Digital strategies that are not producing results can be very frustrating. It is great when your marketing efforts are getting leads and conversions, but what do you do what it is not? How do you bounce back from dismal campaigns?
Although digital campaigns always have that risk for some failure, it is crucial for you and your team to keep honing, mastering, and reviewing your efforts to avoid failed campaigns as much as possible.
But instead of a doom and gloom attitude towards it, strategize how you can transform mediocre digital campaigns into your most compelling yet.
Here are steps you can do when your digital strategies are not working.
1. Know why your digital strategies failed.
You cannot jump into a course of action without clearly knowing what went wrong.
For instance, if your lead generation strategies are not producing, you need to know the reasons why you are not getting leads on your website. Maybe your campaign was not convincing, or you did not use the right lead magnet, that is if you used them at all.
Once you discover the reason, you can apply the appropriate action. You can revise your posts and include a lead magnet that is sure to make users click through your site or landing page.
Maybe the reason is something as simple as incomplete information. Contact pages, for instance, are often ignored when this is a trust element that users look for.
It can also be that your information is misleading. If your lead magnet promised “best-selling Microsoft products,” the landing page should be about best-selling Microsoft products. Your landing page should be straightforward, well-designed, and contains all the initial information your users may look for.
If you move without knowing the facts, you might be revising the entire campaign already, or scrapping it altogether, when all you probably needed to do was a little adjustment here or there.
2. Your digital strategies failed because your goals were not clear.
In any endeavor, having clear goals is incredibly essential. What is your company’s purpose? Is it just to use as many keywords as you can, or get traffic for your website, or maybe go viral on social media?
Although they are good and create some buzz for your site, your digital strategies should be pointing to more precise goals that boost the business altogether.
You want people to discover your website, dive into your content, and drive them to convert. So, more than determining short-term targets such as more likes or followers, aim for long-term objectives like increasing your website’s conversion rate.
The latter brings in revenues and improves your business’ bottom line. It does not just create a momentary spark for your brand, but better brand awareness that increases your brand authority.
3. Digital strategies are not working because of the wrong audiences.
What is the point of getting throngs of visitors if none of them convert? That is why attracting traffic is only the beginning. Unless you are earning through ads, you need more than just visitors. You need visitors that convert. Conversions will not happen if you attract the wrong audience.
You might be feeling frustrated over failed digital strategies, thinking maybe it was the content that went wrong. But the real reason may be the audience. You may be talking to the wrong people.
Your target market is crucial in any digital campaign you launch. You cannot start a campaign targeting a particular demographic but not hit the markers that draw them in.
For example, if you sell clothes for teens, you need to be going to social media sites where they are at. You might be thinking of targeting their parents who can buy clothes for them.
But a campaign is more about the influence you generate. If you target the right audience, you ride on the influence they have over their parents. You also create brand awareness with a generation that will soon have purchasing power and market leverage.
You need to learn how to avoid the wrong audiences to improve your digital strategies.
You can also try taking the help of guest blogging services to attract your target audience and get leads. You will be helping that website get more content, and they help you connect with the right audience.
4. Not doing A/B testing can cause digital strategy failure.
A/B testing is something that most marketers overlook. You need to make A/B testing a standard for all your campaigns, be it SEO campaigns, email campaigns, or social media campaigns. Even landing pages should have A/B testing.
Why is A/B testing, or split testing necessary?
A/B testing allows you to measure the success of both versions and go with the one that connects better, engages the audience, and drives conversions. Digital marketing should not be a hit-or-miss scenario. You can know what works through metrics and analytics. A/B testing aids you in making smart decisions for your campaigns.
Split testing helps your conversion rates and validates specific areas of work you put on the campaign is effective in reaching your desired audience.
5. Your brand and other design elements may be unappealing.
Everything about your brand should be able to catch the attention of your target market. It is the reason why you need to launch well-designed websites, ensure your UI and UX (User interface and user experience) works for your brand, and every content you produce is appealing.
Your design should be relevant but consistent. Users must feel they can trust you. Sometimes, even design can trigger trust issues with your visitors. If you look and feel as a brand keeps changing, that signals inconsistency.
If prospects cannot trust you, they will not think you can be of help to them. If they feel this way, they will not waste another moment with you. They will drop off your sales funnel just like that.
Even your social media postings need to be consistent with your brand look and feel. Your posts need to be engaging enough and share-worthy. It is what brings in click through rating and organic traffic.
If your digital strategies are not working, check your campaign’s design. If you did the A/B testing as suggested, check which design resonated better with your audience. If none worked, then do not hesitate to revamp designs immediately.
Doing a split test can help you find a winner ad which you can keep and an under-performing ad which you can improve.
6. Lack of brand value leads to failed digital strategies.
People will not have a hard time following your brand, your website, and even support your campaigns if you are bringing value to their lives.
Even your SERP ratings and performance in social media gets affected by this. People just have no time to waste on meaningless, low-quality content, especially when there is much high-value content to choose from.
You need to audit your content and your campaigns to see if you are just blabbering information or creating valuable content and meaningful engagements.
Create consistently compelling content for your target personas, so you stop losing customers over to competitors.
7. Lack of Social Media marketing may cause digital strategies to fail.
Social media is so popular that brands are getting leads successfully from social media lead generation. Through social media posts and engagements, digital marketers can increase organic traffic for their brands.
Digital strategies without the use of Social Media is not sensible. There are 3.81 billion monthly active users (MAU) of social media. You reach a wider audience, especially since 3.76 billion access social media through mobile phones.
Optin Monster says that 78% of marketers doing social selling are outselling their competition. 76% of buyers are also more open to engaging with marketers through social media.
Social selling is not like hard selling. It is to engage with your audience more by building connections and community. It is a social media trend that businesses can take advantage of.
Communities on social media gather based on similar interests, careers, views, and backgrounds. Digital marketers can target the communities or “groups” that belong to your target market. You can concentrate campaigns and engagements towards them so you can secure lead generation.
If your digital strategies are not working, try bringing your campaigns to social media as well. Build customer relationships and nurture the community you belong to or the community that gets built around your brand. Doing this will affect your lead generation, especially if you use the correct platforms based on your target market.
Conclusion: Act Fast When Digital Strategies Are Not Working
When strategies fail, quitting is not an option. It is time to regroup and rethink your strategy and discover where you can improve your lead generation strategies.
Include the best lead generation plugins on your website so you can get easily discovered online by your target market and drive conversions more efficiently.
Look over internal as well as external factors. Be patient until you get things right. After all, successful lead generation efforts are not a one-time, big-time wonder. It is a continuing effort to get your digital strategies in place and working well for your brand.