Even if it’s one of the most accessible marketing methods out there, online marketing still remains a science. And while virtually anyone can start a campaign on Adwords or Facebook for a few dollars, only a handful end up getting substantial and consistent results.
However, in many cases, it all boils down to a few mistakes that could be easily avoided. In other cases, it might be because you’re using outdated methods and tactics. Let’s take a look at some of the possible reasons why your marketing efforts aren’t working.
Your Website is Terrible
If your site doesn’t offer a good user experience, is slow, or just looks unprofessional, you are wasting your time sending traffic there. It would be wiser to start on making it more performant now before you even start, or stop your efforts right now if you haven’t done so.
One of the first things you should do is take a long hard look at the metrics, especially bounce rates and exit pages. Bounce rates will allow you to see who “bounces” out of your page before checking other pages, and exit pages will allow you to see from which pages people are leaving.
If people are leaving your ‘About’ page or ‘Contact’ page without performing actions, then this could be a clear sign that there is something wrong with them. Bounce rates, on the other hand, are not only an indication that your site’s design was a deterrent or was irrelevant, but it could also affect your performance with search engines.
If it’s been a while since your site was designed, you should definitely consider having it redesigned. We also suggest that you go with a real professional team this time.
Web development services like Appetiser, for instance, have been in the business for years and have worked with major brands all over the world. They will be able to look at exactly what’s wrong with your website and make suggestions. They do the work in house, so you won’t end up working with a middle man. This is the best option if you want a website that will be up to par with the rest of the competition and will actually convert.
You’re Selling too Hard
This is especially common when people use email marketing. It’s still mind-blowing to see how many people don’t spend any kind of time trying to build a relationship with their audience and go straight into sell mode. That’s a sure-fire way to lose the trust of your audience and send your unsubscribe numbers skyrocketing.
You want to build an actual rapport with your list and provide as much value as you can before you start selling. This could be an interesting blog post you just published, a free resource, or a bonus book. Some people advise that you send one promotional message for every nine non-promotional messages. This way, people will see you as an actual resource, and someone who’s actually trying to help them.
The Methods You’re Using Don’t Fit Your Audience
There are tons of ways that you may be completely missing your target market. Maybe you’re posting content that doesn’t speak to them or excludes them completely. Or you’re using the wrong hashtags. You may even be targeting the wrong people in ads. This is why you need to know the demographics and psychographics of your ideal client before you choose a method.
It’s very important that you know where your audience is, and from where they make purchasing decisions. This also means considering using some offline tactics as part of your marketing mix. For instance, you can always try to sell to outdoorsy people online, but you’ll have even more success if you target them where they tend to be as well; outside.
Also, make sure that you spend most of your time on the channels that work for you. There is no need for you to be on Instagram, Pinterest, Twitter, LinkedIn, and Facebook all at the same time in the beginning. For some people, Instagram will do absolutely nothing for their bottom line. Instagram attracts a certain demographic, and might not be the best medium if you’re trying to sell something like services for instance.
This is why you shouldn’t be using as many platforms as you can, but rather keep it down to about 2 or 3. Once you’ve mastered those and started to get some results, you can start dabbling with other platforms. But until then, concentrate your efforts, and focus on what works first.
These are only some of the reasons why your online marketing efforts might be failing. If you’re committing any of these, we strongly suggest you speak with a professional and see what you can do to turn things around immediately.
Isabella has strong experience writing for publications across the business and marketing spaces. Her content is based on the latest ideas and theories from across the business landscape, meaning that she can give you a truly insightful and up to date view of your business and how it can adapt in order to thrive.