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 (names, addresses & phone numbers), 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 skilled digital marketing agency can help you reach your marketing goals.
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 website’s pages top the search engine results pages (SERPs). To do so, your choice of keywords must reflect the type of traffic you want to attract to your website. Content based on inaccurate keyword research will not get you much traffic, or worse, could attract the wrong users. 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 your page ranks to drop in 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 well-written prose and take the time to publish high-quality content.
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 an 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 information online can cause significant upset and frustration from potential customers. As a reliable business, you want to make sure that your NAP is consistent across all your website’s pages as well as online directories.
4. Poor SEO Optimized or Slow Website
Search engines serve millions of web users a day, meaning your website content needs to stand out if you want to attract visitors. Good SEO practices can help improve user experience and the usability of your website. Additionally, a fast and easy to navigate website can drastically increase the amount of organic traffic to your website as more users will enjoy quick access to useful information. 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. In fact, 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, finding creative ways to engage potential buyers, such as unique calls to action, is mission-critical if you want to reap the rewards of your marketing investment. 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. Not only does this provide more value for the visitor, encouraging them to want to buy from you, it can also serve 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. As such, if you do not yet have a website that is mobile-friendly, you must set one up for your business as soon as possible. A well designed, easy to navigate, responsive website is key to capturing the attention of your target audience searching for your services on their phones.
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 business’s 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 desktop and mobile users. Infographics are also popular visuals and make up some of the most shared content on the web.
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 is failing, take the time to analyze your current techniques to see what is working and what is not.
Struggling to meet your marketing goals? A professional digital marketing agency can help increase your brand visibility to increase your website traffic and make your brand more recognizable to your target audience. Furthermore, by optimizing your digital marketing strategy, you can increase product and service loyalty, while building credibility for your business and leverage your ability to interact directly with your target audience. For more information about professional digital marketing services or to schedule a consultation, call us at (703) 810-7557 or contact 321 Web Marketing today.
UPDATED: April 10, 2019