When we first meet our clients as a digital marketing agency, one of the most common lines we hear is “we’ve tried digital marketing, but it didn’t work!”. Many companies, in an effort to keep up with modern times, have tried to move from traditional offline advertising to online advertising, only to find that they were not getting the returns on investment (ROI) that they were expecting. And if it is your job within your company to produce good numbers to justify your marketing spend, this can be especially stressful and difficult to understand. You’ve read all the tips and guidelines, you have the budget – why isn’t your online marketing strategy working?! Here are 3 potential reasons why:
Your marketing efforts were not working in sync
The world of digital marketing opened up countless new channels to market your products or services. Search engine optimization (SEO), pay-per-click advertising, social media campaigns, content marketing, email marketing – the thought of managing all of these can be dizzying. And yet, it is not sufficient to focus on just one or two of these channels and leave it as that. The best and most effective strategies harness most, if not all, of these avenues for marketing. The idea is to give your customer a seamless experience of your brand across all channels and devices, with a unified message that leaves a lasting impression. Imagine this – you spend valuable budget on an ad showcasing your latest service offering. Your customer sees the ad, but doesn’t take action immediately. Later, they try to search for you on Google, but are unable to find your website as other websites outrank you on the search results page. Or, they visit your social media page, but there is no mention of the service there. The result? They’ll move on, and you’ll lose a valuable lead.
Your messaging was too interruptive
Consumers themselves have also changed over time to be more suspicious of messages that are too “salesy” or that push your brand too hard. Consider your own behaviour as a consumer – how often do you skim past flashy ads that appear on your Facebook feed, hurry to close pop-ups that appear on your apps, and use ad blockers to prevent your browsing experience from being unpleasantly interrupted? Instead, consumers these days are attracted to content that looks like the content they are already browsing – helpful tips, articles that answer their questions, entertaining videos, and so on. By providing content that is useful to your customers at the time that they need it, you will have much more success in capturing good quality leads than any amount of paid advertising can bring you.
Your customers have no sense of brand loyalty
Along the same lines, if the marketing that you are doing focuses only on your brand and not on the customer, they will likely not have a strong sense of brand loyalty or trust. Leads that you do manage to convert into sales are left cold, with no follow up messaging to entice them to continue to follow your brand until they are ready to make a repeat purchase (or to refer your brand to other potential leads). By making sure that your customers feel helped, valued, and attracted by your brand, you can earn their loyalty, which can extend their lifetime value to your company (which is great news for your ROI)!
The main takeaway from this is that your marketing strategy needs to be holistic, customer focused, and personal to your target audience. If this sounds like something you need, you could benefit from learning more about inbound marketing! Stay tuned for our inbound marketing series of articles, infographics, videos, and more in the upcoming weeks!