The thing about digital marketing is that it is constantly evolving. Therefore, a strategy that you devised just a couple of years back doesn’t necessarily have to be valid today. Still, updating your marketing campaign and changing your strategy altogether is a lot of work, which is why a lot of people are reluctant to even try doing so unless they are 100 percent positive that it is necessary. In order to be of assistance, here are five clear indicators that your digital marketing campaign is in a desperate need of an update.
1. YOU STILL DON’T KNOW WHO YOUR TARGET DEMOGRAPHIC IS
The question of ‘who exactly is your audience’ is probably the first one that any digital marketing campaign needs to answer. So, if you’re still not sure what the answer to the question is, you need to start introducing some changes and updates. Luckily, defining your target market is not nearly as difficult as you may have assumed. First, you might want to take a look at your customer base and compare it to that of your more and less successful competitors. Then, you need to analyze your product or service. Finally, it isn’t necessary that your target demographic chooses you. In some cases, you will be the one choosing a demographic to target.
2. LACK OF MARKETING AND SALES ALIGNMENTS
The reason why we address this issue next is due to the fact that it is closely related to the lack of basic knowledge of your demographic. First of all, as silly as it may sound, a lot of entrepreneurs don’t fully understand their product or where it fits in the business world. In turn, this leads to an improper advertisement, reaching out to the wrong demographic and completely missing your opportunity. If your marketing efforts and your sales don’t overlap, you need to find a way to fix it. Failure to do so will lead to a huge miss when it comes to choosing methods with the greatest ROI.
3. DIGITAL MARKETING IS NOT COST-EFFECTIVE ENOUGH
People without previous experience have a difficult time determining if their digital marketing efforts are bringing satisfactory results. Those with a bit more experience dealing with this by reaching out to others within their niche, negotiating with other digital marketing companies and reading updated statistics year in and year out. Seeing as how digital marketing is more or less a global phenomenon, it might even be worth your while to check if outsourcing to an online marketing agency in Hong Kong would pay off. Needless to say, offshoring is a trend that is becoming more and more popular amongst entrepreneurs.
4. YOU WORK ON A LIMITED DIGITAL MARKETING BUDGET
A famous businessman John Wanamaker once stated that he wastes half of the money he spends on marketing but, he admitted that he could never determine which half. Today, this is no longer true, especially in the world of digital marketing. You see, with present-day analytics, you can almost precisely measure the ROI of every single dollar you invest in digital marketing. This is especially important since a lot of small businesses have a limited budget for digital marketing. Therefore, they need to hand-tailor a campaign that will utilize these funds in a way that will generate the best ROI.
5. YOUR ONLINE PRESENCE IS INEXISTENT
You know you have a problem when people who are actively looking for your brand can’t seem to find you online. Imagine a scenario where an average customer or potential customer types in all the logical keywords related to your business and they don’t see you anywhere near top results. This is particularly troublesome, seeing as how for 33 percent of all people on Google the first result is exactly what they were looking for, while 95 percent of them find the answer on the first page. Nonetheless, this is just a part of a bigger problem. Sure, not being able to find your website on the first try is bad but it happens, however, what if they can’t find your social media accounts either? Needless to say, this is a huge problem that deserves to be addressed right away.
Another massive benefit of these indicators is not only that they reveal that you need an update but also the fact that they might point you in the right direction. In other words, they might suggest which of the issues needs to be tended to first and which of them requires the most fixing. Keep in mind that as your brand grows, you will constantly need to tweak advertising efforts in order to keep it growing. The sooner you get accustomed to this fact the more seamless the growth will be.
Dan Radak is a marketing professional with eleven years of experience. He is currently working with a number of companies in the field of digital marketing, closely collaborating with a couple of e-commerce companies. He is also a coauthor of several technology websites and a regular contributor to Technivorz.
Fivenson Studios is based in Ann Arbor, Michigan, our studio specializes in logo and website design, as well as photography and marketing campaigns for social and print media. From flyers and brochures to targeted landing pages, we aim to bring your company into the spotlight and reach a greater range of potential customers.