Digital marketing helps increase brand awareness, convert leads, and drive measurable business value. But that doesn’t mean it’s always easy to execute. Here are 4 digital marketing failures and how to get back on track.
B2B buyers want information, and they’re inundated with it. Are you ready for this? There are 2.5 quintillion bytes of data created each day, and that number is only accelerating with the growth of the Internet of Things (IoT). Over the last two years alone, 90% of the data in the world was generated.
Because of at its core it leverages data to target audiences, digital marketing has been a successful solution for marketers. But it’s not that easy.
Here at Fronetics, we’re big believers in analytics. And while digital marketing is extremely effective, proving ROI is often the top challenge for marketers. Without data to back up your efforts, how do you prove your digital marketing strategy is working? And with all those quintillion bytes of data being created every day, how do you stand out from competitors?
The simple answer is using analytics to evaluate your efforts and to determine what is working and what needs to be tweaked. Digital marketing strategies have to be fluid and easily adaptive to change. Companies have to grow and shift with the times, which means that marketing plans have to evolve.
Here are four digital marketing failures, which you can easily identify through analytics, and how to fix them.
4 digital marketing failures (and how to make them right)
1.Lack of strategy
Many marketers understand the power of digital marketing but think they can jump in without a strategy. And not just a strategy that you thought of over coffee, but an actual documented strategy. Why? Because a documented digital marketing strategy will help you work smarter and more effectively.
In fact, according to the Content Marketing Institute, those with a documented content marketing strategy:
Having a fundamental understating of your digital marketing plan and a strategy for executing that plan is crucial for success.
2. No search engine optimization
Google is responsible for 94% of total organic traffic. That’s almost ALL organic traffic. SEO means creating content for your digital assets so they will be prioritized by Google in search queries related to your brand or products. It’s time for digital marketers to learn the basics of Google’s algorithms and understand how the content they’re creating can rank better against the competition.
61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority. If your content isn’t SEO-friendly, readers may not even have the chance to see what you’re writing because it is so far down in their search results.
3. Quality is lacking
While this seems obvious, it’s worth repeating. If the quality of your content is bad, no one will read it, regardless of what value it offers. The same goes for content about which you find yourself saying, “it works,” or “it’s fine!” If there are 27 million options, who would choose “fine?”
Do an honest evaluation of your digital assets, or have a neutral outside party do so for you. Is it original, informative, and well-written? Make sure that your copy is edited, and that it is free from grammatical errors, spelling mistakes, and awkward phrasing. If you want people to read your content, you should make sure that it’s worth reading.
And don’t shy away from visual content. Though it’s often more time consuming than written content, visual content, including infographics and video, are the most popular form of content right now.
4. Lack of posting consistency
Inconsistently publishing content is one of the primary reasons readers become disengaged with a particular brand. Having consistent, high-quality content helps establish your company as a thought leader in your industry. Even publishing one more blog post a week can significantly boost your readership.
Try experimenting with the amount of content you publish per week. For example, if you currently publish two times a week, try bumping it up to three times for one month. The following month, maybe you try bumping it to four. You’ll find your sweet spot when you’re increasing engagement but are still able to handle the production schedule and it’s not impacting the quality of your content.
What other digital marketing failures have you encountered?