Digital marketing has been around since the 1990s, and it’s easier to do than ever before. Yet, many companies struggle with maintaining their digital marketing. Why is this?
The reason for this could be one of two things: either they’re not trying hard enough, or they’re doing something wrong that needs fixing fast. I’ll explore both possibilities below so you can decide which scenario fits your company best.
Your company might not be trying hard enough.
You’ll notice problems immediately if you’re not trying as hard as you should be. It’s easy to see which bits of digital marketing are working and which ones aren’t, but it’s much harder for companies that aren’t fully committed to the process.
Digital media is very measurable. You can quickly determine which parts of your digital marketing are working and which aren’t, yet many companies don’t spend enough time checking what’s practical. If any part of your digital marketing isn’t making the grade, you need to change it before it becomes a bigger problem.
You might be doing something wrong that needs fixing fast.
There are many ways to improve your digital marketing, and there’s no single solution that fits everyone. You’ll need to find the ideal combination of actions for your company if you want to maintain it successfully.
The most common mistake is rushing into new campaigns without testing them out first. This wastes time and money, reduces the quality of your digital marketing, and could even harm your business if you implement the campaign poorly.
1. Digital Marketing in a Nutshell
Digital marketing is challenging to many companies because of its level of measurability. Unlike other forms of marketing, where you can quickly see if your efforts are practical, you need to spend more time checking how well your digital inputs are performing. But it’s precisely that measurability that makes digital media so popular with business owners and marketers. You can measure many inputs, including:
- Social media analytics
- And more…
Digital marketing is measurable because you can check all of the above. But before you start checking what’s working or not, it’s essential to have a plan that outlines your goals for this year, the next quarter, and the month ahead. What are you trying to achieve? Where do you want your company to be in six months or one year? Without knowing these answers, it’s much harder to measure them later on.
2. Your company might not be trying hard enough
Here are five ways to get your company’s digital marketing efforts back on track. There’s no single solution that fits everyone, but these points could help you get started:
1) You need to be committed
You’ll find it much easier to maintain your digital marketing if you’re committed to the process. If you’re not fully engaged with digital marketing, you’ll find it hard to maintain your inputs because you won’t have as much faith in them. That lack of faith will show, and it could even damage your company’s image over time if you don’t take action quickly.
2) You need a plan
You should know what you’re trying to achieve before you start any campaign. The plan doesn’t need to be big and complicated – you might want to start with a one-pager that outlines your key goals for this year, the next quarter, and the month ahead.
3) You need to track results
It’s easy to measure conversions (sales, signups, etc.) if you know what you want to achieve. But it’s essential to track your results if you want them to improve, or they might not change for the better over time.
4) You need to invest in learning about digital marketing
If you’re struggling with digital marketing, someone else is likely succeeding. If that person isn’t your competitor, then they might be the owner of another business who’s more experienced than you. It’s worth getting in touch with them and asking what they’ve done to get this far.
5) You need to make minor improvements over time
It’s easy for people to understand that digital marketing is a quick fix that will provide significant results overnight, but this isn’t the case. Instead, you need to work on your digital marketing regularly and consistently to achieve a steady flow of results that will build over time.
3. You might be doing something wrong that needs fixing fast
Here are five mistakes that can quickly damage your digital marketing efforts. None of these problems will ruin your business, but they could stop you from improving your online presence and achieving the strong results you want:
1) Your site is slow
If a potential customer has to wait a long time for a page load or a video to start playing, you’ll lose them. This is a problem because if they can’t find what they’re looking for, your business won’t generate any revenue from that visitor.
2) You haven’t carried out keyword research
If people aren’t finding your web pages when they search online, you’ll struggle to attract visitors no matter how good your content is. You might need to hire a specialist SEO company to help you with your keyword research, or you could try learning how to do it yourself.
3) You’re not buying enough traffic
If potential customers can’t find your website and don’t know what you sell, they won’t buy from you no matter how good your products or services might be.
4) You don’t have a mobile strategy
It’s estimated that nearly half of all web visits are now generated by mobile devices, so your company must have an effective mobile strategy if you want to attract this target market. Ask yourself whether your website looks good on mobile devices before investing in additional traffic.
5) You don’t use social media correctly
The majority of people who connect with your business on a networking site like Facebook will be past customers – if they haven’t been back in a while, you might need to change your approach. Try asking for likes or shares instead of simply promoting yourself, and remember that all content you produce should be relevant to the audience you’re targeting.
4. Example: Digital Marketing Success Story (via video)
Digital marketing is a powerful tool, but it’s only effective if you know what you’re doing.
The following example describes how an online company used digital marketing to drive sales from under 100k per month to over 500k in just six months. The idea was based on current events, and the approach used social media, blogging, email marketing, video marketing, SEO, and other online techniques.
1) Company Goal: This business wanted to attract existing customers back to their website
2) Objective: Increase organic web traffic by 20% over the next three months
3) Strategy: The owner focused on providing content that would be useful to current customers, with a focus on what was trending in the news to increase engagement
4) Tactics: Social media posts, blogs, email marketing, and video marketing were all utilized to promote what this company had to offer
5) Result: The business saw an average of 20% organic web traffic growth per month during the six months, with a 400% increase in sales.
6) Conclusion: Digital marketing is a powerful tool that can attract new customers when used correctly.
