Are you using all the tools in your arsenal to its utmost potential?
Every online business needs to use digital marketing strategically in order to achieve their goals. There are so many online platforms available to publish your content, but it can be difficult to decide which platforms will work best for your business. If you are marketing online and not seeing results, it can be hard to figure out why your method is not working.
The sooner you can figure out why your marketing strategy is not working for you, the better. Replacing it with a tactical approach can help you achieve your marketing goals and objectives.
Ask yourself these questions to help you identify where you are slipping up:
1. How do you plan to reach your audience?
Stop investing your time or money on online channels that are not beneficial to the success of your business.
You need to know what your audience prefers. Does your audience prefer to read, or do they prefer visual? Look at what your competitors are offering and more importantly how they are offering it. Then you will have a better idea as to which channels you should be using.
Should you advertise on YouTube? How about content marketing? Will paid advertising do the trick? Facebook ads perhaps? What about email marketing?
To find out the answers to these questions you need to learn more about your audience. Most times when a campaign does not perform well, it is one of two reasons or both: Either you are marketing on the wrong platform, or you are targeting the wrong audience. It is so important that know your ideal audience. Do research on where they spend most of their time online. Find out what they like and what they do not like.
When you have gathered enough information about your audience, then you should be able to answer these questions without hesitating:
On which platforms does my target audience spend more time?
How am I going to utilize these platforms to its utmost potential to increase leads and sales?
2. Are you paying enough attention to your potential customers?
These people can benefit from your product or service, but do not buy from you. This can be due to a couple of reasons:
• Lack of knowledge
• Time limit
Every successful digital marketing campaign must focus on the needs of both the buyer and potential customer.
Many marketers fail to follow up with potential customers, and more than 70% of potential customers are lost due to not following up. You need to understand the buyer’s journey and identify where you are going wrong. You need to tell them how your offering can solve their problem. Back it up with excellent customer support, more options, and good reviews.
There are essentially three steps in the buyer’s journey:
A consumer is aware of the problem, which they are experiencing. They will do research in order to give a name to their pain point.
The consumer has found a name to their pain point and is now looking for a method to solve the problem.
The consumer will compile a list of vendors where they could purchase a solution to their pain point.
3. Do you live up to your company promise?
It is not possible to provide value if you do not know your ideal client. A great digital marketing plan must take into account the psychological factors of the target audience.
Your company promise is the promise you make to your audience, stating why your offering is of better quality and why they should buy from you.
Never stop learning about your customers, keep up with the latest trends in your industry and keep a close eye on your competition.
4. How well do you connect with your audience?
Say a customer buys a product from you; a computer software that one can use to remove unwanted programs.
What is your plan after the sale? How would you plan to harness the power of after sales service?
You could create free educational videos on how to get the most out of the software. When the customer has a question always be prepared to answer them in a reasonable period.
On whichever online platforms you connect with your audience, always remember to engage with them and give them quality feedback.
5. Are you using key performance indicators to better your campaigns?
It is all about measuring and tracking, it is important to measure what is working and what is not in order to have a strategic marketing workflow.
Work on what is not working and better on areas that are doing well. Here are some of the best KPI practices:
• Make sure that your KPI’s correspond with the goals and objectives of your business.
• Ensure that the KPI’s that you are trying to measure can be easy to obtain.
• Make sure that the platform you are using to track your KPI’s are accurate.
• Does your KPI’s give you insights that are easy to execute?
• Ensure that your KPI’s are up to date with the latest trends.
To make a good return on your digital marketing efforts this upcoming year and beyond use these actionable tips to help you jump over any hurdles in your way. Good luck on your digital marketing adventure.