How do you know if your digital marketing strategy is working?
Metrics, you reply, but do you know which ones to use and how to track them? You’ve probably got some sales, but are you reaching your full potential? If you’re reading this, chances are you’re not doing as well as you could.
Read on to learn five signs your digital marketing strategy needs a revamp.
1. Little Traffic
It goes without saying that low or no traffic is bad. No traffic means your marketing campaigns aren’t working. Each platform has its own algorithm to determine which users see what content. To drive more traffic to your site, you must change your marketing strategies, and possibly your provider, to help you rate higher in these complex algorithms. Let’s say a customer is shopping for gifts for wife.
If, for example, you’re a pearl vendor like The Pearl Source, you must optimize your site so Google lists you as close to the top of the first search page as possible. As for Facebook, it’s so overrun with content, organic reach is declining. This means you must zero in on your target audience. By understanding their interests, you’ll get better returns.
2. Flat Social Media
A big mistake people make with social media is the ‘post and pray’ approach. This means posting content and praying it creates engagement. You must post content that will engage your particular base. Each platform has its own performance metrics. Likes, shares, and comments are all forms of engagement. If you’re getting radio silence, it’s time for an overhaul.
3. No Cohesive Strategy
You may get great results from a certain social media platform, but relying on a single channel for your digital marketing can be risky. What will you do if it dries up? You could lose out big time. You also don’t want to take a scattershot approach to the market. It’s important that individual campaigns work together, creating multiple opportunities to attract customers.
4. Low Conversions
A lot of brands use search engine optimization (SEO) to drive traffic to their site, but traffic isn’t the ultimate goal. Conversions are what you’re looking for, so the right traffic is what you want. This means people who will buy, subscribe, and who are generally interested in what you have to offer. Use tools such as Google Analytics to track this data and determine your return on investment for individual marketing campaigns.
5. Not Maximizing ROI
Tangibles such as sales or subscribers are great. But you also want to get the best return on your investment, or ROI. For this, you need to determine your cost per acquisition (CPA). This means how much money you’re spending to pick up a new customer. As you track your marketing campaigns, it’ll become clear that some channels give better results than others. Your goal should always be to bring in the most customers at the minimum cost. You can only determine your actual ROI by comparing results from multiple channels and multiple campaigns. If you notice that your numbers are down in certain sectors, it’s time to make some changes.
You don’t need a degree to do well in digital marketing. Implement some or all of these strategies, and watch your numbers soar!
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