Do you feel like your digital strategy has hit a wall? There are a lot of moving parts in a digital marketing strategy. From organic social media, paid campaigns and Google ads to your website, SEO and email marketing. It’s important that all these elements work together to form a holistic strategy. But if you’re not seeing results, it can be tricky to work out where the problem is, and an undiagnosed issue can have a flow on effect for your whole strategy! Here are some signs that might help you pinpoint what’s going wrong.
- Your social media content is falling flat.
Organic social media engagement is notoriously difficult for businesses these days. Reports suggest that the median organic engagement rate is as low as 0.09%. That being said, these things always depend on the individual business and audience. If you’re putting a lot of effort into your content but you’re not getting the engagement you feel you could be based on previous benchmarking for your brand, your social media content might need some attention. As an added bonus, understanding what organic content resonates most with your audience can help guide you when creating content for paid campaigns.
You may need to revisit your audience personas, and re-evaluate things like your content pillars, tone of voice and the platforms you’re using to determine why it’s not resonating, and how you can make your content more engaging.
- You’re getting traffic but no conversions.
This one highlights the importance of ensuring that all the elements of your digital strategy are supporting each other. Nothing is more frustrating than when your social media and SEO are humming but your traffic isn’t converting!
It could be that your website traffic is poor quality, in which case you might need to review your keywords and your paid campaigns to make sure you’re reaching the right people. Or it could be that something’s not quite right about your product or landing pages and it’s causing your customers to bounce before they convert. Start by doing an audit of your conversion pages to see if you can find the problem.
- Your paid social campaigns are costing a fortune.
If you’re running Google ads or social media campaigns and your cost per click or conversion is a small fortune, it means something is up. It could be that your audience targeting isn’t quite right, or even your content, which goes back to what we said earlier about getting your organic content right (see, we told you every part of your strategy was connected!).
You should be running tests of your copy, images and audience to nail the best combo of content and targeting in order to maximise your ROAS (return on ad spend). If something’s still not working after that, it might be time to call in a Google or Facebook ads specialist. They’re experts in dealing with the nitty-gritty and should be able to get to the bottom of the problem!
- You don’t have time to plan in advance.
If your marketing team is small and you wear a lot of hats, it can be hard to find the time to really digest numbers and analytics for one channel, let alone every part of your digital strategy. This can lead to taking a ‘set and forget’ approach, or launching campaigns at the last minute with limited planning or testing. Sound familiar? We get it, but you’re shortchanging your results.
Set aside time to do monthly reporting, see what insights you can gather from your data, and plan your campaigns in advance with testing time built in. If this still sounds impossible given your time and resources, it might be time to get in a marketing consultant to help you overhaul your strategy. Once they get all your digital ducks in a row, it won’t be so daunting and time consuming to run reports and plan campaigns in the future.
So, what do you think? Did this help you diagnose an issue in your digital strategy? If you need to whip your strategy into shape, our expert digital marketing consultants can help with strategy, Facebook advertising, email marketing and more. Get in touch today below 👇 We’d love to work with you!