3 Clear Indicators Your Marketing Strategy Needs an Update
The world of digital marketing is constantly in flux. One week an ad unit is performing exceptionally well, but the next week you notice a drop in conversions. Thanks to the changing digital landscape, it can be hard to keep up with the trends. And, in some instances, you may not even realize that a tactic is underperforming until late in the game.
If you suspect that your strategy needs a refresh, it probably does. Here are three clear indicators that your marketing strategy needs an update and what to do about it.
1. Poor Online Traffic
If you’re seeing a decrease in your online traffic, then it’s a good sign that you need to make some changes ASAP to your website. Poor traffic is an indicator that your site is not optimized for performance. There are several reasons for less website traffic. A search engine algorithm update may be to blame, however, a slow decrease in traffic is usually a signal of something else.
If you have failed to update your content, then your audience may not be finding your site via search. Content that fails to answer users’ questions or does not rank from a search engine optimization standpoint will be essentially unsearchable. Your site may be landing on the second or even third page of a results page, which rarely any user goes to. Another possibility for poor online traffic is long load times, broken links, and unappealing site pages. Having an updated, redesigned website can attract new users while establishing your authority and trust.
The need for an easy-to-navigate and refreshed site is especially true for niche industries, such as finance or law. A law firm digital marketing agency, for example, can work with you to create a premier website that resonates with your ideal clients. The agency will ensure it looks polished and professional but also that it’s SEO optimized. Agencies can assist in refining your website too, adding new pages as you continue to grow your site and write brand-consistent articles.
2. Low or Negative Return on Investment
If you’re spending more of your marketing dollars than you’re making, then it’s a good idea to go back to the drawing board. A low return on investment (ROI) means that you’re generating less revenue than it costs to launch the campaign; a negative ROI means that you’re spending more on your marketing efforts than you’re making in sales. In either scenario, you’ll want to figure out why your current campaign is underperforming and how to best optimize it.
One way to optimize your current campaign is through A/B testing. If you’re currently running one paid Facebook ad, see if you can run two ads with different images and copy. Then, run both ads at the time targeted to the same audience. At the end of an allotted period, such as 2-4 weeks, analyze the results and see which ad performed better. If there is a huge discrepancy between the two, then only continue running the ad that performed the best.
Take these learnings to future campaigns as well. For example, test to see if the same type of ad will receive the same or better results on other platforms such as Instagram. Also, refine the messaging and photos based on your desired target audience. At the same time, be mindful of ad fatigue. If users continue to see your same ad over and over again, they are less likely to click on it. Refresh your campaigns regularly to enhance your performance and improve your ROI.
3. Reduced Email Open and Click-Through Rates
Email marketing continues to be a powerful marketing tool. It’s a direct line of communication between a company and an intended user. It’s a way for brands to stay in touch with their audiences, sharing new product launches and promotions. It’s also a way to ask them questions via surveys and obtain their direct feedback. If you’re seeing a reduced email open and click-through rate (CTR) then you will want to adjust your email marketing strategy.
Users today are looking for more personalized messages from brands. They want to be seen and addressed as the real human they are. rather than just data on a subscriber list. With this, it’s a good opportunity to segment your email list and personalize messages accordingly. You could have an email list of loyal customers who have made more than three purchases and a list of newcomers who have yet to purchase. With these two lists, you can send different email communications based on their level of experience with your brand.
With this, be sure that your emails are concise and to the point. Have a clear call-to-action, such as ‘learn more’ or ‘buy now,’ so readers know what you are driving them to do. Also, make sure the email is optimized for mobile devices. Nearly 1.7 billion people access their inboxes on a mobile phone, which means that your messaging needs to be easy to read on a smartphone! Test your email on your phone to ensure it’s clear and legible across all devices.
Takeaways
Before you beat yourself up about underperformance on a campaign or undelivered expectations, take a breath. While you can’t always control how a tactic goes, you can recognize when you need to shift gears and try something new. While an overhaul of your marketing strategy will take some time, that doesn’t mean you can’t start now. Look at the low-hanging fruit, such as underperforming emails, and see if you can switch up the subject lines to capture more attention. Then, move on to bigger tasks to solve the issue at hand and achieve better results.
