We live in a very competitive, noisy, and crowded digital world. With online advertising and the growing popularity of social media, our attention span is getting smaller, and if you need to reach out to someone, you need to do it quickly and swiftly. The digital marketing landscape is rapidly changing. Many companies are stuck in a loop where they struggle to embrace the change while many others are taking on the challenge and seeing the results they are looking for. If you haven’t found success with your marketing efforts, here are the top three reasons behind it. 

You are missing out on the right opportunities 

You will come across several advertising and marketing opportunities in your industry. Every other website will allow you to advertise with them, but you must identify which is the right fit for your brand and business. Several marketers feel that they need to be present everywhere if they have to produce results. Due to this, they cast a large net, and since they are everywhere, they do not see adequate results from anywhere. Being everywhere and doing everything could lead to a reduction in results while also eating up your marketing budget. 

Take a good look at the target customers and narrow them down so that you spend money in the right place. Identify the demographics and see where they are spending their maximum time and money. Use analytics to determine their preferences and the type of message that your audience identifies most with. You can then leverage your advertising tools to build a profile and cater to the niche audience. Unless you know who the audience is and what they seek, your marketing efforts will not pay off.  

Not tracking traffic success

It is natural to use multiple advertising channels to market your business, but it is important to be able to attribute the traffic success to the right sources. You must identify which sales are produced by which efforts or ads you have placed. Tracking the landing pages, keywords, ads, or pages that lead to maximum results is important, and you can optimize the same using a multi-channel marketing approach. Use the right analytics and tools to track your goals and record all the information you have. If you are not tracking the ads, it could lead to a waste of your marketing budget. 

You will never know the metrics that are driving your business, and without measurement, you could be losing money. Ineffective advertising efforts could put your business in trouble, and only when you know the metrics, you control the results. You must know the cost per click, earnings per click, the cost of acquisition, and the average order value. Only when you have this information, you can try to cut down the costs while producing the highest results. 

Many marketers do not use these metrics and keep building campaigns, but until you have the data narrowed down, you will not be able to fire on all cylinders. This is where recognition and appreciation of the marketing team make all the difference. As a business owner, you need to identify the efforts that the marketing team takes and award them through trophies or bonuses to keep them motivated when an ad or marketing campaign becomes a huge success. You could divide the entire approach into different teams, let them look for innovative ideas, and then reward the team with the most creative and unique marketing concept. 

Not optimising

One of the most important things of successful marketing is conversion optimization. It is often overlooked and a lot of companies do not know its benefits. All marketers should be split testing and then optimizing, but they do not know where to begin. Simply pushing more eyeballs to the ad will not help your business grow. If you optimize, you can enjoy higher results, and it will help you learn more about the target audience to help improve your product or services. 

The best way to measure the success of a marketing campaign is through strategic optimization. If you do not do this, you could be losing money. Create a reason behind testing specific elements and then create a test hypothesis. You can then build upon it through a testing plan. This will help learn about the audience’s behavior and guide you in the right direction. 

Effective marketing is not just about keeping an open umbrella and making the most of every advertising opportunity. Instead, research where the customers are and start advertising there. Track your sales and cut the areas where you do not see results. Marketing is not as difficult as it sounds, but you need to use data and analytics before you start spending money and resources

About the Author

author photo

Mirko Humbert

Mirko Humbert is the editor-in-chief and main author of Designer Daily and Typography Daily. He is also a graphic designer and the founder of WP Expert.