You’re a business owner. You’ve been in business for a long time and gaining new customers was never a challenge. So what’s changed? We have entered into the world of Digital Marketing and you feeling lost.
My guess if you have a Facebook page and if you are a little more tech savvy an Instagram page. I am also betting you started out strong, but due to daily business priorities, your efforts have dwindled.
You’re not gaining any new likes, or followers, you aren’t seeing an increase in traffic to your website and you aren’t scoring any new clients…
Here are 9 reasons your online marketing isn’t working for you
1. You don’t have a strategy (or a schedule)
It may seem that all you need to do is set up a Facebook page and post a funny picture of a cat every now and again, but the reality is Digital Marketing requires careful consideration and planning.
Who is your target audience? What media do they use? What is your business persona? What are you going to post about? How often? Will you use a newsletter? Will you post the same thing on all your social media platforms? Which ones do you even need?
A strategy will answer all the necessary questions and allow you to develop a clear direction for your online marketing, including a role out schedule. Having a digital strategy and schedule will take a lot of the stress out of Digital Marketing, allowing you to pre-schedule important posts, keep consistent and really highlight your brand.
2. Your website isn’t optimised for SEO
You have a website, maybe you built it yourself? Perhaps you had it built for you. But is it optimised for SEO?
What is SEO? It’s a general way of describing a group of methods used to improve the visibility of your website and its content on search engine results pages (SERPs).
SEO is split into two groups. The fist is “on-page” SEO activities, which involves several backend activities, such as improving Title Tags, Meta Descriptions and Meta Keywords, as well as optimising content by including relevant keywords through out.
The second is “Off-page” SEO which describes activities through link building and Social media marketing.
To be seen, you must perform the on-page and off-page activities in unison, which will help you achieve the best results.
You also need to continue the work to keep your rankings, because your competitors may also be running SEO campaigns and competing for the top spots.
3. Your website and social media aren’t connected
All roads lead to Rome, or in the case of Digital Marketing, all links lead to your website.
Your website is the holder of all your fundamental content, from your business’ story, to your product and services offering and your industry knowledge information centre (your BLOG). Therefore, all social media post you make, all newsletters your send, all blogs your catalogue on external sites, should all link back to your website.
Similarly, your website should provide easy to find links to all your relevant social media profiles and your newsletter sign up form. To make it easy for your customers to share your content and do some of your hard work for you, make sure you provide social share buttons on all your website pages. You’ll be amazed at the increased activity.
4. You aren’t writing blogs
Google is watching, it is like the Big Brother of all things digital, and if you aren’t regularly refreshing the content on your website, Google gets bored of you and you slip down in the search rankings.
Gone are the days of changing content on your static website pages to keep the content fresh. These days a BLOG is an essential part of your Digital Marketing activities.
Think of your BLOG as a leading magazine in your industry. Blogs should be written about relevant topics for your audience. They should be 300-600 words long and be loaded (but not overloaded) with relevant keywords.
A monthly BLOG post, disseminated through all your social media channels, sent through your newsletter, as well as posted on article directories is a good start.
5. You don’t post consistently
If you were in the businesses of building houses and you laid bricks for a week and then left the job alone for a few weeks, came back, laid some more bricks – a different colour, then moved onto a different job all together you wouldn’t have a very good house….
Applying the same principal to your Digital Marketing, if you aren’t posting regularly, if you do not have your brand identity worked out, if you send a newsletter one month but not the next, you aren't going to get the results you are hoping to achieve.
Successful Digital Marketing relying on timing and consistency. People want to follow profiles that give them something to keep coming back to. You want to leave your audience excited and wanting more. A new BLOG, a new Instagram image, a new offer through your newsletter.
Remember, there are plenty of competitors in your industry already ahead of the game, who have worked this out, created a strategy, built a schedule and are running the race. But it isn’t too late for you to start.
6. Your messages aren’t right for your audience (you’re trying too hard to sell to them)
Do you know who your target audience is? Of course you do. But are you communicating with them the way they want to be communicated with?
Are you selling something in each post and newsletter? Perhaps try leaving the sales pitch at the door and just give them some information. Share a little something about yourself and your company, talk about your passions, a conference you just attended, congratulate a competitor.
7. You’re using too many platforms or the wrong platforms
Perhaps you have decided that you need to hit your customers from all angles? You have a Facebook, Instagram, Snapchat and Twitter account. You also have a newsletter.
If you are using too many platforms, chances are you are spreading your messages thin, or you are posting the same thing to all your platforms and overloading your audience with the same information (SPAMY).
Are you using Facebook to appeal to a young audience (the youth are leaving Facebook in droves). Using the wrong platform to communicate with your target market may mean you are missing out on opportunities to talk to those that really matter to you.
Either way it is a lot of effort for little return. Do your research. Where does your target audience hang out? And once you know that, put all your effort into just one or two platforms. Better to do a few things well then many things poorly.
8. You aren’t utlilising your database to its full potential
I’m betting you have a database of customers. You may have never used it.
Did you know that 80% of your business comes from 20% of your customers? So why are you trying so hard to gain new customers when you could be nurturing your existing ones by keeping in contact with them?
A newsletter is an excellent sales tool to engage those that are already converted to your offering.
Make it short and sweet. Use loads of visuals, keep words to a minimum, and link to your website for full articles and offers.
9. You aren’t looking at your analytics results
Analysing your analytics is an essential part of learning what is and isn’t working. Looking at your results monthly will soon show you a pattern of activity and guide you to improving your Digital Marketing efforts.
Looking at your results will allow you to adjust your strategy accordingly and spend less time on things that aren’t fruitful and more time on things your audience instantly responds to.
So there you have it. Now all you need to do is start planning your strategy and you’ll soon be rolling in the business you desire.