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There is no doubt digital marketing has become an essential growth strategy in this day and age of the perennially ‘online’ buyer. That being said, many businesses have not yet identified any concrete value in implementing it.
Does this mean that digital marketing as a whole is unsuitable for your industry? Or is it possible that you haven't yet discovered the right tactics or tools to steer you in the right direction? It could be that your team lacks the necessary resources to effectively execute standard digital marketing practices.
No matter the case, it is important to note that digital marketing cannot bring you instant success. Like any other marketing or customer acquisition framework, it demands extensive research, experimentation, reporting, and an almost intuitive understanding of your ideal customer. Managing all of these aspects can be challenging, especially if you are working with limited resources.
If you are not achieving optimal results with digital marketing, it is crucial to introspect and identify where exactly you may be lacking. The following are just a few reasons why you might be falling behind:
1. Not Selecting the Right Channels
One of the reasons you might not be seeing any ROI from your digital marketing endeavors may stem from not properly selecting your most effective channels of outreach and communication. Many ambitious companies fall into the trap of dedicating their time and resources to every available channel, including social media, blogging, email marketing, video, website, ads, and phone calls. In contrast, more sophisticated businesses possess a deeper understanding of their market, enabling them to prioritize channels based on their effectiveness.
Ask yourself:
- Which channel is performing the best?
- Which needs the most maintenance?
- Which can function as is for a while longer while you work on the others?
The key lies in taking baby steps and optimizing each channel based on the value it adds to your marketing pipeline.
2. Insufficient TrackinG
One explanation for not seeing ROI is that you simply haven’t figured out how to measure it quite yet. It seems obvious, but more companies than you realize are unaware that they lack the necessary tracking and reporting systems to thoroughly measure their campaigns. Without understanding what’s making a difference, it becomes nearly impossible to see any returns.
It's essential you track the metrics that directly correspond to your goals and evaluate how these results change — or don’t change — with each optimization. The data you collect, the reporting you have in place — they inform everything. With tools like HubSpot at your disposal, it becomes easier than ever to track performance consistently and glean campaign insights that can point toward ROI.
3. Lack of Optimization
Optimization is the name of the game when it comes to running digital marketing campaigns.
Unlike traditional advertising which often involves printed materials or fixed advertising spaces that cannot be easily modified once deployed, digital marketing can be adjusted in real time. And, if you have robust reporting in place, you can easily glean data around audience behavior and make necessary optimizations for higher efficiency towards your goals. Whether that’s tailoring the language of your content to mirror the language of your persona or updating website SEO elements to bring in more visitors, there is plenty you can do to refine your current strategy and improve ROI.
4. Poor Messaging
Messaging holds the utmost importance in your marketing efforts, digital or otherwise. A compelling and impactful message arises from an instinctive knowledge of your product and target audience, where you’re able to nail every concern, consideration, interest, and value proposition pertaining to your solution.
For example, one of the most common mistakes businesses make is believing their product can solve every challenge under the sun or that they can cater to just about any industry or demographic. In reality, you will have to:
1) do extensive research to create ICPs (Ideal Customer Profiles)
2) tailor your message to directly speak to the target audience’s primary pain point
3) drive them through personalized experiences that can attract and delight.
It’s not rocket science, but it does require a lot of patience and trial and error.
5. No Alignment Between Teams
Sometimes you don’t have the right tools or strategies, and sometimes you don’t have free-flowing collaboration between your most vital teams. While this might sound like more of a workforce obstacle than a marketing challenge, there are plenty of ways you can motivate your departments to keep each other accountable, while aligning them on the same page in terms of outcomes and messaging.
For example: If there is a lack of alignment between sales and marketing, the handoff of leads from marketing to sales may not be smooth or efficient. This can result in leads being mishandled or neglected, leading to missed opportunities and lower ROI.
Once again, an integrated CRM platform like HubSpot allows all your teams to access shared data, track customer interactions, and collaborate effectively, fostering alignment among everyone and ultimately moving you closer to your target ROI.
6. Ineffective Website
Your brand begins and ends with your company website.
An outdated or unprofessional website that fails to provide essential information can undermine your credibility. This can raise doubts among visitors regarding the authenticity and quality of your offerings, ultimately leading to a lack of trust and reluctance to proceed with conversions.
To improve ROI, you’ll need to effectively guide your visitors through the conversion funnel and deliver compelling experiences that build positive perceptions of your brand. By cultivating greater loyalty and advocacy, you significantly enhance the potential for increased digital marketing ROI.
7. Resistance to Change
Last, but certainly not least, digital marketing does require an overhaul of your existing workflows and methodologies, with technology transformation nipping at its heels. In addition, consumer behaviors, technology platforms, and marketing trends constantly evolve — it can feel impossible to keep track!
Companies that resist adapting to these changes may find themselves using outdated strategies that no longer resonate with their target audience. This will culminate in decreased effectiveness, reduced customer engagement, and ultimately, a loss of market share. So, chances are, if you’re not seeing any value in digital marketing, you must go back to the drawing board and create new strategies to chart a path forward.
How Do You Master Digital Marketing?
Digital marketing is no walk in the park, but here at Flawless Inbound, we've got the expertise to guide you through every gritty detail. Check out our recorded webinar where we unveil game-changing strategies to boost your digital marketing ROI. We'll share actionable measures that can deliver immediate results. And don’t underestimate the power of quick tech stack tweaks. They can supercharge efficiency and automation, paving the way for more impactful digital marketing.
Also, a special offer for Canadian businesses – you might be eligible for a $15000 grant offered by CDAP to engage a digital consultant on upgrading your business technology. Watch the webinar to find out more information.