It can be difficult to recognize when your digital marketing strategy plan no longer serves your business and needs to be updated or overhauled. Analyzing and objectively assessing the strategy you spent so much time, money, and energy investing in is often challenging but worth the time and effort. The faster you correct any weaknesses and missteps, the stronger your overall performance will be.
Even the most comprehensive digital marketing strategy will hit a lull and start to deliver less value to your business. Here are some signs to look out for to see if your strategy is missing the mark and some steps to take to correct it.
Digital Marketing Strategy Overview:
Your digital marketing strategy is the overall plan to build an online presence through channels such as social media, paid ads, organic search, and web-based mediums. It helps to increase the general awareness of your brand and attracts leads.
A strong strategy allows your business to reach specific goals with your target audience’s mediums. Some digital marketing strategy examples include:
Which tactics you use to carry out your digital marketing strategy depends on factors such as your target audience, business goals, and budget. However, your tactics are different from your strategy: your strategy is the overall plan, whereas the tactics are the specific ways you carry out your strategy.
How to Tell If Your Digital Marketing Strategy is Missing the Mark:
The right digital marketing plan takes time, patience, money, and intention. It is often the result of weeks and months of customer research, data analysis, strategy brainstorming and building, testing, and more. It can be disheartening when it doesn’t perform well out the gate or hits a lull. However, it’s critical to recognize the red flags that your strategy isn’t working as well as you hoped.
1. Your ROI Is Hurting:
Lackluster value is one of the most prominent signs that you should reconsider your marketing strategy. To see the value of your marketing strategy, you need to look at the hard numbers on your campaign and your return on investment (ROI). If the costs of your campaigns, such as organic marketing, ads, and social media efforts, outweigh the returns and fail to break even, it’s time to rethink your strategy.
2. Your Campaign Misses The Strategy Deadline:
Nearly every marketing strategy takes time to get momentum and results. It takes some time and patience to start making measure strides in a multi-faceted marketing campaign. It’s not even unusual for strategies to take several months to start getting results or a sense of whether you are hitting your goals. However, that doesn’t mean that you should wait around past your deadline to start getting results. If your plan takes longer than you expected to see positive results, it is time to reconsider the strategy you implemented.
3. There’s A Negative Trend:
It’s not unusual for marketing to have off-weeks. Downward performance does happen, but when the negative results are consistent, it is time to refresh and reconsider your strategy. If you’re not getting the results you once were, your plan needs a refresh or a complete replacement.
4. Your Mobile Traffic Bounces:
Mobile traffic is likely critical to your overall digital strategy: well over half of online traffic is mobile. If you struggle to keep mobile traffic on your website, your website is likely in need of a refresh. Usually, it comes down to either a website that is not responsive on all platforms or a slow loading time.
It might be time to sit down and look at page design and determine the number of keystrokes it takes to get to a shopping cart or call-to-action and your site navigability.
5. Your Google Ranking Is Dropping:
Google algorithms are constantly changing to find the best results for searchers. If you fail to notice and react to changes, you’ll likely witness a drop-off in your ranking. SEO is not a one-time practice but requires regular maintenance. Between technical aspects such as site speed and algorithm updates, you must regularly update your website and organic search strategy.
If you find a significant drop-off in organic traffic, it is time to look at your digital marketing strategy.
6. Your Conversions Are Hurting:
If your website receives a lot of traffic or social media posts have a lot of impressions, but no one is engaging or converting, it’s a red flag for your strategy.
It is likely time to start gathering data to determine the problem’s source. Take a closer look at the conversion rate optimization and your customer’s on-site behavior. If you fail to see results from your social media strategy, you might want to reconsider the ad copy, graphics, or target demographics.
Ways to Get Your Digital Marketing Strategy Back on Track Conduct A SWOT Analysis:
A SWOT analysis—which stands for Strengths, Weaknesses, Opportunities, and Threats— is critical for getting an overall look into the issues that impact your marketing strategy. The analysis enables you to consider the internal and external components that influence your brand:
- Strengths. These internal factors help your business reach—and even potentially exceed—your goal—for example, customer loyalty or high sales.
