5 Signs Your Digital Marketing Strategy Isn't Working Anymore
Digital marketing is essential in getting your brand known out there in this digital era. And, the best way to go about it is to have a solid digital marketing strategy in place. However, even the best-crafted strategy can get to a point where it is not working anymore.
Unfortunately, you are losing money if the strategy isn’t delivering any value to your business. Your next best action should be to find ways to improve the strategy so you can start seeing results. How can you tell that your digital marketing strategy is no longer effective? Here are five telltale signs to look out for as well as how you can improve going forward.
Reduced traffic on your website
You see increased traffic on your website when your digital marketing strategy is working. If you see a decline in the numbers, especially at an alarming rate, it is clear that you need to do something. One of the reasons this could be happening is that you are not receiving enough visibility. Your website could probably be ranking at the bottom of the search engines. If this is the case, you need to reevaluate your SEO strategy.
At this juncture, it is not the time to go at it alone. Make sure to seek expert advice. Working with a reliable digital marketing agency can help you diagnose your SEO strategy and find a cure. The experts can help you create a good strategy that works for your business so you can start seeing more traffic your website’s way.
Increased bounce rate
Your website could be receiving good traffic, but the visitors are bouncing off at a rather high rate. This means that people visiting your website leave without doing anything else such as clicking another page. A possible reason for this could be poor website user experience. The pages of your website could be taking too long to load.
Unfortunately, people aren’t that patient. They are highly likely to bounce if they have to wait for minutes, or even seconds, for a page to load. In addition, the landing page of your website could be too confusing, making it difficult to navigate.
What can you do to improve? Work with your web design and web development teams to create a pain-free experience for users. Focus on speeding up load time and creating a clear design that isn’t confusing.
Are your website visitors converting to customers as per your goals? Your digital marketing strategy shouldn’t just lead to increased website traffic. It should also ensure that the leads are converting to customers. Otherwise, you risk your business dwindling due to reduced sales. Some of the reasons why leads aren’t converting include:
- Targeting the wrong audience that isn’t relevant to your business
- Poor ad targeting
- Changes to your website design
- Poor user experience
Start by determining your ideal customer and then change your targeting to the right audience. If you have recently made changes to your website, do an analysis to determine the ones that might not be well received. You can consider going back to an earlier design to see if it makes a difference. Again, work on improving the website user experience.
Lack of engagement
Customer engagement is critical in building a loyal customer base. It is through engaging with customers on various digital platforms that businesses get opportunities to build meaningful relationships that bring business benefits. If your online audience isn’t showing any interest in engaging with your brand, it is time to restrategize.
For starters, start creating engaging content that encourages your audience to ask questions, leave comments, and share. This could include creating keyword-optimized posts, running contests, and including engaging videos and images. In addition, your digital marketing strategy should include responding to comments and answering questions to keep the conversations going.
Strategies like online reputation management are also important to create a better connection with your customer base. These strategies allow customers to interact with your brand and leave feedback, which can be used to strengthen the relationship between your business and its customers.
Reduced or no ad clicks
Any business would want to see more people clicking through campaign ads. At the end of the day, you want a successful campaign that can lead to increased sales. If you see low clicks it could be a sign that something isn’t working as it should. This could be because your ad content is not resonating with your audience.
Rather than selling features of your product, consider selling value. Start telling people how your product can help them solve their problems. In addition, include search keywords in your ad text to increase visibility.
It is important to keep an eye on your digital marketing strategy to ensure that it keeps delivering results over time. However, if you notice reduced traffic, low conversion rate, high bounce rate, no ad clicks, and lack of engagement, it is clear that the strategy isn’t as effective. In such cases, get to the root cause and find ways to improve. Ultimately, consider working with a proven expert that will help you take your marketing strategy to the next level.
Rachel Eleza is a marketing director and a writer for different relevant blogs in the niche. She has worked with companies in the commercial real estate industry for a few years and has now broadened her focus to other industries as well. In her free time, she loves reading and traveling. When she's not working or writing, she's usually baking up a storm or trying to find new ways to get inspired.