This article addresses the challenges faced by businesses when their digital marketing efforts don't yield the expected results. It provides insights on understanding the reasons for failure and offers effective strategies to overcome these obstacles. The article also emphasizes the importance of continuous learning, data-driven decision-making, and adopting a customer-centric approach to make digital marketing work for your business.
Table of Contents
- Digital Marketing Tactics - the Issues
- Unrealistic Expectations
- Lack of Strategy and Planning
- Insufficient Data Analysis
- Poor Content Quality
- B2B SEO Comparison Checklist
- Learning from Past Failures
- Analyzing Results
- Identifying Weaknesses
- Implementing Changes
- Tips to Improve Your Digital Marketing Strategy
- Setting Realistic Goals
- Developing a Comprehensive Strategy
- Focusing on Data Analysis
- Creating High-Quality Content
- B2B Strategies to Review
- Embracing a Customer-Centric Approach
- Key Takeaways
One of the main reasons digital marketing tactics fail is setting unrealistic expectations. Businesses often expect quick results, which can lead to disappointment and a perception of failure when these expectations aren't met. It's essential to set realistic goals based on your industry, target audience, and resources.
Lack of Strategy and Planning
A lack of a clear digital marketing strategy and plan can result in disjointed efforts that don't produce the desired outcomes. A well-defined strategy should include your target audience, marketing channels, goals, and KPIs. This plan will guide your efforts and help you stay focused on achieving your objectives.
Insufficient Data Analysis
Not utilizing data to drive decision-making can lead to missed opportunities and wasted resources. Analyzing data from your marketing campaigns can provide insights into what's working, what's not, and areas for improvement. Make data-driven decisions to optimize your campaigns and improve performance.
Poor Content Quality
Content plays a critical role in digital marketing success. Poor content quality can lead to low engagement rates and hinder your ability to reach your target audience. Invest in creating high-quality, relevant, and engaging content that resonates with your audience.
Take B2B SEO. Everyone knows what they're doing right, and if like me, you've probably received countless emails from people wanting to do your SEO, telling you you've got it wrong and your people tell you everything is in order. Ok, so look at this checklist and compare it against what you've go. Looking at one of your article pages and starting at the very top, the URL, work your way down the list: -
- Does the URL have two or three words in it?
- Do the URL keywords appear in the page title browser tab?
- Do the keywords appear in the meta description?
- Do the keywords appear in the article title?
- Do the keywords appear multiple times in the body text?
- Do the keywords appear in the H2 headings?
- Does the article (Especially key or pillar articles) contain approximately 4-5,000 words?
- Does the article contain bullet and number lists?
- Does the article have mulltiple images?
- Do the images have alternative (Alt) descriptions?
- Are the images optimised and compressed to webp format?
- Does your web page and web site have a high page speed score, A or B rating on GT Matrix?
- Is your website responsive and optiomised for mobile 'first'?
- Are your relevant, associated or similar articles clustered together to establish topical authority?
- Do you use pay-per-click and if so, do you gate your content (meaning Google cannot crawl your content)? and 80-90% of browsers click away from gated content refusing to give their details?
- Do you have an analysis of your pay-per-click traffic to your landing page to the number of people who actually provide their details and finally the people who immediately unsubscribe once they've got your content?
- Do you have an analysis of the number of people who have downloaded a document, given their main company contact details and you've bnever been able to contact them, either by email or telephone?
- Do you use Google Search Console to check to see if your articles have been indexed and subsequently ranked against you keywords?
- Do you have non-stock phots to accompany your content?
- Do have video to accompany your content?
- Do you have podcasts to promote on your article pages?
- Have you categorised your content to know whta type of content prospects are looking at?
- Does every article you publish have an accurate call-to-action?
- Do you promote your articles by posting the link on social media, one at a time?
- Do you automate posting your links on social media?
- Do you promote your content by posting multiple graphic images per article?
- Do you monitor your articles to see if they're read, how long people stay on the page and to see how far down the page they scroll?
- Does your article have the Google defined E-E-A-T attributes applied to it (Experience, Expertise, Authority and Trust).
Copy this list have a conversation with your marketing people and discover what they're doing and how they measure against the above checklist. Bear in mind, you're running a B2B, not a consumer operation, therefore you don't need multiple 'blogs' being published every week. You shouldn't be refering to your content as blogs, you don't publish weblogs about the escapades of your staff at the weekends, you publish articles to educate your prospects. Well, that's what your marketing people should be doing.
Regularly review your digital marketing campaign results to identify areas of improvement. Look at metrics such as conversion rates, click-through rates, and bounce rates to understand your campaign performance.
The SEO list above shows there are many facets to creating an article, however most businesses don't apply these necessary components. The result si that most B2B's think that digital doesn't worrk for them, however, if Google, who are providing a free service in the form of 'search' state the parameters to use their search platform, then it makes sense to adhere to their instructions.
The fact remains, we are the product when it comes to search, the browser is the customer of Google, not ours. Google tells its customers that it can provide a solution to finding what they need and so serves up search results, very quickly.
If we want our businesses to be part of that process, then we have to do are we're told. that's where the problem starts. Everyone's an expert and in many cases fails to do as Google says. This is further 'exposed' by marketing people telling CEO's and boards of directors that nasty Google has done this or done that, i.e. de-indexing or simply blaming Google for their lack of knowledge.