- Weaknesses. These factors are the issues that keep your organization from reaching its goals. Some weaknesses could be high employee turnover, inadequate funds, or regular customer complaints.
- Opportunities. These are the positive situations outside of your organization that could help your organization grow. Some examples include new legislation, changing attitudes, or new markets.
- Threats. These are the potential negative situations that could hurt your business in the future. Some examples include new competition, shifts in the labor market, economic changes, or new regulations.
A SWOT analysis will give you a better understanding of the environment and issues impacting your marketing strategy.
Rethink Your Buyer Personas:
A strong marketing strategy is built upon a thorough knowledge of your target audience. It should go beyond understanding why your customers choose your brand and dive into their motivations, pain points, and preferences. Otherwise, your marketing messages will likely fall flat and fail to resonate with those who would benefit from your brand.
If your strategy is not performing as you think it should, it might be time to take another look at your target audience or create a buyer persona if you have not. If you’ve been using the same personas for years, your buyer may have changed.
For example, they may have moved to a new social media platform or have new pain points. Take some time to speak with buyers and look over your data again. Some information you should try to understand includes:
Note any changes or discrepancies in your persona and use the big overall picture to reassess your strategy.
Identify Your Brand Goals:
A digital marketing strategy on its own won’t accomplish much. It needs to tie into and support the overall goals of your business. Understanding your overall goals is critical to guiding your overall strategy and budget.
To track the effectiveness of your campaigns, you need to develop key performance indicators, or KPIs, that reflect your brand’s goals. Ensure that they are appropriate for the marketing channels your choose. For example, you may want to track email opt-ins for your content marketing and engagement metrics for a social media campaign.
Tying your marketing strategy to specific business goals with KPIs is critical to analyzing your different marketing initiatives and helping them hit the mark.
Reevaluate Your Existing Digital Channels And Assets:
Once you’ve clarified your buyer persona and goals, review your digital channels and assets in light of them. See if anything is lacking or unnecessary across each platform, such as Google AdWords, Twitter, Facebook, TikTok, etc.
Suppose there is any one channel that doesn’t perform as well as the others, such as Google Ads. In that case, you need to determine whether you should refine your approach to speak better to your target audience or scrap it altogether and concentrate on other platforms instead.
Your digital assets and owned media likely come in the form of content and encompasses your About page, blog posts, eBooks, podcasts, and social media posts. See which assets perform best, seem to resonate with your customers, and help you reach your current goals.
For example, if you want to promote lead generation, see which content pieces generated the most leads, whether a blog post, infographic, eBook, or site page. Are there any gaps in your content or underperforming pieces? Your data could reveal better content strategies that improve your overall results.
Audit Your Website:
Your website is your most critical marketing tool. If it is not performing, your whole strategy is likely hurting. Despite the best marketing strategy, slow site speed or poor navigation could discourage leads and lower your brand reputation.
If your strategy is missing the mark, take the time to get technical with your website to ensure it is not hurting your marketing efforts. Ensure that your website is responsive and can be assessed on mobile devices. Track customers’ on-site behavior to see where they tend to bounce and pinpoint what is driving them away. If you’ve recently updated some part of your website, you might want to start there if your leads are suddenly leaving.
Digital Marketing Strategies: Key Takeaways:
- Your digital marketing strategy is critical for advancing your brand online and driving more traffic to your business. Even the most comprehensive plan will fall into a lull and miss the mark after a while. Recognizing the red flags is crucial for the health of your marketing efforts and business.
- If your campaigns are performing as strongly as they should, conversions are dipping, and your ROI is falling, it is time to reassess your strategy to ensure that it still meets your goals.
- Reassessing your business environment, customer, digital channels, and assets can help you pinpoint the weaknesses in your strategy and correct them.
How Arshid Soft Tech Agency Can Help
If you are struggling to get your digital marketing strategy to hit the mark, we can help. Our expert team has the knowledge and expertise to effectively assess your marketing strategy and give you the insights and tools you need to succeed.