Why Isn’t Your Digital Marketing Strategy Working? (Here’s What to Do Instead)

Aug 23, 2019 | Digital Marketing

Digital Marketing: Making Technology Work for You

95% of Google’s revenue comes from online advertising.  In today’s digital age, for businesses, big or small, this is a golden opportunity. On a scale of 1 to 10, how well does your online presence convert Internet users into customers and revenue?

There’s a plethora of statistics that would show how digital marketing has catapulted local or small businesses’ success. Be that as it may, several businesses have also failed to thrive despite their digital advertising efforts.

As a marketer or business owner, we can learn a thing or two from companies that were not able to succeed despite the accessibility to technology. Here are some of the reasons why:

1. Weak integration of digital tactics in the overall digital marketing plan

A company’s inability to adapt and create short-term tactics to achieve its long-term goals is one reason why a company fails to thrive. In the rat race of digital advertising, technology and behaviors change in milliseconds and companies need to acknowledge that.

2. Lack of competent team

Business owners scrimp on spending a portion of their advertising budget in hiring or developing advertising experts, compromising the quality of marketing they put out on the web.

3. Slow to zero conversions

Of the 1,700 banner ads per month served to an average Internet user, only 50% of them are viewed. Add to this glaring statistic the fact that only 8% of users account for 85% of clicks on display ads . The usual suspects for this digital mishap are targeting the wrong audience and mismatched messages in the landing page.

4.   Narrow digital marketing area

Some businesses miss out on opportunities in reaching a wider audience by focusing on just one or two marketing areas. For example, investing most of the advertising budget in pay-per-click or social media does not maximize your product reach.

Digital marketing is a tricky and technical process that is evolving at a dizzying speed. That’s why most enterprises now have a dedicated to strategically plan and future-proof their businesses.

For small businesses, it wouldn’t hurt to think big and practice what the industry giants do to keep businesses afloat, relevant, and competitive. Digital marketing cuts across all industries, leveling the playing field for businesses of any size. After all, entrepreneurs share one bottom line and that is maximizing the sales process online.

Aside from dodging the digital blunders mentioned above, here’s a quick checklist for small business owners to consider in beefing up their digital marketing strategy:

Website and blog tandem

Your business’ website is your official fingerprint in the World Wide Web. The good news is that you’re in control of your branding and messaging online, starting with your website.

It is integral to maintain an updated and mobile-friendly website to ensure better user experience (UX). Better UX results in better conversion rates. Blogs within your website keep your audience informed and add to a positive UX. They also show your company’s social intention to contribute knowledge and help your audience.


Leveraging Google My Business

Beyond creating a good website that would bring you closer to your local market, be sure those customers can find you online. Google My Business lets you can create, edit, and publish a profile that includes powerful features designed to drive more customers to your business for FREE. It offers tools to update your business profile and engage with your customers from your phone, tablet, or computer.

Mastering SEO

Search Engine Optimization (SEO) is no easy task with hundreds of your competitors vying to be on the first page of a Google search, let alone be on top of it. For greater conversion rates, implement long-tail keywords and a positive customer experience into your SEO strategy.

Long-tail keywords versus generic short phrases offer higher conversion rates and less competition for first page spots. Consumers now are very specific in searching for what they want so there’s a higher chance of them landing on your page if keywords include these specific, searchable phrases (For example, optimize for “affordable rentals within Sacramento” instead of  “rentals Sacramento.”)

The customer experience (CX) is critical to SEO as well. Though Google’s algorithm remains a mystery and is ever-changing, it still records how users enjoy your site and rewards good websites with a higher ranking. Aside from the technicalities of a good CX, your copy, content, style, and business practices contribute to a good user review.

Connect through social media

Social media simply is your word of mouth acting exponentially on the Internet. Revisit your social media account and convert more customers with engaging or even incentivizing posts. Be social and create content that benefits your audience. The like and share buttons on social media platforms make it easier for you to reach a wider audience without lifting a finger.

Being a small business does not limit your potential to expand and grow within your locality or industry. Choose a professional marketing partner who will help you develop an effective strategy. Today more than ever, there’s a medley of digital marketing options for you to mix and match. Choose and use wisely!

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