You clicked through to this post for a reason.
There’s something not working in your digital marketing.
You’re not getting clicks, you’re not getting website traffic, and worst of all, you’re not getting leads.
No leads, no closed deals, no revenue, no ROI.
The worst part is that you can’t figure out why. You’re ticking all the boxes: you post blogs, you have an account on every social media platform and you post every day. What else are you supposed to be doing?
Here’s a few of the possible reasons that your online marketing might not be working the way you’d hoped.
1) You’re trying a little of everything without a real strategy in place.
While being open to experimentation is good, you don’t want to just try everything you read on the internet all at once.
You need to have a reason for each initiative you try. You need a way to measure the success, or failure, of each experiment.
If you try 5 things at once, if one of them works, you won’t which it was. If you don’t know what worked, you won’t know what you should focus on to keep it working. You also won’t know what’s not working – and not worth your time to keep investing effort into.
Think about it in terms of hours: assume you only spend an hour on each marketing initiative that’s an experiment.
You spend 1 hour each on 5 different things, but when one works, you’re not sure which thing you should attribute the success to.
That’s 5 hours, but only one hour is actually benefiting your business.
Imagine if you spent all 5 of those hours on the thing that was working. What would you be able to scale if you could do that?
What if, on the flip side, one of the things you’re trying is failing? What if there’s something that’s actually working against your marketing efforts?
When you have 5 experiments going and something is working just enough that you see results, you won’t be able to tell which it is – or if there’s something hampering you from even more success.
So focus on one thing at a time, and make sure you budget enough time to test that thing thoroughly.
2) You went too big and broad with your strategy.
You spent the time to create a strategy, but you didn’t actually adapt and refine it.
Your strategy, rather than being broad and becoming refined, simply stayed broad. It’s not documented, and it’s not terribly specific: your digital marketing strategy is basically “get more leads”.
You post to Facebook, and Twitter, and LinkedIn?
Have you figured out how to utilize your blog for attracting leads searching for what you offer?
Have you figured out which networks your leads are active on – and why they’re active there?
Have you set up experiments to figure out what works, and why? Apply what you learn to your overall strategy to continually refine and improve it.
3) Your website hasn’t been improved or even updated in years.
Content marketing and digital marketing can work even with an outdated, clunky website, but it’s harder and harder for you to see success if your site isn’t keeping up with Google’s algorithm changes.
Your site needs to be mobile friendly, responsive, fast, and follow Google’s best practices for search relevancy.
If you haven’t updated your site in years, chances are, you’re not as competitive as you think when it comes to SEO, search, and the almighty Google.
4) You create content, but then you do nothing with it.
It’s not enough to publish a blog or whitepaper, and then plop it on your website.
Unless you actually try and do something with it, it’s going to accomplish very little for you.
You’ll need to share it to social media, link to it within other pieces of content, and incorporate it into your Adwords and PPC efforts.
Figure out how that content fits in to your overall sales enablement efforts, and make sure it’s easily accessible and searchable for your sales team.
Make sure you’ve identified where in the sales cycle that content fits. You can repurpose content, recycle it into multiple platforms, and get more life out of it than as one simple post.
5) The harsh truth is that your content sucks.
When you’re doing everything right but still not getting leads or site traffic, there’s an excellent chance that there’s an underlying issue you’ve been trying not to see.
It’s that what you’re writing sucks.
No one wants to read self-promoting dribble. No one wants to read your lousy, “we’re the best at this” blog.
Someone may want to read your technical breakdown of how the code behind your product works, but that someone is an engineer trying to solve a technical problem. They’re not someone who’s looking for a new solution, or someone likely to purchase a new solution.
You need to be writing content that’s relevant to people who are searching for solutions. It needs to be at least a little interesting, and it needs to genuinely help the reader solve a problem. It needs to not be self promotional dribble, and it needs to be easy to read.
Is your blog all of those things?
Are you sure?
Stop reading this blog, and go take a hard look at your content.
If you stopped here long enough to read this blog, it’s because you’re concerned that you’re doing something wrong with your content marketing.
The short answer to that question is yes, you are.
The way to solve that issue?
Work at it.