even bring your business to its knees.
Whether you're doing your own marketing or working with a company, step back and see if your campaigns deliver the results you want.
If you don't see traffic, leads, and dollars, it's probably time to take a different approach.
Selected image: Created by the author, July 2020