Friday

5 Reasons Your Online Marketing Is Failing

Guest post by Adam Green

Online marketing is an integral component for any marketing strategy in the digital world of today. Particularly cost-effective for businesses starting out, and the primary source of communication for online retailers, holding a successful online presence is crucial for conversing with your customers, providing them the material they need to make an informed purchase and boosting conversion.

However, online marketing can be tricky to strategize, and with the complexity of measuring return on investment (ROI), it can be difficult to pin point exactly where and why your online marketing might not be working. Below are a few reasons why you keep missing the spot with your digital endeavors:

1 – You’re spreading yourself too thin

The Problem:
With such a great abundance of social media platforms, it is easy to get lost in trying to be a jack of all trades by incorporating all possible channels (e.g. Facebook, Twitter, Pinterest, Tumblr etc.) into your social media strategy. Always remember that each social channel caters to a different type of audience and performs different functions for each brand.

The Solution:
Make sure you have the human talent required to maintain a strong presence on each social channel you choose to pursue. Hire staff with the right personality, who are able to captivate the audience with engaging posts and interact within set company guidelines. Focus on a small selection of channels that are best suited to the market you are in, and think about how you can best utilise them for your specific purpose. For example, if you are a cosmetics brand, you might be best suited to investing the majority of you efforts on Pinterest and Facebook, while keeping your Twitter account reserved for instant customer service.

2 - You’re spamming your customers

The Problem:
This refers to making one post too many on social media which clogs up your customers’ feeds, but also potentially sending out retention emails more frequently than the prescribed average of one per week. Either way, you will find your follower-base or contact list diminishing if you end up doing too much.

The Solution:
Especially when it comes to email marketing, avoid purchasing lists of email addresses, as it is often ethically and legally inadvisable to send unsolicited emails, unless customers have opted in to receive these updates. Also, maintain a balanced frequency of posting across social channels and in email shots, ensuring each post comprises unique, intriguing content so that your customers click and stay on board for more.

3- Poor focus on user experience

The Problem:
The bottom-line of all online marketing efforts is to raise awareness, foster engagement and drive conversion, meaning channeling traffic to your website is crucial, particularly if your website is based on an e-commerce model. If your website does not provide a seamless user experience, you risk that the traffic you have so strategically generated will bounce and never return.

The Solution:
Professional design and user experience (UX) testing can go a long way in understanding and improving the way in which users interact with your website. Sometimes, the problem might be more deep-rooted, which means you should also analyze whether what your website is offering, in terms of content, products or services, is meeting consumer needs. It may well turn out that you simply need to update the range of products offered.

4- Your communication strategy is not consistent

The Problem:
In order to portray a consistent message in your online marketing, it is important to establish a regular pattern in your communication and engagement strategy. If communication is not steady, long-term engagement will suffer.

The Solution:
Avoid having periods of quiet and loud, but stick to a regulated average of, for example, six tweets a day. Users tend not to follow accounts if they note a significant period of inactivity. The best way to assess what type of content works best for your audience, what times they are most active, and which channels they frequent the most, is to test our different posts and analyse the response to see exactly how your target market can be engaged.

5 – You aren’t investing enough

The Problem:
Online marketing allows for an extensive scope of creativity which means ideas can be bigger than ever before. But if you are unable to input the right amount of financial and human resources into your campaign ideas, they will not bring back the results you hoped for. Be realistic about what you can achieve given your resources or go all in with a bigger budget.

The Solution:
If you want to see your customer-base grow and expand into new areas of business, you will need to invest more into your marketing to fuel your growth strategy. Although the reach of marketing has significantly improved within the digital sphere, you still need to invest time regardless of whether you are relying in the built-in virility of your campaign to enhance brand awareness.

About The Author:
This guest post was written by Adam Green, who works at Digivate.com. Adam is an online marketing consultant who specialises in marketing strategy for small businesses. You can learn more by checking out their blog to read more online marketing tips.

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