What’s more frustrating than a digital marketing strategy gone wrong? Being unable to figure out why it went wrong.
If you’re struggling to reach your target audience, drive traffic, generate and convert leads, or see growth in your metrics, here are 10 likely reasons your digital marketing strategy isn’t working.
1. You Think You Have a Marketing Strategy (But Don’t)
Many organizations believe they have a digital marketing strategy when, in reality, they’re using a fragmented approach to achieve unclear goals.
If your strategy isn’t producing results, step back and evaluate what you want to achieve. Are your goals specific, realistic, measurable, and time-bound? If not, it’s probably time to tighten up your strategy.
2. You Need Digital Marketing Expertise
Effective digital marketing requires a wide range of expertise spanning multiple disciplines. Does your digital partner have expertise in design, search engine optimization, social media management, content creation, and data analysis?
If not, it may be time to shop for a partner who shares your vision and has the resources to bring it to life.
3. Your Budget & Goals are Not Aligned
Insufficient budgets and resources can seriously hinder the success of your strategy. Your goals should dictate your budget—not the other way around. By creating alignment between your budget and goals, you ensure that you have adequate resources to support your desired outcomes.
4. Your Expectations Are Vague
Why do nearly 80 percent of people abandon their New Year’s resolutions? One reason is that their goals are too vague. Many organizations make a similar mistake.
“I want to massively grow our revenue” is a vague goal. “I want to double my revenue in 12 months” is specific, measurable, time-bound, and likely realistic.
As you set expectations, clearly define the products, services, or markets you wish to grow. Then work backward to set clear, attainable expectations built around your budget.
5. You’re Using Too Many Vendors
A client recently came to us because their marketing strategy wasn’t working. After some digging, we learned this client had six digital marketing partners—and even more finger-pointing and excuses to wade through.
Once our client slimmed down and started working exclusively with us, they saw results.
Here’s the point: Hiring different companies for SEO and PPC, for example, can create conflicting strategies that lack cohesion.
The internet is a vast but interconnected web, and all the pieces need to work together towards a common goal. Find a single, qualified partner who can seamlessly integrate these disparate (yet connected) elements and drive success.
6. Missing or Incomplete Data
Research suggests that while 94 percent of businesses believe data is essential for growth, only 30 percent of those organizations have a clear data strategy!
This lack of a proper strategy often leads to issues such as incomplete analytics setup, ineffective form tracking, dynamic call tracking, keyword tracking, reporting, and undefined conversion goals.
The solution? Find the right team of experts who understands your goals, uses shared language, works within your budget, and removes the guesswork from your digital marketing strategy.
7. Poor Communication
If you’re experiencing physical pain, your physician can only diagnose and treat your symptoms if you are transparent and willing to maintain ongoing communication.
The same applies to the relationship with your digital partner.
When you see results, whether positive or negative, communicate them to your digital marketing partner. Additionally, keep key stakeholders informed and involved. Avoid the common mistake of excluding executives too early and granting decision-making authority to individuals who may lack the necessary qualifications.
8. You’re Impatient
Patience is a virtue in digital marketing, as strategies often require time to produce significant results.
SEO, for instance, typically takes three to six months before showing noticeable results. And while there’s a common misconception that PPC can drive immediate traffic and generate quick results, there’s a substantial ramp-up period that can last several weeks.
The bottom line is, don’t give up too soon or constantly start and stop your marketing efforts. These actions can really slow down your progress and hurt your return on investment.
9. You’re Unprepared
Another reason your digital marketing campaign may be failing is that you don’t have a solid sales process in place. Sometimes, businesses aren’t prepared to handle the influx of leads generated by their marketing efforts. This results in missed opportunities that can seriously hurt your ROI.
To tackle this issue, evaluate your sales as you build your marketing activities. This means ensuring you have the right resources, systems, and skilled individuals to effectively manage and nurture leads.
10. You Need to Be More Adaptable
The world of digital marketing is always changing, so it’s crucial to stay flexible and continuously improve your approach. Stay informed about the latest industry trends, and don’t hesitate to adjust your strategies based on new insights. Constantly fine-tune your campaigns to achieve better results and maintain a competitive edge.
Remember, in digital marketing, success belongs to those who are willing to adapt, evolve, and embrace change.
Ready to Build an Enviable Digital Marketing Strategy that Shows Results?
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