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Reasons why your digital marketing techniques are not working

It’s very common to come across business owners and sometimes even marketers that have lost confidence in their digital marketing techniques: Often this happens because somewhere along the line something went wrong and your digital marketing stopped working or never worked at all.

People whose digital marketing techniques are not working often have these 3 things in common:

1. They think digital marketing is something you do once.

Digital Marketing is not something you do once. It’s very important to understand that digital marketing encompasses everything you do on the internet. Including emails, websites, social media, paid ads, etc. It, therefore, requires a long term strategy that brings all these elements to work together. A lot of people do not see a return from their digital marketing for two main reasons:

  • they use only one of the many tools

or

  • they use different tools but their strategy is not integrated for all to work together

2. They do not experiment with new techniques.

Digital marketing is always evolving. Google, Facebook, Instagram, Email, Messengers… these are tools that are always shifting. They change, add, remove features all the time. In order to keep your strategies effective on these platforms, you need to make sure that you stay up to scratch with developments. You can either train your staff or outsource.

Whichever way you choose, you need to stay abreast with new developments so you can experiment with the new features. The sooner you jump into new features and tools, the more money you’ll save because often these techniques are more effective when they are new.

Once everyone is doing it, it becomes less effective. This is true for social media and SEO.

3. They are measuring the wrong marketing data.

There are also a number of marketers that believe that their digital marketing is ineffective because they are basing their success criteria on numbers that are not business-critical.

In social media, we call these vanity metrics. They refer to likes, followers, etc. These are nice to have but not necessary to make a killing from your digital campaigns.

Especially if your business sells to other businesses, you’re not likely to get a lot of business owners engaging with your content online. They’re too busy. However, knowing your cost per lead, how many leads you close and your cost-per-acquisition (or cost per new client) is very important to understand if you’re getting a return on your spend.

Once you’re aware of these three main problems that rig many a business’ digital marketing success, you can begin to make changes towards a more centralised plan. It’s very important to understand that the main reason why your online marketing is not working is because you have not worked out a professional strategy that converts all your efforts and orchestrates them to achieve your business goals.

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