Related Post: How to Build Your Digital Marketing Strategy
5. Maintain your digital marketing like a pro (actionable advice)
Digital marketing takes time, effort, and money. Make sure you’re getting the most out of your digital marketing strategy by following these tips:
1) Digital marketing isn’t always about selling customers on what you have to offer You might want to emphasize other benefits like convenience or customer service instead. Just make sure to do thorough research to find out what your target market is looking for.
2) Don’t just focus on one online platform You should have a presence on multiple social networks and other sites that you think your customers might use and optimize your website so that it appears high in search engine rankings.
3) It’s important to listen to feedback from your customers If you find that many people are sharing negative opinions about one part of your business, start paying attention to these comments and make changes as needed.
4) Every aspect of what you publish online should be helpful or entertaining This is especially true if you’re using video marketing since that content will likely be shared more often. Try to create content that people want to share rather than solely selling your products or services.
5) Digital marketing should be part of a more extensive strategy. What you do offline is just as important as what you publish online, so make sure your marketing strategies are well-integrated if you want them to be effective.
6) It’s important to know where your customers are coming from If you don’t already know what sources send the most traffic, start following these sources and monitor which types of content work well for them. If a particular source isn’t working out, find another one that does the same job instead.
7) Make sure you’re using the proper devices to access your digital marketing tools Nowadays, many people browse the internet from a smartphone or tablet, so make sure you have a mobile-friendly version of your web page. If not, try to change it so that it is. And if you plan on putting together a video marketing campaign, put some effort into making it work on a phone since that’s where most people will be watching it.
8) Don’t forget about your offline marketing team You can’t just do digital marketing alone, so make sure you bring the rest of your company into the mix. This way, your sales team can direct customers to valuable articles or videos, for example.
9) It’s important to measure digital marketing performance Otherwise, how will you know if your efforts are working? Make sure you set concrete goals for yourself before you start, and then track the results by checking your analytics regularly. This way, you can determine whether or not your strategy is effective.
10) Accept that some parts of your digital marketing will need constant tweaking. There are so many factors involved, so don’t expect everything to come together right away. It’s essential to take the time to do thorough research, optimize your content and test it out. Learning from these tests will help you perfect your strategy over time.
6. Why is it so hard for companies to maintain their digital marketing campaigns?
1) The task requires a large number of resources Like any other form of marketing, digital marketing requires a significant investment. You’ll need to dedicate lots of time and money before you see a return on your work, so consider the bigger picture to determine if it’s worth doing.
2) It can be challenging to measure the results \Without a strategy to measure your return on investment, you may not know whether or not your campaign is working. This problem can be solved by focusing on a few metrics that provide the most accurate information about how well your efforts perform.
3) Digital marketing is constantly changing Technology and customer expectations are always shifting, so you’ll need to adapt your campaign accordingly. Pay attention to how things are changing, and always ask yourself whether or not specific strategies make sense in the long run.
4) Online channels tend to be crowded As more companies enter digital marketing, it’s essential to stand out from the competition to attract customers’ attention. Make sure you develop a unique strategy that will let you stand head and shoulders above the rest, or else you’ll blend in with everyone else.
5) There are so many different digital marketing channels Here are some more popular ones: PPC (pay-per-click), SEO (optimizing your website for search engines), email marketing, blogging, social media, and content marketing. And that’s to name a few. Learning how to use each of these channels properly will require a lot of time and effort, so be prepared.
6) It can be difficult for companies to maintain their search engine rankings Search engine algorithms are constantly changing so it’s essential to stay on top of them. If your website ever gets pushed lower down the rankings, you’ll find it harder to attract traffic.
7. What are some ways that companies can improve their digital marketing efforts?
1) Keep mobile browsing in mind
This is where more and more people are spending time, so ensure that your website design works well on mobile devices. Remember to include a prominent call-to-action button so customers can easily access what they need. Also, be sure to provide details about the benefits of your product or service.
2) tout the benefits of your product or service
Using social media to display how valuable your products are can help build trust with potential customers. This is an effective way to become well-known in your industry, so don’t be afraid to post unique content that will capture people’s attention online. Make sure you also take time to reply to comments and requests for information.
3) Develop a content strategy
This is often overlooked, but it’s essential if you want to raise brand awareness online. Think about what your potential customers would like to know about your products, and create unique videos, articles, or other types of engaging digital content related to those topics. Promote this content on social media and dedicate a portion of your website to hosting it as well.
4) Keep an eye on what trends are popular
Don’t be afraid to piggyback off of things that are trending, but make sure you’re not violating any copyright laws in the process. Let’s say, for example, that your company sells makeup. If you see that a new celebrity is getting a lot of attention, you might decide to create your makeup tutorial video inspired by her. This keeps your brand in the spotlight while also directly associating it with the famous person’s image.
5) Improve search engine optimization (SEO)
If you don’t do this properly, you’ll find it much harder to attract traffic from search engines. Focus on website design, blog updates, and social media activities to help raise your online visibility. Be sure to create a detailed SEO strategy, and monitor how well your efforts are working throughout the year.
6) Pay attention to analytics
There are plenty of tools out there that can help you gather information about who’s visiting your website, what they’re doing while they’re there, and how to target them in the future best. If you don’t set aside enough time to check these reports, you could end up making decisions based on guesses rather than actual data.