8 Signs Your Digital Marketing Strategy is Due an Overhaul

by Sarah Ruhlman
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If you aren’t seeing the kind of results you’d expect from your online marketing campaigns, it could be time for an overhaul, but how can you be sure that shaking up your marketing is the right thing to do? Spotting any of the following signs is a good indicator…

The number of clicks has dwindled

Whether you’re using something like Whatagraph to monitor the clicks on your ads or you’re using your WordPress stats page to see how many visitors you have daily, if you’ve recently noticed a fall in the numbers, this is a really good indicator that whatever you’re doing to market your stuff right now is no longer working and a change may be needed. If you want to run a successful blog, website or online business, you need as many clicks as you can get and a fall in the numbers is a sure sign something has gone wrong.

Your ROI isn’t too healthy

Maximizing your return on investment is vital if you want to make money from your online endeavours, after all, it doesn’t matter how many clicks you get if it doesn’t ultimately translate into a profit for you or your business.

What you ideally need to do is acquire the largest number of customers or clients for the lowest amount of money possible. Good marketing can help you do this, whereas a poor marketing strategy will do quite the opposite. So if your cost per acquisition is creeping ever higher, this is a really good sign that you may need to overhaul your digital marketing strategy.

During your audit, you may find that some marketing channels are doing better in CPA terms than others. If that’s the case, keep them as they are and focus on modifying or maybe even losing those channels that are costing your more than they’re really worth. 

Your social campaigns get little engagement

Right now, if you want to promote your blog or business, one of the best ways to do it is with a strong social media campaign. Posting good content regularly is a great way to increase engagement and convert more customers. However, a lot of bloggers and businesses are really bad at social media. They don’t plan their posts, which means they are often less engaging, which means that they fall flat and don’t pick up many new customers at all. 

If your social media posts are getting few likes and even fewer comments, you may want to have a rethink. You may want to research your target audience to find out more about the kinds of things they’re interested in, and you may want to plan your post content around this data. You can’t expect to post any old rubbish and have people pay attention – you really do need to use all of the data at your disposal, and quite possibly a decent content writer, to ensure that every post your make on social media hits the mark and encourages more interaction.

You get plenty of traffic but no conversions

Sometime, you may find it easy to direct a lot of traffic to your blog or website, but once it’s there, you struggle to convert very many customers at all. This is a big sign that your digital marketing strategy is in need of an overhaul. You see, traffic generation is only one small part of the equation where digital marketing is concerned. There’s little point boasting your traffic if you can’t turn those visitors into cash, and this is where better SEO comes in. 

Instead of using more generalised keywords, you’re going to want to use highly targeted, often longtail keywords that bring in traffic from people who are looking for the exact thing you’re offering to sell them. Not only that, but you may want to focus on sending out newsletters to people who already subscribe to your site, and guest posting on blogs that sit squarely in your niche. By doing these things, you’re far more likely to hit on a strong target and increase your conversions. 

Your traffic has dwindled

Perhaps, a bigger problem and a far greater sign your marketing efforts aren’t working is a lack of any traffic at all. If you aren’t getting very many visitors to your website, it’s a clear indicator that whatever you’re doing isn’t working. If that’s the case, you may want to look at the specific algorithms that govern who will see posts on each individual social media platform so that you can game the system and get more eyes on your posts. You may also want to ensure that your posts are more engaging, and have your SEO person look at targeting more specific keywords as mentioned above.

You spend little time on your campaigns

If you’re the kind of person/company that puts together your marketing campaigns at the very last second, spending very little time on formulating a plan, it’s a really clear sign that you’re marketing strategy is not fit for purpose. So many people think that they can throw together quick social media post or cobble together a few PPC ads and the traffic will flow right in, but that’s not the case. If you want to bring in traffic AND convince them to buy, you need to plan extensively, put a lot of work into writing excellent copy and target as many channels as possible. This just isn’t something you can do at the last moment.

You’re nowhere near the first page of Google

Sure, not everyone can be on the first page of Google, but if you’re buried way back on the 10th, you need to start doing something differently, starting with a better SEO strategy, after all, if you want to be as successful as possible, you need as many people as possible to find you online and that just isn’t going to be happen if you’re buried at the back.

You Don’t Have a Cohesive, Multichannel Marketing Strategy

It’s never a good idea to put all of your eggs in one basket, but if you’re relying on just one or two marketing channels, that’s exactly what you are doing, and it is a sure sign that you need to shake things up.

You may think that marketing on Facebook and Google ads is all you need to get the job done, but what if they were to fall out of favour with your target audience or go down for whatever reason? You’d potentially lose a lot of money and a big slice of your audience.

If you want to build traffic and convert as many people as possible, you need to be marketing on as many channels as possible from Instagram to Tik Tok. Not only that, but you need to tailor your marketing content on each platform to the kinds of people who use those platforms – a one size fits all approach is unlikely to work. That being said, your marketing efforts on each channel must still be cohesive enough that you can build a strong brand identity and easily switch between platforms as your audience grows and changes.

Spot one ort more of these signs? It’s time to start rethinking your digital marketing strategy. You don’t have to do it all at once, but you should make a real effort to update each and every area that is not bringing you the kind of results you would expect to see. Eventually, you’ll be in an excellent position to make more money online.

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