8 Reasons Why Your Digital Marketing Strategy Might Not Be Working

Marketing strategies are imperative to successful online statistics and performance. It’s the difference between having zero page views and hundreds at a time. It also is the difference between generating leads and sales and not having any interest in your business at all. A marketing strategy involves a variety of things, such as: content, copy, SEO methods, PPC tactics, social media posting and more. If you’re doing all of the aforementioned, to no avail, then it could be for a number of reasons. Here are some of the reasons as to why your digital marketing strategy might not be working:

1. You’re not experienced enough in the marketing field

Marketing can be a very challenging industry to work in. That’s why it requires the skills and expertise of professionals. Those professionals include copywriters, SEO specialists, PPC experts, social media marketers, website designers, graphic designers, content creators and more. That’s a lot of hats for one person to wear who is already busy running their own company. If you don’t have the know-how to get stuck in with marketing strategies, then you should leave it to the professionals, such as us here at Kumo.

2. Your strategy hasn’t been designed with your target audience in mind

Target audience is essential. Anything you do to or for your website should be done with your target audience in mind. The slightest change in the wrong direction could see your website shifting towards an audience that is irrelevant and uninterested in what you do or what you’re offering. 

By hitting the right target market, you’ll soon see yourself reaping the rewards and benefits by way of leads and sales – which is what you’re in it for, realistically. Don’t be surprised if your content strategy isn’t working if you haven’t created it with your target audience in mind. There are some things that you will need to do to harness the right target audience, such as:

• Determining the characteristics of what you’re offering, such as your goods and services
• Research the current market
• Create some faux buyer personas
• Consider multiple marketing channels
• Test and refine your content and website with your target audience before you officially launch or publish anything

3. Your content isn’t engaging enough

Content needs to be engaging, informative and, to an extent, one-of-a-kind. Whether you put your own spin on an existing idea or come up with something completely new and original, engaging content is key to a successful content strategy. Content creation and how it performs is incredibly competitive. As such, it’s becoming increasingly more important to create content that stands out from the crowd. This is great for two reasons:

1. It brings in more traffic and, therefore, improved leads and sales
2. It sets you apart from your competitors

If you’re struggling for inspiration, then look at current trends and research existing demand. You should also make sure that you’re thinking about your target audience, which we have already touched upon, but without this, your strategy will, ultimately, fail. Where target audience isn’t essential for performing well in the search engine results pages (SERPs), it’s paramount to lead and sales generation.

4. You’re not regularly monitoring your campaigns

Marketing agencies will have access to a wide range of different tools and resources that are used to monitor how every aspect of your website and content is performing. From bounce rates and heat maps to page views and impressions, you need to be paying close attention to how your content is currently performing and then use that information to generate new content ideas. 

You can’t produce new content without first knowing the technical facts about all of your existing content. If you have a blog post that is performing well, then create more articles that surround the same topic or subject. What you shouldn’t do is produce more content surrounding an article that is performing poorly. This is why you shouldn’t go into it blind, unless you’ve done some research and have pinpointed topics or current interest and popularity.

5. You don’t have a goal in mind

A strategy needs to be built around a goal. If you’re creating a strategy without an end-goal, then you’re, in a way, shooting in the dark. You need to work out what you want to get out of your strategy and then work backwards from there. A strategy will have a beginning, a middle and an end. It can’t keep going and going, despite all of the changes to Google algorithms and market and consumer demand and trends. 

A strategy should see you through to a specific goal. If you want to achieve something else, then create a separate plan for that, and so on. This is important because you can’t keep applying the same formula to everything you do for years to come. Marketing is very fluid, so your strategy should be as well.

6. Your content creators are uninspired

Much of bringing your leads in and generating website traffic comes from the content you’re producing and publishing. To stand out, your content needs to be different and innovative. If your content writers are uninspired or aren’t feeling the spark at the moment, then that could be the reason as to why your content isn’t performing as well as it usually is. Content writing isn’t a straightforward thing. A copywriter needs to be qualified and experienced in the field, especially when it comes to writing for marketing and SEO purposes. 

If your in-house content producers aren’t feeling inspired any more, or if they have run out of ideas surrounding your business or your industry, then you should consult the help of a professional digital marketing agency. A copywriter is trained in writing about, and for, a range of different industries. They will never get bored and they will always be able to keep a constant stream of content ideas moving for you. Something you need to have instilled within a content writer is inspiration and originality, so if that’s lacking, a change needs to be made.

7. Your CTAs aren’t convincing or persuasive enough

CTAs, or call-to-actions as they’re otherwise referred to, are exactly that – they call someone to do something. CTAs are typically placed at the end of a website page or an article. This is because the person who has come to read your content has seen it, has read through it and has now reached the end of what you have to say. The next step? Ask them to do something for you. This could range from giving you a call to leaving you a review. You might not think so, but writing CTAs is somewhat of an art. 

You need to add a reminder about why they should give you a call or why they should leave you a review. What can you do for them that others cannot? By simply putting “for more information, give us a call”, you’re not going to attract the leads you want to. It’s boring, uninspired and lacklustre. Put a friendly twist on something that is, essentially, a command for your readers. If you’re finding it difficult to pull in the leads and sales that you want, then this could be where you’re going wrong.

8. You haven’t consulted a digital marketing agency

If creating marketing strategies isn’t part of your expertise, then you should look to a professional and experienced digital marketing agency to help you on your journey. Digital marketing agencies are trained and qualified to put together plans and strategies that are tailor-made and individually-designed in line with your requirements. 

No matter the industry you work in, a digital marketing agency will have a wealth of services that will catapult your business into the spotlight and set you apart from your competitors. If your marketing strategy isn’t working, but you think you’re doing everything right, it might be that you’re lacking the right tools, resources and know-how to use them all. A marketing agency knows exactly how to use those programmes to their advantage, and to yours as well. 

The tools that marketers use can be downloaded by anyone, but the knowledge needed to actually navigate and reap the rewards of those resources comes with experience and training, which those who aren’t in the industry simply don’t have. If you feel as though you’ve reached a dead-end, then look to a digital marketing agency, such as us here at Kumo.

Kumo is pleased to offer content writing, SEO, PPC and website design services to customers throughout the UK. No matter the industry you’re working in, you’ll be able to count on us to provide you with impressive results that will last indefinitely. For further information, get in touch with a member of our friendly, professional team today – we’re always pleased to hear from you.