Once you've analyzed your results, identify weaknesses in your campaigns. Determine if specific channels or tactics are underperforming and why. This information can help you make informed decisions about where to allocate resources and how to improve your campaigns.
Once you've identified areas for improvement, make the necessary changes to your digital marketing strategy. This might include adjusting your targeting, experimenting with new channels, or improving your content quality. Continuously monitor and adjust your strategy to optimize performance.
Setting Realistic Goals
Align your digital marketing goals with your overall business objectives. Make sure your goals are SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) to ensure they're realistic and achievable.
Developing a Comprehensive Strategy
Develop a comprehensive digital marketing strategy that encompasses your target audience, marketing channels, goals, and KPIs. Having a well-defined strategy in place will help you stay focused on achieving your objectives.
In simple terms you need to decide to be everywhere your prospects are; using video, live streaming, podcasts and written content.
It is essential your team understand the expectation of reaching your total addressable market via email and banners adverts, followed up by broadcasting a live stream show and or a podcast show.
Focusing on Data Analysis
Utilize data to drive decision-making and optimize your digital marketing efforts. Continuously analyze your campaign performance and use these insights to make informed decisions about where to allocate resources and how to improve your campaigns.
Creating High-Quality Content
Invest in creating high-quality, relevant, and engaging content that resonates with your target audience. Consistently producing valuable content will help you build trust, increase brand awareness, and improve your overall digital marketing performance.
When it comes to quality, there are various proucts that will ensure you and your team look amazing on camera and sound just like a radio show, and it definitely does not cost a fortune
To overcome the obstacles that are causing your digital marketing efforts to fail, consider implementing the following strategies. By incorporating these tactics, you can enhance your digital marketing approach and achieve better results.
- Embrace Digital Selling: Move away from traditional marketing methods and embrace digital selling. This approach helps businesses connect with their target audience through digital channels, generating leads and nurturing relationships.
- Use B2B Live Streaming: Utilise B2B live streaming to engage with your audience in real-time. Live streaming can help you demonstrate product features, host Q&A sessions, and share valuable content, all while fostering trust and authenticity.
- Automate Social Media Posting: Streamline your social media efforts by using automation tools like Social 444. Automating social media posts allows your team to focus on more strategic tasks while ensuring consistent content distribution.
- Pivot Your Marketing Strategy: Learn how to pivot your marketing efforts to adapt to changing customer needs and market conditions. Continuously assess your campaigns and make necessary adjustments to improve performance.
By implementing these strategies, you can improve your digital marketing efforts and turn around any failing campaigns, setting your business up for long-term success.
A customer-centric approach is crucial for digital marketing success. Understand your audience's needs, preferences, and pain points, and tailor your marketing efforts to address them. By focusing on providing value and meeting the needs of your customers, you can build strong relationships and foster brand loyalty.
Your prospects are no different to you and me. We all buy the same way, we all want to look, learn, think aboiut it and then find out some more. The trouble is, we all want as much new business as we can get our hands on, but that's never seems to be possible becuase of people and activity constraints, i.e., the people we have cn never do the levels of work we want them to - to achieve the results we want.
In simple terms, give prospects everything they want, and learn how to create the content as cost effectively as possible (that's where we come in).
You have to imagine the ability to connect with your total market and accept that only a small percentage of them will be looking to start their buying journey earch. But that's ok, because a small percentage of the total is a significant number and one that your competition won't be getting their hands on.
- Set realistic expectations and goals for your digital marketing efforts.
- Develop a comprehensive digital marketing strategy that aligns with your overall business objectives.
- Utilize data analysis to optimize your campaigns and make informed decisions.
- Invest in high-quality content that engages and resonates with your target audience.
- Embrace a customer-centric approach to build trust, foster brand loyalty, and improve your digital marketing success.
Q: Why is my digital marketing campaign failing?
A: Some common reasons for digital marketing failure include unrealistic expectations, lack of strategy and planning, insufficient data analysis, and poor content quality. Identifying and addressing these issues can help improve your digital marketing performance.
Q: How can I improve my digital marketing strategy?
A: To improve your digital marketing strategy, plan, plan,plan and set realistic goals, develop a comprehensive plan, focus on data analysis, and invest in high-quality content. Continuously monitor your campaign performance and adjust your strategy as needed.
Q: How can I ensure my digital marketing efforts are customer-centric?
A: Understand your target audience's needs, preferences, and pain points. Tailor your marketing efforts to address these needs and focus on providing value to your customers. A customer-centric approach can help build trust, foster brand loyalty, and improve your digital marketing success.
Making sense of developing the right digital marketing tactics for your business can be challenging. However, understanding the reasons for failure and adopting effective strategies to overcome these obstacles is crucial for success. Continuous learning, data-driven decision-making, and embracing a customer-centric approach are essential for turning your digital marketing efforts around and achieving the results you desire.
Everything is researchable! All the informaiton is available, not only on this website but on many others. Fortunately we have spent many years peeling away the incrediable amount of false information and outright misleading information about new business genertion for B2B. It always boils down to the overall marketing strategy and the digial marketing tatics to adopt to execute your plan.
For more help and advice, this website is a great resource. I know, becuase I wrote all of it. Bu, if you need a quick answer or an immediate analysis of a given situation, get in touch - this is not rocket science, it is most definitely formulaic. I know the formula(s) and am able to help you get on the right track extremely quickly.