It can be frustrating to put time, effort, and money into a digital marketing strategy only to see it ultimately fail. If your current digital marketing strategy is not getting you the results you want, it is important to stop and consider what you may be doing wrong. From poor keyword research to inconsistent NAPs, there are a number of reasons why your campaign did not perform as expected. Here is a look at some of the most common causes of digital marketing strategy failure and how a digital marketing agency could help you reach success.
1. Poor Keyword Research
Keyword research plays a critical role in digital marketing. As 9 out of every 10 online users look for information on search engines, you must ensure that your webpage tops the search engine results page (SERPs). Your choice of keywords should be based on the type of traffic you want to attract to your website. Remember, the main goal of getting web traffic to your site is to convert readers into paying customers. Therefore, you want to avoid using the wrong set of keywords which may attract traffic but not add to your bottom line.
2. Duplicate or Thin Content
Content continues to reign as king as more and more web users find the value in unique and original articles and blogs. One of the biggest mistakes you can make when developing your digital marketing strategy is to underestimate the power of good content. Avoid duplicating content found on other websites as this can cause you to fall on the SERPs. You also want to avoid content that is too thin, too “fluffy,” or stuffed with keywords which make it hard to read. Instead, invest in a quality writer or take the time to write high-quality content yourself.
3. Inconsistent NAPs Across Directories
Your NAP (name, address, phone number) is a crucial component of your company that tells potential buyers where to go to reach you. When a NAP is widely available for your business, customers are able to write or call you at the drop of a dime. However, simple mistakes like submitting the wrong NAP information online can cause frustration among your target audience. As a reliable business, you want to make sure that your NAP is consistent across all directories.
4. Poor SEO Optimized Website Build
If you have a website, blog, or an online store, SEO (search engine optimization) can help your business quickly grow and thrive. Search engines serve millions of web users a day, meaning your website needs to stand out if you want to attract visitors. Good SEO practices can help improve user experience and the usability of your website. With the right SEO tactics, optimization can also help you gain a cutting edge on the competition. For example, if you and another company are selling the same product, guests are more likely to visit your website if it is optimized with targeted keywords.
5. Non-Existent Follow Ups
Not everyone who visits your site will be ready to buy. It is important to understand that you will have guests at all stages in the purchasing process. Most visitors will never end up making a purchase at all. Those that do may take several days, weeks, or even months before they make the decision to buy. That is where a consistent follow-up strategy can make a big difference. While no one likes a pushy sales rep, find new ways to engage potential buyers. For example, you may offer your website visitors a useful piece of content not available on your website, such as a free e-book delivered to their email address. This serves a second purpose of collecting your prospects’ emails.
6. Lack of Mobile-Friendly Content
Most web users now use their smartphone to search the web, especially when they are on-the-go and need information or advice. Mobile devices provide a fast and easy way to access the internet from nearly any location. If you do not yet have a website that is mobile-friendly, you need to get one. A clear, concise, and easy to navigate mobile website is key to capturing the attention of your target audience and guiding them to take action.
7. Inadequate Use of Media
While content in the form of text can attract visitors to your website on its own, it is important to step outside your comfort zone and try new forms of media. Most online users have short attention spans and will not read past the first few paragraphs of a blog or article. Visual content is much more likely to engage a web user and sustain his or her interest longer. Short videos spanning just one to two minutes long are highly popular among both PC and mobile users. Infographics are also popular visuals and make up some of the most shared content on the internet.
Importance of a Proper Digital Marketing Strategy
The success of your digital marketing strategy will be primarily based on the tactics you use and do not use. Simple mistakes like using the wrong set of keywords or failing to follow up with prospects can have a detrimental effect on your ability to make sales and build a following with your target audience. If your digital marketing strategy has failed, take the time to analyze your current techniques to see which are working and which are not helping you reach your goal.
Contact a Digital Marketing Agency
A strong digital marketing strategy is important for several reasons. First, it can help increase your brand visibility to help your target audience better recognize your company’s name and image. A digital marketing strategy can also help increase product and service loyalty, while building credibility for your business. Through digital marketing you can also build platforms in which you can interact directly with your target audience. As mistakes are easy to make, it can be useful to get advice from a professional. For more information about digital marketing or to schedule a free consultation, contact 321 Web Marketing.