Have you experienced how, when you’re completely engrossed in something, you fail to notice something that’s right in front of you?
I’m sure this has happened to everyone, and as an online business owner, you are no exception. There’s so much to do to keep your brand up and running successfully, from content marketing to search engine optimization to managing social media platforms. In fact, the list of responsibilities can go on and on.
So in all the mayhem, you’ve failed to notice that something was off about your current digital marketing strategy. And now you’re questioning yourself why you didn’t hear the warning bells sooner. But don’t be too hard on yourself. There are many good entrepreneurs in the same boat as you.
But instead of crying over spilled milk, how about doing something proactive. It’s time to learn from your mistakes and update your digital marketing strategy so that it works for your brand instead of against it.
Let’s begin by identifying the initial signs that indicate that it’s time for a renovation. What’s more, we’ll mention ways to help you be more prepared to adopt change in the future.
Ready to get started on revamping your digital marketing strategy?
1. Old is gold- but not when it comes to digital marketing
“You can’t help getting older, but you don’t have to get old.” George Burns, American comedian
According to fundera.com, 50% of small businesses fail after 5 years, while 70% do so in their 10th year. CBInsights analysis stated that one of the reasons those businesses failed was poor marketing (14%).
The digital landscape is a fast-paced one. Everything changes rather quickly, and trends are continually evolving. And that applies to your marketing plan as well. Generally speaking, a digital marketing plan for more than 2 to 3 years old is outdated. Search engine algorithms and tools will have changed substantially within this period.
Keeping sales and marketing strategies up to date is a must for success, no matter how exhausting it may feel. Best practices include looking at your digital marketing plan at least once a year to ensure that you are aware of changes in the market and consumer choices. This will allow you to alter strategies and do what’s best for the business. Moreover, you will be in a better stance to stay ahead of the competition as well as capitalize on emerging opportunities.
2. You have a lot of visitors but not enough customers
“A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him.” Mahatma Gandhi
Traffic generation is an essential aspect of a successful marketing campaign. But when your site is getting qualified traffic, and hardly any of them convert into customers, you know something is definitely wrong. It’s an indication that people are still searching for that particular product or service, but they are just not buying from you. Moreover, if they aren’t converting into customers, your ROI will begin to fall.
It’s time to bring conversion rate optimization (CRO) into the arena to prevent further damage. This can help highlight exactly which points in the sales funnel are breaking down. By tracking the behavior of on-site visitors, you can analyze what aspects of your website need to be addressed. Initiatives such as updating content, improving navigation, offering mobile-optimized shopping should be considered.
3. There’s little or no traffic
“The customer’s perception is your reality.” Kate Zabriskie
No matter how good you think your digital marketing strategy may be, the traffic to your site or social media platforms speaks the truth. Little or no traffic means your marketing efforts are not on target. The problem may be due to a weak SEO game, poor backlinking strategy, outdated keywords, content that doesn’t offer much value, the site isn’t user-friendly, or you’re not active enough on social media.
Driving traffic to your website is hard work. But that’s where all the action is. More importantly, you need to focus on producing new, high-quality content at least once a month to show yourself as a figure of authority. Moreover, aim at targeting the right keywords, attracting valuable backlinks to your site, and producing evergreen content that holds interest and search volume for a longer time.
4. Your rankings are slipping
“The best place to hide a dead body is page two of Google.” Anonymous
Brands depend on online visibility for success. So showing up on search is essential, and for that, you will need an up-to-date SEO. Since Google updates its algorithms regularly, your stagnant SEO strategy will negatively influence your rankings sooner or later.
As a website owner, you already understand the importance of keywords. They need to be researched and replaced with relevant search terms from time to time. However, you should be aware by now that multiple factors go into SEO. Other critical factors include technical aspects of your site, such as loading speed, structure, security, user-friendliness, and mobile optimization. Maybe it’s time to add local SEO services for your current SEO strategy.
Above all, for your overall digital marketing strategy to be effective, you must keep SEO an ongoing process. It can’t be something that is ticked off a checklist and forgotten.
5. Mobile traffic shows a high bounce rate
“Your most unhappy customers are your greatest source of learning.” Bill Gates
Consumers are demanding a new way of consuming information. They want faster and more secure access to the internet while on the go. If your website doesn’t match these criteria, your target audience will simply go somewhere else.
If most of your qualified mobile traffic abandons the site within seconds, you need to find out why they are leaving so quickly. It’s often either slow loading speeds or the site doesn’t perform the same across all platforms such as smartphones, tablets, laptops, and desktops. But with the help of analytics tools, key metrics such as traffic, pages visited, duration of visits, and conversions can pinpoint where the problems lie.
To resolve the issue, you need to implement a responsive website that focuses on improving user experience and page designs. For example, consider streamlining the online shopping process by reducing the number of clicks it takes from the point of entry to the moment of purchase.
6. Social media mentions and engagements are going down
“Brands that use social media as a broadcast system will end up pretty lonely.” Kim Garst
If your digital marketing campaign is spot on, people should be engaging with you or talking about your brand- and that too in the right way. When you see mentions and engagement go down, that’s a big no-no. It means that, first and foremost, the content you post does not resonate with the audience, and your brand is not connecting with the target audience. You are speaking at them, not with them.
The problem could stem from aspects such as the format you use not aligning with consumer choices or minor grammatical errors in your post. For instance, if you use only text, you may not be engaging enough for the 83% who prefer videos. On the other hand, a typo invites skepticism in first-time users and new customers. This could harm conversion rates and brand loyalty, making it harder to maintain yourself as a figure of authority.
Monitoring brand mentions with the help of hashtags and keywords is doable. But what’s more critical is analyzing what people are saying about your brand and how they feel. For that, you may need the help of media monitoring tools to keep track of conversations around your brand, competitors, industry, etc.
But the actual question is, what can you do to improve your presence on social media? It begins with being responsive. Replying to comments is an easy way to generate engagement and enhance brand loyalty. Furthermore, add a human touch by leveraging influencers. After all, consumers are more willing to trust people than faceless, corporate brands.
7. Revenue is falling
“ Making a product is just an activity, making a profit on a product is the achievement.” Meet Hipara
At the end of the day, it’s the profit that fuels the company. If you’re investing time and resources in a digital marketing strategy that isn’t delivering enough ROI, you need a severe overhaul pronto.
At the most basic level, a plan that drives customers and leads hold some potential. But if neither of those numbers are being met, you need to step back and reassess. It’s important to understand that your sales and marketing teams need to work together and identify what channels are yielding the best results. By focusing more on those aspects that bring in the best returns, you have a better chance of making your brand profitable.
You’ve worked so hard to get your business off the ground. So you don’t think there could be anything possibly wrong with it. Or is there? Failing to notice the warning signs that it’s time to update your digital marketing strategy could bring more damage to your business than you can imagine.
To stay abreast of other brands in the fierce digital arena, you need to remain vigilant about your brand’s competitiveness. Your job description includes accepting all kinds of challenges. And that means creating, implementing, and managing strategies regularly to keep your online enterprise successful- not once- but always. More importantly, you need to ensure that all your SEO, CRO, and social media campaigns are a cohesive part of your digital marketing strategy.
We’ve mentioned only a few signs that indicate your digital marketing strategy needs a makeover. If you have more thoughts on the topic, we would like to hear them.