Digital marketing is comparatively new compared to all the other marketing techniques. It is a modern-day business weapon to generate more sales for any business out there.
However, there are a lot of people that experience frustration with their digital marketing and advertising efforts. Many talk about the fact that their digital marketing campaigns did not give them satisfying results.
So the question is why is your digital marketing campaign is under performing?
Well, to help you to understand this, I am going to share the top 5 reasons your digital marketing is under performing so that you can easily know the mistakes that you are making and fix them as soon as possible.
Let’s get to the topic!
5 Reasons Your Digital Marketing Is Under Performing
1. You are Tracking the Wrong Metrics
One of the common mistakes that many make is that they look into the wrong metrics when tracking their digital marketing campaigns or not utilizing an ad tracker for the PPC campaigns. If you are running a specific campaign, but you are tracking the wrong metrics, then you will keep spending money but it will not help you to improve your conversions.
For example, there are quite a lot of people who want buyers from their email campaigns. While in this case, someone might look at click through rates (CTRs) and resulted sales. But, they often forget to look at other valuable marketing and website metrics like mail opening rates and CTRs of landing pages and opt-in pages, which may tell a more accurate story of the success of the campaign.
So, the question is, what is the solution? Well, for this, you can switch your focus from CTRs and conversions to data like user experience on the landing page and finding where they are exiting the funnel. But you should not completely forget about other data like telephone calls, email link clicks, downloads, live chat, and so on.
By doing so, you will be able to figure out which platform is working the best for you across all conversion metrics so that you can invest in those channels and get more sales.
2. You are Getting Traffic But No Conversions
Is your website getting traffic but no conversions? This is one of the most common issues that business owners face and if your traffic is increasing, but conversions are suffering, then there are several things you need to look at.
The first thing that you must do is know and understand your target market. Your buyer persona is the key to every marketing campaign. If you are not sure who your customers are and what they want then you are not going to be successful. Figure out the answer to these marketing questions and then target your users based on what they care about.
Great Resource: Marketing Questions Every Business Owner Must Ask Themselves
Part of this optimization is to write better ad copy and relatable content. It would be wise to invest in good copywriters who can offer you great quality content and not cheap content. Also, copywriting includes blog writing, marketing copy across all platforms, landing pages, emails, and so on. If this marketing is written poorly, then your traffic is never going to convert as well as it should.
You should also make your messaging consistent. If you are offering a product and the USP of your product is not clearly defined and explained hen it will only confuse your customers. So make sure to deliver a clean message across all your marketing channels and campaigns.
Great Resource: Why Your Website Design is Costing You Conversions and Revenue
3. You are Running Campaigns on the Wrong Channel
There is also a high chance that you are running campaigns on the wrong marketing channel. It is extremely important that you perform in-depth consumer research. Once you’re done with customer research, you can spy on successful ad campaigns, analyze what’s working for these ads, and then replicate them into your campaigns in a better way.
When you have in-depth research about your customers, then your ads will convert in a better way. If you do not, then it does not matter if you are using social media or online ads, they are not going to work for you.
It is extremely important that you understand your audience and then do your customer research. While most of the business owners think that they know their customers, in reality, they do not or they do not know them as well as they should.
You have to ask yourself questions like:
- Where do my target customers hang out online?
- Do they respond to ads?
- Do they prefer to establish trust via authoritative content instead?
As well as a bunch of other questions that can be found here: 41 Marketing Questions Every Business Owner Should Ask Themselves
Once you have understood your customer base, you will have a clear idea about which platforms you should target and in what kind of campaigns you must invest in.
4. You’re Not Patient Enough
Just like any other marketing efforts, digital marketing requires you to be patient. It is an investment. The best investments take time. I liken digital marketing to growing a plant. You must invest in the pot, the soil, and the seeds, but that does not mean the plant will grow. You then must be patient and consistent with watering, giving the plant sunlight, and much more.
Also, time mostly depends on:
- How well you develop and implement your strategies?
- How consistently are you putting your efforts into marketing?
- What’s the competition like?
- What you did to improve your marketing efforts?
For example, with social media, you will need to wait a couple of months to gather a large enough community to make your marketing efforts worthwhile. But with SEO, you will have to wait for at least a year to start seeing the amazing and exponential results.
You need to see where you are focusing your efforts and how you are trying to generate leads and conversions. If you are using an organic method, it will take time for you. There is no way to fast forward things unless you are using paid advertisements.
5. You Have Some Tough SEO Competition
SEO is hard work and takes time and dedication. There is no doubt about this, but it gets harder when you are in a competitive space. The question is, how do you stand apart from the rest of your competitors?
Well, the first thing that you must do is differentiate yourself and the way that you market your products or services. You will need to check your competitors and see what they are doing and perform competitor research. Try to utilize a different strategy like adding videos on top of articles and ranking them on YouTube.
You can target those keywords that your competitors have not touched yet as well. Be sure to do your keyword research to identify where you want to position yourself in the market.
Also, you need to stay up to date. Algorithm updates happen quite often, and SEO is changing day by day. It is a good idea to stay up to date on the latest techniques to beat your competitors.
Most importantly, you should optimize your website properly. If your website is poorly optimized, then it is not going to stand a chance.
Start by conducting an SEO audit to see what you need to improve on. In case you are not sure how SEO works, it would be wise to work with a trusted SEO agency.